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The global market for Location Based Advertising (LBA) is projected to reach US$50. 2 billion by 2025, driven by the ability of the technology to engage better and personalize marketing for better conversion rates. Location-based advertising (LBA) constitutes a new type of advertising, encompassing the integration of mobile advertising with location-based services. The technology aids in tracking the location of consumers and providing location-specific advertisements on their mobile devices. Geospatial data not only enables an interconnected world but also helps make tailored advertising a reality. Personalization; timeliness; and ability to geo-target are key attributes that will drive the technology`s success. Block chain is expected to emerge to overthrow privacy concerns and will encourage consumer willingness to opt-in for LBA programs. The demand for location-based advertising is growing rapidly, driven by increasing number of companies using location-based applications for the promotion of their products. Companies are offering promotional information like discounts and coupons through location-based services. Location Based Services (LBS) is defined as information services that are provided on the basis of knowledge of mobile device location. LBS is also known variously as Location-Aware Services, Mobile Location Services and Wireless Location Services. LBS enable alerts, guidance to preferred destinations, efficient transportation, community services and payments. LBS and its subcategory location based advertising (LBA) also find application in new avenues including Emergency Services, Network Planning, Emergency Alert Services, Localized Advertising, Home-Zone Billing, Traffic Congestion Reporting, Fleet Management, Asset Management, City Sightseeing, Person Tracking, Dynamic Network Control, Roadside Assistance, Pet Tracking, Traffic Congestion Reporting, Routing to Nearest Commercial Enterprise, Roadside Assistance and Navigation. Numerous aspects in the present world are undergoing digitization including location. Within the LBS market, location based advertising and searches are expected to make the largest headway in the near future. Location based services are also witnessing increased activity in merchandising and shopping, encouraging advertisers to take advantage of the consumer behavior trends. With smart phone penetration rising to new highs worldwide, LBA is poised to emerge into the next big thing. Consumers are becoming increasingly receptive regarding the sharing of locations with services and applications in exchange for local, well-timed and appropriate promotions and deals, reflecting a shift towards location relevant ads being provided by location-based applications. Location-based advertisements also support real-world behaviors such as visiting an advertiser`s website or visiting a store by the consumers. In future, the rise in buying power of millennia`s, who are more open to the idea of sharing personal data and are receptive to native social advertising compared to conventional formats such a banners is expected to drive growth in the market. Majority of the consumers utilize location-based application through their phones with few consumers exhibiting willingness to use such applications several times in a day. In addition, many consumers engage with an ad only when they are relevant to their location.

DOMAIN EXPERT ENGAGEMENTS

Number of executives repeatedly engaged by snail & email outreach*

POOL + OUTREACH

3516

Interactions with Platform & by Email *

INTERACTIONS

633

Unique # Participated *

PARTICIPANTS

105

Responses Validated *

VALIDATIONS

30

* Platform engagements are dynamic. Stats are published quarterly.


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  •  DATA EXHIBITS

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TABLE OF CONTENTS


   Pages :    | $

   Study Reliability and Reporting Limitations.....I-1  
   Disclaimers.....I-2
Data Interpretation & Reporting Level.....I-2
Quantitative Techniques & Analytics.....I-2
  
