Location data make other advertising relevant, experts say

06/18/2014 | BBC

Location-based data through smartphones is increasing the relevance of other outdoor forms of advertising, such as billboards, writes Matthew Wall. The ability to see what mobile users are searching at a specific bus stop, for example, helps marketers better target their messages to the right audiences. "Thanks to location data, we now understand the relevance and value of a particular advertising position compared with another," says James Davies of Posterscope.

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