Report: Geo-Conquesting Mobile Ads Deliver 11% Conversion Lift

xAd | 08/14/2013


This morning local-mobile ad network xAd released its Q2 Insights Report. The report focuses on trends related to “geo-conquesting” on its network. In March, xAd told me, among “national [xAd] advertisers that are leveraging place-based targeting, which is 67% .  . .  9 out of 10 are doing conquesting.”

As a general matter xAd’s advertisers are using location in two very distinct ways:

  • Audience targeting (where location is a mechanism for developing audience profiles)
  • Geo-fencing/geo-precise targeting (where conquesting is a subset)

In the audience targeting category, location is largely in the background. This technique is now quite common across several mobile ad networks. With geofencing/geo-conquesting the campaign is all about specific locations.

In its Q2 report xAd contrasts the top ad categories on its network with the top geo-conquesting categories.

Overall xAd’s ad inventory, the company says, outperforms mobile ad-industry norms and benchmarks — both in terms of clicks and conversions (measured in different ways). The figures below reflect only CTRs, which is a generally poor metric for mobile ad performance.

Despite the appearance in the graphic below that geo-conquesting doesn’t perform as well as general location-targeted display, secondary actions data (post-click) reflect they typically outperform conventional location-targeted ads — which in turn outperform regular mobile display ads.

In a case study involving Outback Steakhouses xAd showed that engagement and intent to buy (as measured by landing page store locator lookups) was significantly higher with geo-conquesting ads. The company said, “Post-click activity was highest on the geo-conquested portion of the campaign showing an 11% lift on conversion actions such as access to a store locator.”

The Outback campaign used 5 and 10 mile geofences around various competitor restaurant locations and sought to stimulate visits from loyal customers and potentially change behavior among those considering other causal dining establishments.

Read the Full Article at Screenwerk.com