Local mobile ad spend increasing with inventory growth: report

As more national brands adopt local advertising tactics such as geo-fencing, click-to-call and click-to-map, the share of overall mobile ad revenue attributed to location-based campaigns will grow from 40 percent in 2013 to 52 percent in 2018, according to report released today by BIA/Kelsey.



As the ability to attribute a sale to a mobile ad becomes clearer, marketers will be better able to determine the return on investment of their efforts which should lead to be bigger investments, according to BIA/Kelsey.



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