Mobile Marketing Location-Based Mobile Advertising Questions and Answers Flashcards

What distinguishes proximity marketing from other location-based advertising methods?

Answer: It targets users within very close range, typically under 100 meters

Proximity marketing communicates with users in very close physical range, often using beacons or NFC within about 100 meters or less.

In location-based advertising, what is a polygon target?

Answer: A custom-drawn geographic shape on a map used to define an ad targeting area

A polygon target is a custom geographic boundary drawn on a map that allows advertisers to precisely define irregular-shaped targeting areas beyond simple radius circles.

Which metric best measures the effectiveness of a location-based mobile ad campaign for a retail store?

Answer: Foot traffic lift

Foot traffic lift measures the increase in physical store visits attributable to the ad campaign, directly tying mobile ads to real-world outcomes.

What is geocontext advertising?

Answer: Serving ads with content relevant to the user's current location environment

Geocontext advertising tailors the ad creative and messaging to match the user's current location environment, such as showing umbrella ads when near a rainy area.

What role does SDK integration play in location-based mobile advertising?

Answer: It enables apps to collect and share precise device location data with ad platforms

SDK integration within mobile apps allows those apps to collect precise GPS coordinates and share them with advertising platforms for location-based targeting.

What is a visitation rate in location-based advertising?

Answer: The percentage of users exposed to an ad who later visit the target location

Visitation rate calculates the proportion of ad-exposed users who subsequently visit the advertised physical location within a defined period.