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      The future of mobile advertising: location is key
      Optional Excerpt:The relevance of advertising to consumers is often proportional to the likelihood of conversion.It is for this reason that behavioral targeting, repositioning, AD content preferences and customization, and other similar technologies are very attractive to digital marketers.

      The relevance of advertising to consumers is often proportional to the likelihood of conversion.It is also a good indication that this latest replacement will be of concern to the industry.If you think the highest level of performance you've ever experienced is more likely to come from digital advertising, don't rush into planning.

      Mobile ads that use a user's GPS to pinpoint his or her location are likely to show any product, such as coupons for restaurants near bus stops while you wait for a bus.Or a notification of the arrival of a car from a nearby dealership that you have been looking for on the car research website.With location-based advertising, mobile app developers can customize the display of ads based on the user's location.Advertisers can also have their banner ads displayed only to users near their point of business.

      A new study from the mobile marketing association and Luth research assesses the advertising market's potential, and the results are promising.According to the mobile marketing association, a quarter of American adults (26 percent) have used "maps, directions or other mobile phone services that automatically determine their current location," and 10 percent use the feature at least once a week.And of all location-based consumers, half of those who use the service and also notice the ads will take some action.

      Although the market now seems relatively small, its growth potential is still huge.Most phones, at least those that have been sold in the past few years, include GPS technology or programs like this one that can determine a user's location.And apple iPhone users may prefer to use mobile location services;According to the survey, 63% of iPhone users use location services every week.

      No wonder apple jumped on the opportunity with its iAd platform.There has been much speculation in the industry that apple could launch its own mobile location-based AD offering, given the fact that it acquired Quattro Wireless. IAd earlier this year.The ads will only be combined with apple products, such as iPhone apps.And the company says the ads will be entertaining in order to increase their interactivity and click-through rate.And it's not just location-based;Interaction with iTunes and apple's app store will also help advertisers get the data they need to understand consumers' media preferences and thus deliver more personalized ads.It is for this reason that behavioral targeting, repositioning, AD content preferences and customization, and other similar technologies are very attractive to digital marketers.

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