As of a year ago, only 40% of mobile ad campaigns involved some kind of targeting. Many companies are working to change that ratio–making it easier for advertisers to target mobile consumers based on their demographics, location and previous behavior. Some, like Spotzot, are also offering the opportunity for advertisers to dynamically generate ads that deliver a specific product, offer or location to interested shoppers–in realtime. The company claims that its SpotAds, which officially launched today, are 40% to 70% more effective than traditional mobile ads. In tests the company ran earlier this year with brands such as Macy’s, Wal-Mart, and Best Buy, 4% to 12% of shoppers who clicked on Spotzot’s ads subsequently visited stores. Read →