   Product Definitions and Scope of Study.....I-3  
   Location Based Advertising – Dawn of A New Era in Advertising.....II-4
Growing Interest Among Stakeholders.....II-4
1$100
   Smart Phones Provide the Needed Impetus.....II-5
LBA Drives Mobile Based Ad Services.....II-5
1$100
   LBA: A Boon for Merchants.....II-6
Discount Coupons – Most Appealing LBA Segment.....II-6
Geo-Location Data Vs Location Based Advertising.....II-6
1$100
   Opt-In, Opt-Out: Necessary for LBA Growth.....II-7
Benefits of LBA.....II-7
Retailers.....II-7
Consumers.....II-7
1$100
   Mobile Operators.....II-8
Growth Drivers.....II-8
Mobile Search to Drive Growth.....II-8
1$100
   LBA: Noteworthy Trends.....II-9
Advertisers Design Innovative Services.....II-9
Context Sensitive Advertising: Significance of Context in LBA.....II-9
New Technologies Drive Growth.....II-9
1$100
   Mobile Social Networking.....II-10
CheckPoints, a New Location-Based Advertising Approach.....II-10
1$100
   Emergence of Location Exclusive Mobile Social Networks.....II-11
Consolidation Grips the Industry.....II-11
Key Mergers & Acquisitions in LBA Space (2010-2011 1stQ).....II-11
Key Partnerships in LBA Space.....II-11
1$100
   Current and Future Analysis.....II-12
Teething Challenges.....II-12
Privacy Concerns Remain Big Issue.....II-12
1$100
   Perception of Location-Based Advertising as Spam.....II-131$100
   Mobile Advertising.....II-141$100
   Mobile Advertising - Business Segments.....II-15
Mobile Advertising Segments: Breakdown Based On Segments and Corresponding Ad
  Formats.....II-15
Types of Mobile Advertising.....II-15
In Page Advertising.....II-15
SMS Advertising.....II-15
1$100
   Table 1: SMS Vs email Vs. Internet Display: Comparison of Average Conversion Rate and CTR for Ads on SMS, email and Internet Display (includes corresponding Graph/Chart).....II-16
Multimedia Messaging Service (MMS).....II-16
Viral Marketing.....II-16
1$350
   In-Game Marketing.....II-17
Mobile Display Advertising.....II-17
On-Device Mobile Display Ads.....II-17
Off-Device Mobile Display Advertising.....II-17
Mobile Advertising Revenue Models.....II-17
Mobile Advertising Poses Challenges for Conventional Media.....II-17
1$100
   Trends.....II-18
Technological Advancements in Mobile Marketing.....II-18
Amplified Usage of Mobile Devices.....II-18
Integration of Voice and Data Devices.....II-18
Enrichment of Media Files.....II-18
Minimized Ad Blindness and Higher Ad Clicks.....II-18
1$100
   Barcode Scanning.....II-19
Focus on Geo Targeting/Location Based Ads.....II-19
Decreased Time: Short Attention Span.....II-19
Packaged Digital Media.....II-19
Platform of the Future: Mobile App or Mobile Web.....II-19
1$100
   Increase in The Rate Of Innovation.....II-201$100
   Location Based Services – An Introduction.....II-21
A Brief Historical Background.....II-21
1$100
   Developments in GPS, a Key Enabler, Drive Commercial Feasibility of LBS.....II-22
GPS-Enabled Touch-Screen Phones Propel Growth.....II-22
1$100
   Types of LBS.....II-23
LBS Applications.....II-23
2$125
   Revenue Generation in Mobile LBS.....II-25
Challenges.....II-25
1$100
   Future Prospects for LBS.....II-261$100
   Technical Potential.....II-27
Growth Drivers.....II-27
Innovations to Drive LBS Market.....II-27
1$100
   Competitive Landscape.....II-28
Development of an Effective Business Model: Critical to Success.....II-28
2$125
   Location Based Advertising – An Introduction.....II-30
The Need for LBA.....II-30
Approaches in LBA.....II-30
1$100
   Push Approach/Push Advertising.....II-31
Pull Approach/Pull Advertising.....II-31
1$100
   Location Based Advertisements on Mobile Devices.....II-32
LBA Through High-Resolution Displays in Public Transport.....II-32
LBA Ecosystem.....II-32
Advertisers.....II-32
Post-Click Services.....II-32
1$100
   Contextual Location Information.....II-33
Location Granularity.....II-33
Publishers.....II-33
Native Applications.....II-33
Application Aggregators.....II-33
1$100
   Websites.....II-34
Advertisement Networks.....II-34
Working of Location-Based Advertising.....II-34
1$100
   Benefits of Location Specific Advertising.....II-35
Differences Between LBA and LBM.....II-35
Significant Aspects of LBA.....II-35
Reach.....II-35
1$100
   Relevance.....II-36
Result/Redemption.....II-36
Location Based Advertising: Properties and Challenges.....II-36
Structural and Organizational Difficulties.....II-36
