Optimizing Location-Based Mobile Advertising Using Predictive Analytics

ABSTRACT

This exploratory field research examined the effectiveness of using predictive analytics to optimize mobile location-based ads by measuring the click-through rates from small-radius “micro” geofenced web and app ads to large-radius “macro” geofenced web and app ads. This study makes a significant contribution to the field of advertising by exploring how to harness big data by using predictive analytics to better target mobile consumers at the right place and time with contextually relevant messages. It also offers suggestions for future research to explore how advertisers could gain more value out of mobile advertising by capitalizing on predictive technologies.

KEYWORDS:

• Predictive analytics
• location-based advertising
• big data
• geofence
• geolocation
• mobile advertising

Additional information

Funding

This research was supported in part by a grant from the Seaver Research Council.