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Marketers significantly beefed up their mobile advertising this year with tactics that go beyond driving in-store traffic and instead use branded apps, search and integrations into third-party navigational apps such as Waze to lure in interested consumers. Here are the top ten location-based advertising campaigns this year, in alphabetical order. 20pc of adidas mobile store locator visits result in in-store trafficAdidas, iProspect and Google worked together earlier this year to measure the impact that mobile search has on in-store traffic.
First, adidas linked mobile search campaigns with location extensions to drive consumers who were searching for a store straight to the store locator page on the brand’s mobile site. Adidas' mobile siteIPropsect then used adidas’ internal data to estimate that one in every five clicks on the store locator page led to an in-store visit. The companies then theorized that 20 percent of in-store visits result in a purchase with an average order value of $80, making each store locator click worth $3.20 and resulting in a 680 percent incremental lift in ROI.
Adidas’ campaign underscores the importance that linking up mobile and in-store traffic is playing for marketers. Best Western mobile ad generates 0.95pc CTRBest Western ran a location-specific campaign in the state of Washington around airports and competitors to encourage consumers to book a hotel. Best Western worked with PayPal Media Network on the campaign that let consumers either book a hotel instantly or view a map. The campaign also shows the potential for mobile advertising to sway last-minute sales as consumers rely more on their mobile devices to make travel decisions on the spot. Coors Light propels foot traffic via location-based mobile adsMillerCoors’ Coors Light took a unique twist to drive traffic into bars and restaurants. The beer brand ran mobile ads inside sites and apps such as The New York Post and CBS News during the football playoff games.
Coors Light makes mobile advertising localWhen consumers clicked on the ads, a branded landing page with a map is brought up that shows nearby restaurants that serve Coors Light products.
Since Coors Light likely will not be selling a beer directly through mobile any time soon, a location-based ad is a smart way for the brand to drive consumers into locations to try one out.
Dairy Queen tries location-based advertising to increase summer foot trafficDairy Queen bet on mobile advertising this year with a campaign to show consumers where they can find Orange Julius locations inside the ice cream shops. Banner ads within Fandango’s mobile site expanded when clicked on to pull in a map of nearby locations. Orange Julius locations plotted on a mapIn 2013, mapping data and location has increasingly become more sophisticated, and Dairy Queen’s ad shows the gains that marketers have made in terms of driving foot traffic through mapping. Fiat helps Waze users find nearby relaxation spots to avoid trafficAutomaker Fiat was one of several brands to leverage the mobile application Waze this year to serve up location-based ads to consumers. Fiat tries Waze in BrazilWaze was acquired by Google in June for $1.03 billion to help the company strengthen its location-based offerings, and other brands including Universal Pictures and Interscope Records have also leveraged Waze with local, relevant offers. What is interesting about Waze as a marketing platform is that the app has its roots as a utility service that uses live maps to offer consumers turn-by-turn directions, making ads less of a distraction since they are surrounded by relevant information.
The campaign ran within the Pandora iPhone application and pulled in several pieces of information to eliminate the need for a landing page. Jack in the Box's location-based adsQSRs lead the pack of industries leveraging mobile advertising to drive in-store traffic, and Jack in the Box’s ad shows the gains that marketers are making in perfecting the location-based ad.
Outback Steakhouse leverages mobile location to target competitors' customersOutback Steakhouse was one of many brands to take standard geo-fencing up a notch with geo-conquesting.
The steakhouse chain ran a campaign that generated a 78 percent lift in click-throughs for ads that were served within five miles of a competitor’s location. The Outback Steakhouse mobile adsAdditionally, post-click activity was highest on the portion of the campaign that was targeted towards competitors. Outback’s campaign highlights the growing role of location for marketers this year in driving in-store traffic.
Peter Piper tries location-based advertising to build SMS databasePizza chain Peter Piper rolled out a pilot program to several of its Texas locations this year that targeted in-app ads to consumers who were nearby stores. The ads were day-parted to either serve lunch or dinner offers to consumers and included a call-to-action that prompts consumers to type in their mobile phone number to join Peter Piper’s SMS program. The Peter Piper adsTo build an ongoing relationship with consumers after they clicked on the mobile ad, Peter Piper chose to start building up an SMS database, pointing to the need from marketers to load mobile ads with calls-to-action that drive long term engagement.
The brand used location data to identify consumers who had previously visited Vespa and Moto Guzzi dealers and then retargeted them with location-specific ads.
