November 10, 2011
Location, location, location
Local-based targeting grew 50 percent quarter-over-quarter and made up 66 percent of all the targeted audience campaigns on Millennial Media’s platform, according to the company’s recent report.
The new Smart report proves that marketers are increasingly using location to better target consumers. The report also found that certain post-click options, such as the ability to watch video, grew 78 percent quarter-over-quarter.
“Using mobile to reach local consumers has been one of the major trends of 2011, and this was definitely seen in the third quarter of this year,” said Mack McKelvey, senior vice president of marketing at Millennial Media, Baltimore, MD.