35% of US businesses now use targeted mobile ads

Over a third (35.5%) of US companies are now using mobile adverts and location targeting to reach audiences based on geo-fencing and geo-targeting, according to new research by BIA Advisory Services.

The latest report suggests that businesses with over 500 employees were spending around $4.48 million on ads. Another $2.18 million was being allocated to promotions.

Businesses with more than 500 employees also had higher marketing budgets of $6.66 million, compared to an average $259,000 for businesses with 100-499 employees.

Among the top five advertising channels were social ads, email, direct mail, direct home and mobile location.

The survey of 1,500 US local business advertisers also touched upon three dominant trends. First, almost two-thirds of business advertisers (61.2%) now use social ad channels to reach targeted audiences.

Secondly, deep targeting is a feature of all top five advertising channels used by business marketers. And lastly, mobile location targeting is being employed by a growing number of businesses.

“As businesses continue their push to target local consumers, the media that delivers deep analytics to them will be the preferred choice for businesses’ advertising and marketing dollars,” said Celine Matthiessen, BIA’s VP Analysis and Insights and SAM study director.