Local mobile campaigns generate more clicks for national brands

01/13/2013 | MediaPost Communications

Evidence is growing that local, location-based mobile campaigns can pay off for national brands. Data from xAd show mobile local display ad click-thru rates of 0.72%, compared with a 8.13% rate for mobile local search and 0.1% for mobile overall. "We know ads generate user intent, so craft the campaigns to include click-to-call links or an easy way to get directions for those that rely on foot traffic. It provides a tool to measure performance," said Mike Boland of BIA/Kelsey's Mobile Local Media practice.

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