Application of Wireless Location Technology in Advertising

Abstract:

Recently, more and more companies are using wireless location technology to improve advertising effectiveness, such as location-targeted advertising. Location-targeted advertising involves the provision of ad messages to cellular subscribers based on their geographic locations. Location-targeted advertising opens up an innovative conduit to deliver ads and coupons that are customized to an individual’s tastes, geographical location, and time of day. Although location-targeted advertising seemingly offers practitioners tremendous potential given the ubiquitous nature of mobile devices, we know very little about it. This paper summarizes up-to-date research findings of location-targeted advertising, and makes managerial implications of how to use this technology efficiently.

• Periodical: Applied Mechanics and Materials (Volumes 268-270)
• Pages: 1805-1808
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.268-270.1805
• Online since: December 2012
• Authors: Zheng Fang, Yang Yang, Yan Dong Ren, Jing Cai
• Keywords: Asymmetric Effects, Cannibalizing or Complementing Effects, Driver of Sales, Location-Targeted Mobile Advertising, Wireless Location Technology

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