Diana Pouliot, the director of mobile advertising at Google revealed that one-third of all Google searches via the mobile web pertain to an aspect of the searcher’s local environment.
Paul Feng, Google’s mobile-ads group product manager, spoke on Google’s efforts to make their advertising reach as local as possible. According to Mr. Feng, “We think of location as a hugely important signal.”
The mobile industry seems to agree and some analysts now project that location-based mobile spending will top $4 billion in 2015. That’s a huge increase from the $34 million spent just last year.
Google is admittedly hard at work optimizing advertising platforms for the increasing pertinence of “local-intent” in many mobile searches.
But Google won’t be alone in its efforts. This week, Forbes stated that Yahoo’s sales reps are “going after big companies with outlets that advertise in local newspapers and on regional radio stations and Web sites.”
Marketers referenced include Dunkin’ Donuts, Burger King, Pizza Hut, State Farm Insurance and Home Depot.
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