90% of national advertisers on the xAd US mobile network take part in 'conquesting'

"I had an interesting catch-up call with xAd this morning. We discussed a number of trends and metrics that the company is seeing in display campaigns running on its network. One of them, which really surprised me, was that “9 out of 10″ of its national advertisers are engaged in “conquesting.” That’s where geofenced messages are shown around competitors’ locations.
Marketing VP Monica Ho told me that national advertiser campaigns on the xAd network often feature one type of ad creative to reach people around the companies’ locations and a different approach and ad creative targeting consumers around competitors’ locations.
This can be highly effective, especially if the campaign creative is really strong."

Source:  Screenwerk, 6th March 2013