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Local targeting in Mobile – should we be using it more in South Africa ?

Global journalist, Chi-Chao Chang are reporting local targeting in Mobile is not being used enough:
Finally, the promise of location targeting is a reality…. so why aren’t more national brands using it? Here are five reasons why local targeting will finally show national brands (and the world) the real value behind mobile.

The tools are available, the statistics indicate advertisers should be gobbling up the space, what is holding them back?
Why aren’t advertisers investing more in mobile?
According to analytics firm Flurry, people spend 23 percent of their time on their mobile devices, second only to TV at 40 percent. Though the medium accounts for only six percent of people’s leisure time, print gets 29 percent of ad spend.

Interestingly, mobile receives about one percent of ad budget spend, compared to TV at 43 percent. Why the big gap? Mobile has grown so rapidly, advertising hasn’t caught up with it yet. Although agencies and brands are increasing their mobile ad spend, they remain in learning mode, looking for the best ways to leverage mobile and create more valuable ads. Laurie Cutts

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