Google steers mobile advertising into hyperlocal relevance

Google introduced new "hyperlocal" mobile advertising features that serve locally relevant ads and display distance information to help consumers understand how close they are to a nearby business or point of interest. According to Google, hyperlocal distance information enhances its existing location extensions ad format with markers identifying the distance between the mobile subscriber and the advertiser's business location, adding that users see hyperlocal ads only if they've opted into sharing their location data on Google.com. The ads also boast one-click access to Google Maps as well as a click-to-call feature enabling consumers to connect directly with the advertiser.

Writing on the Google Mobile Ads Blog, product manager Surojit Chatterjee explains that hyperlocal distance information is automatically enabled for the location extensions format and does not require additional configuration, adding that campaigns must extend across all mobile devices touting full web browsing, including iPhone and Android smartphones. The format is available only on the Google search network and in regions supporting location extensions ad formats-- advertisers are charged if users click to visit their website or connect to the phone number included in the ad. Chatterjee said Google plans to introduce other hyperlocal advertising efforts in the near future.

For more on Google hyperlocal advertising:
- read this Google Mobile Ads Blog entry

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