Hasta La Creative!

For what seemed like forever, the promise of mobile advertising was all about reaching the proverbial “right consumer at the right time with the right message.” The descriptions from zealous mobile ad execs usually involved ads or notifications that hit someone’s phone with an offer when it was near a storefront or spotted in a grocery aisle. In other words, it was all about using the data immediately.

That was mobile location data 1.0, suggested industry execs at the Local Search Association conference in San Diego this week. Some believe location data 2.0 has begun.

What that means, they say, is that advertisers are sophisticated enough to look at location data more holistically through a wider lens. While many mobile marketers still focus on getting messages to people at key moments, the use of data showing where people have been over time is just as, if not more, important than where they are right this instant.

Continue reading at AdAge.com