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How Effective Is Location-Targeted Mobile Advertising?

October 21, 2014 | Zheng Fang, Xueming Luo, Megan E. Keith | Marketing

New research shows that mobile advertising targeted to consumers based on their locations can be effective. This is particularly the case with customers who have shown a high level of interest in the type of product being shown to them. Researchers also think that some users might simply need more time to evaluate the trustworthiness of an app or offer — suggesting that marketers might see delayed responses to location targeted mobile ads.

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