As we keep saying, the age of big data is colliding with the age of mobile. This is playing out in lots of ways, most notably mobile and location signals used to better target mobile ads. But it’s not just targeting as in where the ad shows up… but also what it contains.
xAd has been pushing this idea for a while and it’s now out with its latest quarterly Mobile Location Insights report. The data xAd utilizes in particular is situational (smartfences) and behavioral (user data, brand affinity, etc). These are showing lots of growth on its network.
As its been doing for each quarterly report, xAd reports that this location targeting has real performance benefits when compared with the rest of the mobile ad industry (where location targeting doesn’t index as high). This goes for clicks and secondary actions like calls.
Going one level deeper, xAd reports that additional use of situational and behavioral user profiling data creates an even greater performance delta over location targeting alone. This happens to the tune of 10 percent greater click through rate throughout xAd’s network.