A combined focus on search and location raised the click-thru rate for a recent Scion mobile campaign by 40%, according to a case study. "We view location as the ultimate intent variable for mobile. ... If a car shopper is out and about, mobile advertising can be used to remind the user that they are near a dealership and provide immediate calls-to-actions," said Monica Ho, vice president of marketing at xAd, which worked on the campaign.
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