Improvements in the precision of mobile technologies make it possible for advertisers to go beyond using static location and contextual information about consumers to increase the effectiveness of mobile advertising based on customers’ location. A new study used a targeting strategy that tracks where, when, and for how long consumers are in a shopping mall to determine how shoppers’ physical movements affect their economic choices. The study found that targeting potential customers in this way can significantly improve advertising via mobile phones.
The study, by researchers at Carnegie Mellon University, New York University, and Pennsylvania State University, appears in the journal Management Science.
“Our results can help advertisers improve the design and effectiveness of their mobile marketing strategies,” says Beibei Li, assistant professor of information systems and management at Carnegie Mellon University’s Heinz College of Information Systems and Public Policy, who coauthored the study.
The study took place in June 2014…
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Last modified: April 2, 2019