Many people will tell you that understanding mobile context is key to delivering a relevant mobile ad experience. However, it’s not an exact science and very few have been able to define mobile context explicitly enough to make it actionable for marketers.
Four key mobile context elements, when used in combination, can result in increased user engagement and campaign performance.
A user’s location is an essential component to the mobile experience as 68 percent of smartphone activity is conducted out of the home.
Much can be inferred from a user’s exact location beyond their point on a map, such as the type of businesses a user might be interested in based on their proximity, the type of activities they may be engaging in (in the case of someone in an airport or at an event), or even if they are in a place where they would have the ability to view and/or engage with advertising (in the case of a car on the highway).