Geo-targeting: fact and fiction
Advertisers are always looking for ways to enhance the impact of their commercial messaging and with smartphone penetration approaching 70%, not surprisingly, mobile geo-targeting is generating increased scrutiny and interest. Being able to reach consumers within a pre-determined vicinity with a call-to-action offer is a grail-like goal. But at this juncture, this goal is not without challenges as it’s simply not as easy as it sounds nor as accurate as often assumed.
There are several ways location based data is generated, some of which are more precise than others: