In July, Google rolled out location-awareness to their mobile display ads. From the article on Techcrunch:
Google says that mobile ads that offer a location generally see an average 8 percent increase in click-through rates over plain-vanilla mobile ads, and click-to-call mobile ads see a 6 percent increase in clicks.
To be clear, these aren’t interruptive ads – users still have complete control over their phones. These ads appear when – for example – you’re standing on a street corner Googling for a restaurant.
I’m very curious to see where location-awareness mobile advertising goes, since these kinds of ads are less like advertising and more like features.