xAd: 51% of mobile device users say they like mobile location-based advertising

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According to a September 2014 Thinknear/Telenav report, mobile location-based advertising can help advertisers improve targeting and generate better creatives, of course, if the data they rely on is accurate. The company defines "location accuracy" as the intended location of each ad request rather than its physical location, and GPS is the most accurate source of mobile location, followed by Wi-Fi and cell towers, IP addresses are fourth, and user registration is the least effective.

By location, hyperlocal ads had the largest share of delivering accurate ad impressions in the third quarter of 2014, growing to 46% from 34% in the second quarter; national impression share increased, while local ads remained stable.

Research released by xAd and Telmetrics in July 2014 (based on Nielsen surveys in February and March 2014) showed that mobile phone users like location-based advertising, with 51% of US mobile device users saying they like location-based mobile advertising and 19% saying they don't; in comparison, in 2012, 36% of people liked location-based mobile advertising and 31% didn't.

Advertisers are looking to increase spending on mobile location-based advertising because they want to improve the accuracy of location data and provide consumers with targeted advertising. In April 2014, Berg Insight predicted that mobile location-based advertising spending and the global market will grow from $1.6 billion in 2013 to $14.3 billion by 2018.

Compiled from: eMarketer Translator: Sun Ying