Columnist Andrew Waber shares data from a recent study by Cidewalk and Chitika Insights on mobile activity by city.
“Location, location, location,” the long-time axiom of the real estate market — and, more recently, one of the largest trends in online marketing with its inexorable tie to mobile. Yet, while industry practitioners largely understand the myriad benefits of localizing campaigns, it seems the growth of inventory, the corresponding importance of real-time bidding (RTB) exchanges, and the increasing number of buyers have made navigating the environment slightly more tricky.
One major question that often factors into discussions around campaign localization for national brands is this: Which cities currently present the biggest bang for the buck?
To help answer this question, the Cidewalk and Chitika Insights team examined hundreds of millions of U.S.-based mobile ad impressions running across multiple RTB exchanges. Impressions analyzed were those served across the ad exchanges between March 18 and 24, 2015, coming from users of mobile apps which included a location identifier. We then segmented these data by city…
Marketing Stats Toolbox: Mobile Activity By City To Keep You Ahead
