×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Survey: Smartphone users respond best to location-based ads

By Published on .

Most Popular
New York—Smartphone users exposed to mobile ads are significantly more likely to respond to location-based commercial messages than other mobile ad types, according to a new study by the Mobile Marketing Association.

MMA’s monthly “Mobile Consumer Briefing” reported that, of those mobile phone users with access to maps, navigation or some other location-enabled service, about 50% took some action when exposed to location-based targeted ads while using those services. This compared with the 37% who noticed non-location-based ads while sending or receiving text messages, and 28% who saw nontargeted ads while browsing Web sites.

The MMA survey polled some 1,000 participants in Luth Research’s online SurveySavvy panel during March.

In this article: