Mobile location-based advertising to be worth US$8.5 billion in 2017
TweetFollow Us on Twitter

Mobile location-based advertising to be worth US$8.5 billion in 2017

According to a new research report from the analyst firm Berg Insight (www.berginsight.com), the total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow from € 526 million in 2012 at a compound annual growth rate (CAGR) of 65% to € 6.5 billion (approximately US$8.5 billion) in 2017.

This will then correspond to 32.8% of all mobile advertising and marketing. This means that location-based advertising and marketing will represent around 5% of digital advertising, or more than 1 percent of the total global ad spend for all media. SMS, mobile search and coupons are today important high-volume LBA formats. The ability to precisely target prospective customers using real-time location is currently one of the most promising additions to the advertising toolbox.

"Key drivers for LBA include the growing adoption of both outdoor and indoor location technologies, as well as the increasing consumer acceptance of location-based services in general," says Rickard Andersson, telecom analyst, Berg Insight. "Location targeting in combination with other contextual and behavioral segmentation greatly enhances the relevance of mobile advertising. Major brands are so far the main spenders, but LBA has also opened the mobile channel for small local merchants. Local businesses can extend their marketing initiatives with mobile components such as location-sensitive coupons using online self-services, while big box retailers leverage enterprise LBA solutions for conquesting and to combat showrooming."
 
The LBA value chain is still forming and there are a large number of players involved in the ecosystem. Since the value chain is fragmented and the industry has not yet reached maturity, many different roles are involved. Companies range from LBA specialists such as Verve, Placecast and xAd, to LBS players including Telmap, Telenav and Waze, and operators such as AT&T, SFR and the new UK joint venture Weve.

What's more, there's an abundance of location-aware applications and media that serve geo-targeted ads, with examples such as Foursquare, Shopkick and SCVNGR. Other stakeholders include coupons and deals providers including Vouchercloud, Yowza!! and COUPIES, search solutions such as Yell and Yelp, and proximity marketing providers like Proxama, NeoMedia and Scanbuy. A number of traditional mobile advertising players are also active in the LBA space, for example Millennial Media, Madvertise and Nexage, as well as major digital and telecom players such as Google, Apple and Facebook.

 
AAPL
$100.41
Apple Inc.
+0.79
GOOG
$724.12
Alphabet Inc.
-1.15
MSFT
$51.89
Microsoft Corporation
-0.23
MacNews Search:
Community Search:
view counter

view counter
view counter
view counter
view counter
view counter
view counter

Grab it now: Game Craft’s Legend of War...
The real time strategy game is now available for you to sink your teeth into, through the App Store and Google Play. Combining elements of skill, strategy and empire building, Legend of War is a real gamers’ game. [Read more] | Read more »
Skateboard Party 3 ft. Greg Lutzka (Gam...
Skateboard Party 3 ft. Greg Lutzka 1.0 Device: iOS Universal Category: Games Price: $1.99, Version: 1.0 (iTunes) Description: Skateboard Party is back! This third edition of the popular sports franchise features professional skater Greg Lutzka. Skateboard Party 3 brings the thrill of skateboarding to your mobile device! Hop on your... | Read more »
Cubious (Games)
Cubious 1.0 Device: iOS Universal Category: Games Price: $.99, Version: 1.0 (iTunes) Description: Cubious – How smart are you? How high is your IQube?Solve the impossible puzzles to find out, and help a lost little cube find his family. | Read more »
Goat Simulator Waste of Space (Games)
Goat Simulator Waste of Space 1.1 Device: iOS Universal Category: Games Price: $4.99, Version: 1.1 (iTunes) Description: ** IMPORTANT - SUPPORTED DEVICESiPhone 4S, iPad 2, iPod Touch 5 or better.** | Read more »
Wildfulness - Unwind in nature and calm...
Wildfulness - Unwind in nature and calm your mind with nature sounds and illustrations 1.0 Device: iOS Universal Category: Healthcare & Fitness Price: $1.99, Version: 1.0 (iTunes) Description: Spending time in nature helps you to reduce stress, increases your energy level and improves your mood. | Read more »
Dr. Panda Racers (Education)
Dr. Panda Racers 1.0 Device: iOS Universal Category: Education Price: $2.99, Version: 1.0 (iTunes) Description: STEP ON THE GAS, RACE AND WIN!Fasten your seat belts and get ready to race! Speed your way to the finish line while doing cool tricks and jumps. Challenge your favorite Dr. Panda characters to win special prizes, unlock... | Read more »
ROMANCING SAGA 2 (Games)
ROMANCING SAGA 2 1.0.0 Device: iOS Universal Category: Games Price: $17.99, Version: 1.0.0 (iTunes) Description: Romancing SaGa 2, originally released only in Japan in 1993, has been completely remastered and now receives its first ever official English translation!■No two players will experience the story in the same way■ | Read more »
WRIO Keyboard (Utilities)
WRIO Keyboard 1.0 Device: iOS iPhone Category: Utilities Price: $2.99, Version: 1.0 (iTunes) Description: 40% OFF DURING LIMITED INTRODUCTORY OFFER | Read more »
Hatoful Boyfriend (Games)
Hatoful Boyfriend 1.0 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0 (iTunes) Description: The hit PC game that everybirdie loves has now migrated to your mobile device! Now you are free to explore the wonders of St. PigeoNation’s Institute wherever you may be, which birdie will you meet while on your travels? | Read more »
Warp Shift (Games)
Warp Shift 1.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0 (iTunes) Description: [ CHECK YOUR HARDWARE: Warp Shift does NOT run on iPhone 4, iPad 1 and iPod touch 4G or older devices! It requires at least iOS8 and runs on iPhone 4S to iPhone 6+, iPad mini 1 and 2, iPad Pro, iPad 2 (or newer) and iPod touch 5G... | Read more »
All contents are Copyright 1984-2010 by Xplain Corporation. All rights reserved. Theme designed by Icreon.