Dive summary:
- The Best Western hotel chain is using location-based advertising to target users near airports and competitors' locations.
- The campaign is running in Washington state to start and is a partnership with the PayPal Media Network.
- To target mobile users, Best Western has geofenced all of their locations in Washington state and many of their biggest competitors' locations, as well; the ads show users how many miles away they are from a Best Western and offer a "book now" option within the ad.
From the article:
"The highest daily click-through rate that Best Western has seen on its mobile ad is 2.3 percent, which is significantly higher than the average network click-through rate of 0.8 percent, according to PayPal Media Network."