The location-based mobile adsAccording to PGA, the average consumer buying a Vespa spends two to three months researching before they buy. The post check-in ads aim to serve up relevant offers and content based on the location of a check-in. Facebook has come a long way in its quest to be a mobile force to be reckoned with — but it’s still not there. There’s no discounting the fact that Facebook has made a concentrated effort in trying to reach out its more than 1 billion users on every feasible platform — desktop, phone, and tablet. But the company has been rather wish-washy in what they claim will be the best thing for its users.
By reading that statement, it’s apparent that Zuckerberg really wanted the mobile Web to succeed, and it very well could have — and still might with those lesser advanced phones and for those users who refuse to download the app. On iOS and Android you can just do so much better by doing native work and we needed to do that. With this update, the social network company said it rebuilt everything from the ground up and that it became twice as fast as its predecessors when launched on the iOS device.

The launch of the native apps could be considered to be a major milestone for the company because it’s a good sign that Facebook was beginning to take the mobile experience of its users very seriously. Zuckerberg’s point was reiterated following the company’s Q3 2012 earnings report on a call where it was announced that more money was to be made from mobile — an area where people had a 70 percent likelihood of using Facebook daily. As TNW’s Matthew Panzarino reported, Zuckerberg believed that over the long run, more monetization for time will happen on mobile than on desktop — partially because of the fact that ads need to be built into the mobile apps and made to work like ‘movies’ which will be more likely to engage users. Last fall, Facebook revealed that in its pursuit to improve the mobile experience, it had directed its different teams to own their product experience. Currently, the social network has a few stand-alone applications besides its base service, including Instagram, Messenger, Poke, and Pages. Already we’re seeing departments with Facebook launching some new features, including VoIP calling through its Messenger app in Canada, the US, and the UK.
After all of this effort, some might wonder whether Facebook has finally broken through the barrier and has found magic bullet to mastering the mobile space.
Last October, the company announced the release of its mobile app install ads feature — a new advertising service to help drive users to install apps on their smartphones. Naturally, advertising has been one of the traditional forms of monetization for any company and it’s no different for Facebook. Google recently released its Google+ sign in feature, which also now implements the behavior of the mobile app install ads. It’s clear that Facebook has had much success with its native applications and there appears to be an increase in mobile usage as a result.
To that end, it probably shouldn’t surprise anyone that last Thursday, Facebook released its first phone, at least technically.
If you’re thinking that this is a larger move for Facebook to create an operating system, you’re mistaken.
As TNW’s Emil Protalinski said, “a launcher means Facebook can get Android users to install, and Android partners to preload Home as an additional option. Starting with the HTC First, Facebook looks like it wants to build an ecosystem of its supported apps right on a user’s phone. Advertisements will not be displayed in Home, but in the future could be added, leading some to believe that much more targeted ads are set to be revealed. In the end, Facebook has gone from trying to take on the mobile Web to seeing its revival with native apps. The mobile applications are a great decoy for achieving notoriety and engagement with the brand.
Kraft, the major food company in the United States, launched in an application called iFood Assistant.
The internationally renowned car company Audi, launched an app called Audi A4 Driving Chalenge.
This will continue into 2014 as marketers tie in additional pieces of data indicating intent to make mobile campaigns more contextually-relevant.
As marketers look to better understand mobile’s value, similar tests will likely be done in 2014. When consumers click on a branded icon, copy encouraged drivers to pull over and take a break from the traffic. Instead, consumers could type in their ZIP code to find a store location straight from the ad unit itself. The campaign generated an 11 percent lift in conversion actions such as finding a nearby store than standard geo-fenced campaigns.
As geo-fencing has become more mainstream in the past few years, geo-conquesting is a way for marketers to differentiate their campaigns and win over consumers with aggressive offers. Therefore, utilizing location data keeps the brand top of mind for consumers, and PGA was able to target only the consumers who are interested in its products. It's heartening to see how many great instances there are of brands succeeding with location-based advertising. On Thursday, its CEO Mark Zuckerberg told press and the world that his company had become a ‘mobile first, mobile best’ company with the release of its Android launcher software called ‘Home’.
From building HTML5 apps to those that run on iOS, Android, Windows Phone, and BlackBerry, to now its evolution — the Facebook phone and Home, just how does Facebook’s standing in the mobile space really measure up? The company says that no matter what kind of phone you’re using, whether it’s an iPhone, Android, BlackBerry, or Windows Phone, the social network will be accessible to you. Last October, Zuckerberg said that more people used the service more on its mobile-targeted website versus on the iPhone and Android combined.
