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Author Archives: Linda Barrabee

About Linda Barrabee

Location-Based Advertising: Isn’t it Better to Call it Contextual-Based Advertising?

While preparing to moderate the “Location Based Advertising: Hitting the Target” panel at the upcoming CTIA Wireless show, I’ve been marinating in the topic, and creating compelling questions/issues to explore with my panelists. Maybe it’s just semantics, but even the panel’s positioning as location-based advertising (LBA) made me take pause. The use of LBA seems too narrow and limiting. Knowing where consumers are when they’re mobile is a critical piece in the targeting puzzle. It certainly represents potential gold for advertisers (i.e., driving foot traffic into local brick-and-mortars) and hopefully makes ads more relevant for consumers. However, location is far more powerful when combined with other elements:
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