Resumen de How effective is location-targeted mobile advertising?
Zheng Fang, Xueming Luo, Megan E. Keith
An Asian mobile service company (which wishes to stay anonymous) discussed in this article has partnerships with cinemas and sells movie tickets via mobile phones. The mobile company provided us with data about more than 3.2 million consumers who had been exposed to the company's mobile-ad app for movies over the course of a year. In response to the location-targeted mobile ads, consumers could inquire about movie information, book tickets and select seats from the app. If consumers were physically within a given geographic proximity of participating cinemas, they received location-targeted mobile ads via text messages that informed them about what movies were playing in the nearby cinema and how to purchase tickets by phone. Besides location-targeted advertising, the mobile company also promoted movie ticket sales via mobile ads that were targeted by behavior but not consumer location; the company randomly selected and sent mobile-ad messages to those consumers who had responded to previous mobile ads and who had purchased movie tickets in the past three months. The mobile advertising with behavior targeting had the highest impact on sales. Nonetheless, the location- targeted advertising was substantially more effective than the instant message ads. However, location-targeted advertising was not equally effective with all consumers
