Location-based mobile ads on the rise
Location-based advertising is starting to gain some traction; recently Essence and xAd have been working with Google's Search App on their location-based mobile ads. This flagged up lots of early logistical problems, but it led to the new version of the location-based campaign, which now uses better targeting tactics alongside programmatic buying.

Until recently, location-based advertising has remained a small part of mobile ad budgets, primarily because it's difficult to pinpoint the exact person with the right type of ad on the fly.

So, it was interesting that during an Advertising Week panel this morning about programmatic advertising, Essence digital agency and mobile advertising company xAd talked about their recent work for Google's search app (which also won Adweek's Media Plan of the Year award) as an example of how some initial hiccups led to successful place-based mobile ads.