Study: Most location-based ad spending is wasted on bad targeting

Analysis completed by Location Sciences found that up to $65K of every $100K spent on location advertising fell outside of the targeted area or is based on signals of insufficient quality to deliver targeting requirements. According to the report, 29% percent of location-based media spending went to delivering ad impressions outside of the geotargeted area, while 36% was wasted because of a lack of quality location signals.

Reaching consumers with location-based ads is considered one of the most powerful promotional strategies, underpinning the increased spending on mobile, out-of-home (OOH) and experiential marketing. The ability to connect with on-the-go customers when they're ready to shop, or to direct them to nearby stores, restaurants and entertainment venues is a key advantage for mobile platforms. However, those capabilities are undermined when location-based ads are misdirected because of poor-quality data or signals. Read more here in this short article in Mobile Marketer:  https://www.mobilemarketer.com/news/study-most-location-based-ad-spending-is-wasted-on-bad-targeting/561908/