• by Gavin O'Malley  @mp_gavin, December 1, 2015

Sinclair Broadcast Group has tapped Marketron to help monetize the mobile sites of its many local TV stations across the country. Per the exclusive contract, Marketron will serve-based mobile ads for all 172 of Sinclair’s TV stations in 81 markets.

“Our advertisers will be able to timely share their message with the appropriate consumer in a geo-targeted manner, based on the places they visit everyday,” according to Rob Weisbord, Chief Operating Officer of Sinclair’s Digital Solutions.

To serve mobile ads based on consumers’ physical location and past behavior, Marketron is working with 45 separate ad exchanges.

The multiyear deal expands on an existing partnership between Sinclair and Marketron. In fact, more than 60 Sinclair stations already use Marketron for ad-serving purposes.

Location-based mobile advertising is big business. Indeed, the segment already accounts for about a third of all U.S. mobile ad revenues, according to BIA Kelsey.

Most marketers are also dissatisfied with current ad-targeting options. Forrester, for one, recently found that 13 out of 15 marketers said that they're not satisfied with their current level of targeting, while a majority still depend solely on CRM data to get the job done.  

Nearly all marketers interviewed by Forrester’s consulting arm said they would prefer to target consumers with more granularity -- and those using big data effectively reported seeing significant results.

Every one of Sinclair’s stations are expected to implement Marketron mobile marketing technology before the end of the year.