Mobile Advertisers’ Use of Local Market Targeting Grows

Of the 45% of mobile advertisers on the Millennial Media network using targeted audience campaign methods in Q3 2011, two-thirds targeted a local audience, representing a 50% quarter-over-quarter increase, according to [sign-in page] the Q3 2011 Millennial Media SMART report. Millennial insight indicates advertisers in the finance and travel verticals leveraged local market targeting to increase awareness of local bank branches and summer travel destinations. Local market is defined in the report as a campaign targeting method which includes geographic location, DMA, state, and international country, among others. In September, Jumptap reported that location-based targeting remained the most popular method used to reach consumers on its network, employed by one-third of advertisers. (more…)