Marketers can reap big rewards from local mobile advertising, so long as it is used in a way that complements what consumers are looking for, according to one author.

In an August 7 article in Street Fight, author Annisa Farese argued that this year will see location become increasingly crucial to advertising on mobile devices. She cited a BIA/Kelsey report from April that predicted local mobile ad revenue will go from $800 million in 2011 to about $5 billion in 2016.

In order for a location-based ad to be successful, it needs to gather accurate information and it needs to cater to the location.

"By utilizing only the most targeted location data, advertisers can avoid serving irrelevant impressions, drive greater overall campaign engagement, and save money," Farese wrote.

Once the location has been pinpointed, a good mobile ad will provide complementary information based on the area. The best way to do this, according to Farese, is to show where the nearest store is on a map, and to provide the mobile device user with contact information and directions.

"A properly designed mobile-local landing page should provide a list of methods to directly connect with the local business advertised," she wrote. "This menu of connection points includes the option to make a call, download map and driving directions, check out reviews, et cetera."