Most of us today can’t imagine leaving the house without our smartphone. It’s how we communicate, make plans, look up directions, conduct research, and generally make decisions on-the-go.

This reliance on mobile devices represents a goldmine for advertisers who can use location data to reach customers at just the right moment — when they are near a store, and thus most likely to act on an ad or offer. According to a survey conducted by Harris and Placecast, over 50% of smartphone users said they have taken some kind of action on a coupon or offer that they received on their phone.

Moreover, consumers actively want to receive these communications. This is a big deal, considering that consumers find most digital advertising to be intrusive and annoying. Location data enables advertisers to impart information in their messages that is actually useful, which endears them to the recipients. In fact, 9 out of 10 smartphone owners in the Harris Placecast study said it was important for them to be able to search for a retailer nearby, and 80% and more of the U.S. Shoppers want the ability to check for nearby product availability, according to eMarketer.

Location data not only helps in finding customers in the right place and time, but also enables advertisers to create a clearer picture of who their customers are, and this enables them to segment and target their users with highly personalized and customized mobile ads.

Let’s take a deeper look at the many different ways location data can help advertisers unleash the full potential of mobile advertising.

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1. Dynamic Mobile Ad Creatives

The most effective ads grab customers’ attention, tell a story, and provide relevant information. The relevance factor is key because even the most entertaining or beautiful ads in the world won’t drive results if the consumer is not interested in what the ad is selling. To make ads as relevant as possible, they have to be dynamic, meaning they change as the customer’s context changes.

When building ad creative, location data makes this degree of adaptability possible, so the ad dynamically changes based on what the customer is doing. For example, using location data, an ad unit could provide a map of all the store locations that are nearby. With one click, it loads navigation, and drives customers to the exact store location.

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