Marketers have found success by segmenting online consumers by location, especially with paid search marketing. These strategies often use IP addresses to target online ads to visitors from specific regions or cities.
Now GPS is being added to mobile devices. The coordinates are accurate within a matter of feet, rather than miles. This is opening up the opportunity for much sharper location-based advertising.
GPS-based location-driven ads have the potential to be very effective, according to a survey by Marketing Research Services Inc., on behalf of NAVTEQ.
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