New York—Almost 95% of national advertisers' campaigns now use some form of mobile-location targeting, according to a study by mobile advertising company xAd.
According to xAd's “Mobile-Local Performance Stats,” search targeting based on the behavior of mobile-device users grew 212% from the first quarter of last year through the fourth, more than any other mobile-targeting technique. “Geo fencing,” targeting mobile users within a specific distance of a location, was the most popular targeting technique, used in 55% of campaigns studied.
Standard geo-targeting, using such information as city, DMA or ZIP code, declined from 64% of mobile campaign targeting in the first quarter of 2012 to 13% by year's end. xAd's report is based on an analysis of the company's network and campaign data throughout 2012.