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As we keep saying, the age of big data is colliding with the age of mobile. This is playing out in lots of ways, most notably mobile and location signals used to better target mobile ads. But it’s not just targeting as in where the ad shows up… but also what it contains.

xAd has been pushing this idea for a while and it’s now out with its latest quarterly Mobile Location Insights report. The data xAd utilizes in particular is situational (smartfences) and behavioral (user data, brand affinity, etc). These are showing lots of growth on its network.

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As its been doing for each quarterly report, xAd reports that this location targeting has real performance benefits when compared with the rest of the mobile ad industry (where location targeting doesn’t index as high). This goes for clicks and secondary actions like calls.

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Going one level deeper, xAd reports that additional use of situational and behavioral user profiling data creates an even greater performance delta over location targeting alone. This happens to the tune of 10 percent greater click through rate throughout xAd’s network.

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This all culminates in a case study about a campaign run for Scion. By executing a number of its signature tactics in location targeting and data utilization, xAd was able to achieve a 40 percent lift in click through rate and a 120 percent lift in secondary actions.

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Lastly, xAd provides a nice service to this nascent mobile location targeting marketplace by defining some boundaries (literally). There’s lots of confusion out there about the different flavors of location targeting and data. xAd jump starts the dialogue with some level setting.

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We’ll be discussing this very topic with xAd’s Dan Hight during a session at next month’s Leading in Local conference in San Francisco. The panel is on the collision of big data, mobile and local. Ping me for a discount code to the show (

Meanwhile, you can read the rest of xAd’s free report here.

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