Here’s another study that confirms what I think is obvious. If you want a digital ad to be more relevant simply make it more localized and the best way to do that is to collaborate with your local dealers.
This chart is from an IAB study where they first of all learned that 70% of smartphone and feature phone users viewed mobile ads as “a personal invitation” as opposed to “a personal invasion”.
The study then went on to ask about making mobile ads more relevant.
The easiest way to localize a mobile ad is to collaborate with your local dealers to give consumers brand and local information on one landing page. Our ad builder, in addition to helping dealers build brand friendly newspaper ads, also lets dealers customize your brand content with their local offers and testimonials to build a more persuasive presentation.
We host the ads too, to make it easier for dealers and so you can track and react to what is happening in every one of your local markets.
From the report’s summary comes this message,
Mobile Commerce is not just about digital downloads but is really linking digital
marketing with real world commerce. In tough economic times consumers are
searching for the best deal. The mobile internet is allowing consumers to search and
find this in the best price in the best location, be that on mobile or in the physical retail
store. This leaves retailers with no where to hide, giving consumers true price
transparency. Mobile advertising is a huge influencer in this
new phenomenon
You can download the entire study here.