Local mobile is growing faster than any medium ever, for a simple reason: utility. The more mobile devices can do, the more people rely on them to navigate options where they live. And the more advertisers can give them what they want where they are in the moment, whether that's on the street, in the store, in the office or on the couch.
Research and results confirm that people want local ads, offers, information and content. They act on local ads fast. They visit, they explore, and they buy.
The technologies of Geo-targeting are advancing and multiplying rapidly, as are the types of advertising they support. To get the most from local mobile, planners need to approach it as a channel, not a silo; integrate targeting methodologies to balance precision and reach; and align distribution, retailers and customer service to support the chain reaction that local mobile can set in motion. Creative teams need to design for usability, optimizing ads and landing pages for quick views and clean clicks; and creating ads for particular operating systems.
Mobile encompasses a wide array of devices—including feature phones, smartphones, tablets, and eReaders—for which local advertising is available. While much of the guidance in this document is relevant across devices, this buyers guide is focused on ad opportunities related to phones.
This Mobile Local Buyer’s Guide was developed by a sub group of the IAB Local Committee which is part of the IAB’s Mobile Marketing center of excellence with sponsorship by The Weather Channel. IAB Local Committee contributors include representatives of the following IAB member companies and writing by Fred Pfaff (Fred Pfaff Inc.).
Centro Neustar - Quova Inc
Google Street Fight
Hulu The Weather Channel
Local.com Corporation Tribune
Marchex Verve Wireless
Publishers Clearing House Yext.com