NOTE: GrowthBeat -- VentureBeat's provocative new marketing-tech event -- is a week away! We've gathered the best and brightest to explore the data, apps, and science of successful marketing. Get the full scoop here, and grab your tickets while they last.
We’ll drive 2.8 miles for a sandwich, but 7.1 miles for a great Italian restaurant. And while we may only go 3.6 miles for a coffee shop, we’ll easily go almost nine miles for just the right mall.
Nagivation services company Telenav knows a little bit about what people will drive for — and when it’s worth showing hyper-local ads to them.
Powering navigation apps like Scout for iPhone and running its own advertising team gives Telenav billions of monthly data points on ads and services that people will drive for. The company has summarized that data in a new report, unveiled today.
“Location is an extremely powerful tool for targeting mobile ads, but most advertisers are still applying a one-size-fits-all approach when it comes to location targeting,” Eli Portnoy, Scout Advertising GM said in a statement. “For example, I live in Los Angeles and it makes no sense to show me an ad for coffee in Pasadena because I will never drive the nine miles it would take me to get there. That would take me over an hour.”
One size especially doesn’t fit all when you look at different cities.
While shoppers in Dallas, Seattle, and California’s Bay Area routinely drive between 7-8.5 miles for shopping, New Yorkers and Chicagoans drive few than five. And in San Diego, car owners travel on 2.7 miles for gas, while Houston drivers almost need a top-up station on the way to the gas bar, driving 7.1 miles, on average, to fill ‘er up.
All of which data needs to inform your local marketing strategy.
Here’s all the information, in visual form:
Image credits: Telenav