'Geo-Conquesting' Drives Customers Away from Local Competition with Mobile Ads [Study]

"Geo-conquesting" – a term used to describe mobile advertising tactics that grab attention away from competitors when they are in the competitor's location – is the next big thing, according to xAd.

Understanding Geo-conquesting

Today, xAd released findings in its Q2 2013 Mobile-Location Insights Report that showed businesses from restaurants and retail to financial services and insurance are successfully employing geo-conquesting, driving customers away from competitors and into their own doors. In fact, geo-conquesting is up 10 percent from Q1 2013, according to the report.


The categories experiencing the most success don't even require an in-depth purchase consideration by target consumers, xAd noted:

Top Mobile and Geo-conquesting Ad Categories

So what should you consider if you're interested in conquering your local competition with mobile ads?, Monica Ho, xAd's VP of marketing, said to keep the following in mind:

  1. Test different targeting radiuses: The optimal targeting radius used for geo-conquesting will vary by business and industry. As a result, test multiple distances in the campaigns to determine the appropriate targeting fence for the locations.
  2. Use location-aware creative: Location is central to geo-conquesting, so leverage this unique feature to create the most relevant creative by telling the consumer how near they are to your locations.
  3. Use action-oriented creative: Coupons, promos, new products or limited-time offers provide an extra incentive for a consumer to choose a brand over it's primary competitor.
  4. Make conversion easy: The fewer barriers between a consumer and a business, the more likely they are to come in the door. As a result, provide one-click access to things such as phone number, location map or map and driving directions.
  5. Track performance past the CTR: Secondary action rates are especially important in geo-conquesting, as these consumers may need something extra to attract them from going into a competitor's location. Understanding what they are looking for (directions, menus, coupons) is key to the success of current and future campaigns.

Published quarterly, the xAd Mobile-Location Insights Report provides trends into the current mobile landscape. Data from the Q2 report derived from xAd's platform in April 2013 to June 2013 from more than 200 unique national brand advertiser campaigns.

About the author

Jessica Lee is the founder of bizbuzzcontent, a boutique content services company that offers quality content creation services and content strategy consulting.

Since 2005, Jessica has been in the business of content and communications, with the past seven years focused on the Web marketing space.

Prior to launching bizbuzzcontent, Jessica was responsible for content strategy, development, and marketing for Bruce Clay Inc. - a global SEO firm, where she served small businesses and Fortune 500 clients.

Jessica has a bachelor's in communications and public relations from San Diego State University.

She contributed to the book Search Engine Optimization All-in-One for Dummies second edition, and her writing is featured in an active college textbook, Reading and Writing About Contemporary Issues.