There are more people who use Facebook on Android — because Android is just — more people use it, at this point. But keep in mind that a month prior to Facebook’s CEO making that statement, he appeared on TechCrunch Disrupt in San Francisco in his first public appearance since the company went public and admitted that it was the company’s “biggest strategic mistake” to go with HTML5 instead of a native app. People have said the experience using the company’s HTML5-based app with a UIWebView interface was simply terrible: long load times, notifications were intermittent, and the app even crashed quite frequently. If they hadn’t, would it be subject to a similar fate that other social networks like MySpace (not Myspace) and Friendster? Following its disappointing IPO, its COO Sheryl Sandberg appeared on CNBC and said she supported Zuckerberg’s statement. Facebook also has Camera• although it appears not much has been done with it since its launch and the acquisition of Instagram.

The launch of its advertising platform has made some to compare it to Google, but could it compete? Sandberg thinks so. In Q4 2012, the company revealed that 23 percent of its advertising revenue was made up from its mobile ad platform, worth $305 million. The company said in its Q3 10-Q filing that it expects more users to come from mobile devices than desktop and that quarter was the first that statement became true. Through its Android launcher it’s calling Home, the company says it’s hoping to change the dynamics of the mobile landscape by no longer making the experience about the apps, but rather the people. Of course, privacy concerns abound, but the company has said that its system will not track the device’s GPS location, and can be turned off and reverted back to the stock Android OS version.
Now, it appears to be looking forward to expanding its reach to something more holistic — the entire device. He carries around a big camera & likes to write about tech, startups, parties, and interesting people. This device is what we first see and check after we wake up in the morning and the last thing we see before going to sleep – the perfect relationship.
This application allows you, among other things, buy new clothes that arrive weekly from the galician store through your mobile phone, without you having to go to the store, as well as finding pictures of their catalogue, look book and collection. Its distinguished image and its peculiar capacity of functioning even with wind have maintained it popular in the market from the year of its origins. I can shop without waiting in line and can actually see every item in their store and always find a deal. More and more companies have realized the benefits of reaching umpteen numbers of people through advertising on smart phones and mobile devices.
But for all of its efforts, can Zuckerberg claim that Facebook has really reached that goal of a mobile nirvana?
She also said that to help compensate for its performance, mobile and advertising products would be key to winning the hearts of investors.
Now, teams are able to “push the envelope” when it comes to their applications and, after soliciting feedback from experts and thought leaders, they can create more thoughtfully-executed experiences across multiple platforms. It has even initiated new programs to help developers monetize their products besides the traditional banner ads. With more than 1.01 billion users, 604 million of them are mobile, perhaps because of its flexibility in being portable.
It’s an integration layer — some might reference it to be akin to your desktop on Microsoft Windows in that it’s all about the customization.
In addition, Facebook says that it will not look at any data from non-supported applications. Could this be Facebook’s way to mimic Google’s Chromebook computers, but for the mobile device? According to MarketingProfs, we dedicate approximately 80% of our time checking an app on our mobile phone, which is 94 minutes on average on a daily basis. It is not a short term aspect and it takes shape the way companies deal with its consumers.
In addition, these teams will be able to rapidly share any changes with its users without having lengthy internal review times. Previously, the only way for advertisements to happen on the social network was through the desktop. As we reported then, she says that with great targeting and the fact that people are using the service to reach customers who are real and will truly engage, there can be tremendous value for marketers to “get the bank for their buck that they need”. We’ll have to wait and see — perhaps the social network company will release some more apps to support its ecosystem to help the phones truly be all about Facebook. Therefore, if you are capable of creating a useful application that responds to a day-to-day necessity or which has differential value and it’s also easy to use, the app can actually find its small space on mobile screens all over the world. This app changed its name into Starbucks for iPhone continues existing and being widely used. Two of the achievements of Kraft are that they could get the users to pay their application (99 cents) and that the application included advertisement.
The downloads exceeded 10 million and since the day of its launching it was always in the top ten iPhone downloads. The aim of the game is to drive through the road cones using the accelerometer of the iPhone.
We have no apprehension in claiming that we are rated among the best mobile advertising companies in India. Mobile marketing has been boon as it can reach the audience instantly and has the tendency to cast positive effect and this is what our experts consider before weaving mobile advertising services for your company. It’s a free application, but you have the option of personalizing it by paying 99 cents. ActionX claims that click-through rates on these types of ads are two to three times higher than a typical mobile ad.
Once two full sentences were completed, a virtual medal was given to consumers and they had the option to replay the game.Up until recently, the focus on alternatives to banner ads has focused on playing up touch interactions such as rich media.

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