Marketers are tapping into data to reach a specific audience, which is allowing campaigns to reach significant return on investments and noteworthy engagement rates. As technology and consumer behavior through mobile is continuing to evolve at a rapid rate, advertisements are gaining more tools to do so which alludes to a significant future in this area. 

?It has become much easier to identify relevant mobile audiences as targeting capabilities have improved significantly,? said Ran Ben-Yair, cofounder and CEO of Ubimo. ?As the mobile programmatic ecosystem is starting to mature, more data and inventory becomes available, and mobile centric technologies, like in-app targeting, are emerging to replace the desktop era platforms that are struggling to shift to mobile. 

Ad targeting is important for brands and marketers as it allows their content to be more effective. Through the use of data and user information they are able to reach consumers more likely to be receptive based on demographic information such as background, location, weather and various other details. 

For instance, Coca-Cola leveraged beacon technology in movie theaters in Norway to both target and then retarget smartphone-equipped moviegoers, with 24 percent clicking to collect a free soda while at the theater (see more). 

Another campaign featured a large tourism organization that rolled out mobile ad campaigns only when the weather was bad, such as raining or snowing, in certain areas. The advertisements shared content of good weather at its location and inspired consumers to book trips, during times in which the weather was not so pleasing at home. 

?They ran their campaign only when it was snowing and raining outside and they reflected the real-life weather conditions in the creative, requesting users to swipe the screen to see the real-time temperature at the tourist attraction,? Mr. Ben-Yair said. ?This is a great example of how an advertiser can create highly relevant targeting based on weather conditions and adjusting their message on the fly."

The strategy is important in today?s mobile-centric marketing atmosphere as consumers are highly averted by interrupting ad content a great deal more compared to the past. Mobile users simply do not want to interrupt their experience, and doing so can create a negative sentiment. 

This form of ad content is allowing marketers to reach consumers with unique, personalized campaigns which can excited them rather than push them away. 

Ad targeting has existed for quite sometime but the following year allowed it to really grow legs, as the technology for obtaining these types of data is much stronger than before. 

?Instead of marketers attempting to use outdated Web-based methods adapted for mobile, they are now able to harness the power of real-time and real-life data layers such as location, weather and events in order to build a better understanding of their audience actual context,? Mr. Ben-Yair said. ?This is going far beyond just location targeting. ?