Need for Transparency and Awareness.....II-36
1$100
   Scope of Location-Based Advertisements.....II-371$100
   System Technology Outline.....II-38
Security.....II-38
Access Control and Management of Privacy.....II-38
Redundancy and Better Reliability.....II-38
Billing Feature.....II-38
3G and GPRS.....II-38
Service Provisioning.....II-38
1$100
   Adapters for Middleware.....II-39
Management of Resources and Networks.....II-39
Software Development Kit (SDK).....II-39
Location Broker.....II-39
Geographical Information System (GIS).....II-39
SIM Tool Kit (STK).....II-39
User Profiles.....II-39
1$100
   Technology Employed for LBA.....II-40
Outdoor Technologies.....II-40
Wi-Fi.....II-40
Merits and Demerits of Wi-Fi Location Technology.....II-40
Global Positioning System (GPS).....II-40
1$100
   Standalone GPS.....II-41
Assisted GPS (A-GPS).....II-41
Cell-ID.....II-41
Advantages and Disadvantages of Cell ID Location Technology.....II-41
TDOA.....II-41
1$100
   AOA.....II-42
Indoor Technologies.....II-42
1$100
   Smartphones: The Next Frontier for Mobile Devices.....II-43
Smartphones Get “Smarter”.....II-43
Vendors Extend Smartphones Beyond Voice & Data Communication.....II-43
1$100
   Smartphones to Support Richer Web Pages.....II-44
Carriers to Promote Smartphones for Higher ARPU.....II-44
Spurt in Wireless Mobile Internet Expands Smartphone Use.....II-44
1$100
   Table 2: World Market for Mobile Internet (2010): Breakdown of Number of Mobile Internet Users in Million by Geographic Region (includes corresponding Graph/Chart).....II-451$350
   Caliper Offers NAVTEQ® Map Data in TransCAD® Transportation Planning Software.....II-46
Zain Kuwait Introduces AdZone in Middle East.....II-46
Apple to Offer Location-Based Advertisements.....II-46
Apple to Introduce iAd in Europe.....II-46
1$100
   Apple and Dentsu Group to Introduce iAds in Japan.....II-47
Google Unveils Location-Based Mobile Banner Ads.....II-47
iSIGN Media Solutions to Introduce Location-based broadcasting in Wild Wing
  Restaurants.....II-47
1$100
   JiWire and Jeep Launch Location-Based Advertisement Platform.....II-48
JiWire Introduces New Location-Based Advertising Platform.....II-48
JiWire to Introduce JiWire Europe.....II-48
1$100
   LiveVana Innovations and Lepton Software Partner with Ybrant Digital and Launch
  Location Based Advertising Platform.....II-49
Loopt Launches Loopt version 4.0.....II-49
Loopt Unveils New Mobile Rewards Game.....II-49
1$100
   Metaio to Introduce Ad-Inject for Junaio.....II-50
MoVoxx Launches New Pilot with Citysearch.....II-50
O2 Inks Licensing Contract with Placecast and Jointly Introduces Geo-fencing
  Technology.....II-50
1$100
   SFR Regie Introduces New Location-Specific Mobile Advertising Solution.....II-51
Sheraton Introduces WiFi Network for Location Based Advertising.....II-51
TeleNav Introduces Location Based Mobile Advertising Platform.....II-51
XYMOB Unveils Location-Based Mobile Coupon Application for Android and iPhone.....II-51
Yowza Launches Mobile Coupons with Self-Serve Option.....II-51
1$100
   1020 Placecast and Alcatel-Lucent Jointly Launch Location Based Advertisement
  Service.....II-52
NAVTEQ Unveils LBA Service in Europe.....II-52
NAVTEQ Introduces NAVTEQ LocationPoint™ Advertising.....II-52
1$100
   Vodacom Introduces New Location Based Advertising Service.....II-53
StarHub Introduces First Nation-Wide Location-Based Advertising in Singapore.....II-53
1$100
   Poynt Purchases Location Advertising Assets of Go2 Media.....II-54
NAVTEQ Signs Poynt as Publisher of NAVTEQ LocationPoint™ Advertisements.....II-54
NAVTEQ Signs Telmap as Publisher for NAVTEQ LocationPoint™.....II-54
1$100
   Google to Take Over AdMob.....II-55
JiWire Acquires NearbyNow.....II-55
NAVTEQ Takes Over Acuity Mobile.....II-55
Yahoo Japan Takes Over Cirius Technologies.....II-55
Velti Takes Over Ad Infuse.....II-55
1$100
   Mojiva Spins Off mOcean Mobile platform.....II-56
Move Inks Agreement with Lat49 to Offer Location- Focused Advertisements.....II-56
1$100
   FCC and NAVTEQ Sign agreement for US Broadband Data Analysis.....II-57
JiWire Enters into Partnership with Borders Group.....II-57
Loopt Enters into Partnership with Mobile Spinach.....II-57
U.S Cellular to Use Loopt’s Assisted Location Solutions.....II-57
1$100
   Mojiva to Provide In-App Advertisements for Intel AppUpSM Center.....II-58
