I’ve written a number of reports and generated slide decks that collect and summarize the disparate data in the market showing the role and importance of location in PC and mobile advertising. The bottom line is that localized ads outperform non-localized ads.
Users explicitly prefer localized ads. They perceive them to be more relevant than non-localized ads. The latest study to confirm this is from Nielsen, Telmetrics and xAd. I’ve already written up aspects of the findings on Search Engine Land and Marketing Land.
In this post I’ll just focus on the advertising component of the study. Very much like recently released IAB data showing much the same thing, the Telmetrics-xAd study (n=1,500 US adult mobile users) showed that consumers are much more likely to respond to mobile ads that are “locally relevant.”
Advertising users mostly like to click on (top 3):
- That are locally relevant to me: smartphone (73 percent) tablet (70 percent)
- That offer coupons/promotions: smartphone (72 percent) tablet (69 percent)
- Ads from known brands: (59 percent) tablet (65 percent)
The smaller IAB “mobile diaries” study (n=260) found that the best way to make mobile ads relevant to users is to localize them:
In the Telmetrics-xAd study, overall, 66% of users reported that they noticed mobile ads and 33% clicked on them.