Location Defines Us: How Mobile Data Is Transforming Marketing

A few weeks ago we wrote about how the latest comScore data show 69% of digital media time spent is now on mobile devices. Furthermore, last week Greg Sterling wrote about the IAB’s latest data showing that mobile now accounts for over 50% of digital ad spend.

The shift to mobile has been rapid, but it is the location data derived from these mobile devices that is changing how marketers approach advertising from the perspective of targeting, attribution and audience insights.

Last week xAd’s Director of Channel Partnerships Elina Greenstein presented a webinar to the LSA audience about, “Why Location Is the Future of Digital Marketing.” The discussion began with a customary overview of compelling mobile-related statistics:

  • By 2019, global smartphones users are expected to pass 2.6 billion.
  • 70% of North Americans will own a smartphone by 2018.
  • 4 out of 5 mobile phone users in US have a smartphone and they check their phone 45 times a day on average.
  • 50% of our time is being spent outside of the home and 90% of commerce happens offline.

But where the webinar got interesting was in xAd’s discussion of just how the location data generated by mobile technologies (GPS, compass, accelerometer, gyroscope, beacon tech, etc.) is helping brands and marketers understand people. In many ways location history is an indicator of our tastes and our routines, which are an indicator of who we are.

With location data, marketers and brands now have a better way to understand people and deliver more contextual and personalized messages. But how exactly is this done? This is what xAd explains in the webinar below:

For access to all of LSA’s past webinars, visit

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