NAVTEQ to Power Novel iPhone Application of AAA.....II-58
Cellfun Selects mOcean Mobile Advertisement Platform.....II-58
Nobex Selects Location Based Advertising Services of NAVTEQ.....II-58
Apple Acquires Quattro.....II-58
1$100
   Millennial Media to Acquire TapMetrics.....II-59
Opera Takes Over AdMarvel.....II-59
Loopt Launches Pulse and Collaborates with NAVTEQ and Zagat.....II-59
1$100
   NAVTEQ Joins Forces with IPG Emerging Media Lab.....II-60
Alcatel and Placecast Provide Location Based Mobile Advertising.....II-60
Loopt Selects NAVTEQ LocationPoint Advertising.....II-60
1$100
   Nextar Selects NAVTEQ LocationPoint Advertising.....II-61
Centrl Selects NAVTEQ LocationPoint Advertising.....II-61
1$100
   Jumptap Issued Third US Patent.....II-62
Vodafone Utilizes Wayfinder For Location Based Advertising.....II-62
AdMob Takes Over AdWhirl.....II-62
NAC Acquires EarthLink.....II-62
1$100
   Useful Networks Takes Over KnowledgeWhere.....II-63
CBS and Loopt Sign Agreement to Offer First Location- Based Mobile Web
  Advertisements.....II-63
Quattro and uLocate Provide Location-Based Ads on iPhone.....II-63
1$100
   NAVTEQ Invests in Acuity Mobile.....II-641$100
   Apple, Inc. (US).....II-65
Google, Inc. (US).....II-65
1$100
   mOcean Mobile (US).....II-66
JiWire, Inc. (US).....II-66
1$100
   JumpTap, Inc. (US).....II-67
Loopt, Inc. (US).....II-67
NAVTEQ (US).....II-67
Placecast, Inc. (US).....II-67
1$100
   TeleNav, Inc. (US).....II-68
Yowza International Inc. (US).....II-68
1$100
   Table 3: World Recent Past, Present and Future Analysis for Location Based Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific and Rest of World Markets Independently Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart).....II-691$350
   Table 4: World 10-Year Perspective for Location Based Advertising by Geographic Region - Percentage Breakdown of Value Sales for - US, Canada, Japan, Europe, Asia-Pacific and Rest of World Markets for the Years 2008, 2011 and 2017 (includes corresponding Graph/Chart).....II-701$350
   A. Market Analysis.....II-71
Outlook.....II-71
Key Market Indicators.....II-71
LBA – A Growing Market.....II-71
1$100
   B. Market Analytics.....II-72
Table 5: US Recent Past, Current and Future Analysis for Location Based Advertising Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart).....II-72
1$350
   Market Analysis.....II-73
Market Analysis.....II-73
1$100
   Table 6: Canadian Recent Past, Current and Future Analysis for Location Based Advertising Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart).....II-741$350
   A. Market Analysis.....II-75
Outlook.....II-75
LBS Market Scenario.....II-75
1$100
   LBA Market - Overview.....II-76
Performance and Pricing of LBA.....II-76
1$100
   B. Market Analytics.....II-77
Table 7: Japanese Recent Past, Current and Future Analysis for Location Based Advertising Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart).....II-77
1$350
   A. Market Analysis.....II-78
Outlook.....II-78
Current Scenario.....II-78
Future Applications of LBA.....II-78
1$100
   Data Privacy Laws in Europe.....II-791$100
   B. Market Analytics.....II-80
Table 8: European Recent Past, Current and Future Analysis for Location Based Advertising by Geographic Region - France, Germany, Italy, UK, Spain and Rest of Europe Markets Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart).....II-80
1$350
   Table 9: 10-Year Perspective for Location Based Advertising by Geographic Region - Percentage Breakdown of Value Sales for - France, Germany, Italy, UK, Spain and Rest of Europe Markets for the Years 2008, 2011 and 2017 (includes corresponding Graph/Chart).....II-811$350
   A. Market Analysis.....II-82
Outlook.....II-82
Leading Markets in Asia.....II-82
China.....II-82
India.....II-82
1$100
   Factors Hampering LBS.....II-83
Korea.....II-83
1$100
   New Zealand.....II-841$100
   B. Market Analytics.....II-85
Table 10: Asia-Pacific Recent Past, Current and Future Analysis for Location Based Advertising Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart).....II-85
1$350
   A. Market Analysis.....II-86
Middle East.....II-86
B. Market Analytics.....II-86
Table 11: Rest of World Recent Past, Current and Future Analysis for Location Based Advertising Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart).....II-86
1$350
    
 
 


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