Business software company Marketron today announced the addition of location-based advertising to its suite of monetization products. Martin Kristiseter, VP of Mobile Solutions, promised that the new product “will be unequaled in its ability to present and deliver cutting-edge mobile advertising products.”
Location-based advertising addresses the dominant trend in digital listening, which is the migration of consumers to mobile environments. An eMarketer study this month concluded that mobile advertising will surpass traditional radio advertising revenue this year, and continue to widen the lead. Marketron’s new initiative is aimed at providing new value to local advertisers (car dealers being the preeminent example) and broadcasters who sell advertising to them.