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Location Based Advertising (LBA) - Global Market Trajectory & Analytics

  • ID: 1882089
  • Report
  • September 2020
  • Region: Global
  • 270 Pages
  • Global Industry Analysts, Inc
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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.

Competitors identified in this market include, among others:
  • Foursquare
  • Gamigo AG
  • GroundTruth
  • Scanbuy, Inc.
  • Shopkick, Inc.
  • Yoose PTE. Ltd.
Note: Product cover images may vary from those shown
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I. INTRODUCTION, METHODOLOGY & REPORT SCOPE

II. EXECUTIVE SUMMARY

1. MARKET OVERVIEW
  • Impact of Covid-19 and a Looming Global Recession
  • Location Based Advertising: An Introduction
  • Benefits of LBA
  • Key Growth Drivers
  • Geo-Location Data Vs Location Based Advertising
2. FOCUS ON SELECT PLAYERS
  • Foursquare (USA)
  • Gamigo AG (Germany)
  • GroundTruth (USA)
  • Scanbuy, Inc.(USA)
  • Shopkick, Inc. (USA)
  • Yoose PTE. Ltd. (Singapore)
3. MARKET TRENDS & DRIVERS
  • New Restrictions on Collection of Location Data to Cost Marketers
  • Consumer Willingness to Share Location and Personal Data
  • Growing Relevance of AI to Location-Based Advertising
  • Rise in Smartphone Usage Lends Growth Opportunities for LBA
  • Smartphone Users Worldwide (In Billion): 2016-2021E
  • Global Internet Users in Billion for the Years 2014 through 2020
  • Smartphone and Tablet PCs Shipments in Million Units for the Years 2019, 2021 and 2023
  • Launch of 5G Networks to Boost Growth
  • 5G Smartphone Shipments in in Million Units: 2019, 2020, & 2022
  • Millennials: An Important Demographic
  • Consumer Attitude to Targeted Online Advertising by Age Group
  • LBA Draws Greater Consumer Insights
  • Mobile Search to Drive Growth
  • Social Media with Location Based Features: Emerging Avenues for Marketing
  • LBA: A Useful Advertising Tool for Retail Outlets
  • Location-based Advertising (LBA) Gains Foothold at Airports
  • Global Air Traffic Demand: Number of Air Passengers in Billion for the Years 2011 to 2025F
  • Geotargeting for Hospital Advertising
  • CheckPoints, a Location-Based Advertising Approach
  • Context Sensitive Advertising: Significance of Context in LBA
  • Issues and Challenges
  • Privacy Concerns Remain Big Issue
  • Perception of Location-Based Advertising as Spam
  • Location Based Advertising: A Conceptual Review
  • Push Approach/Push Advertising
  • Pull Approach/Pull Advertising
  • LBA Ecosystem
  • Significant Aspects of LBA: The Three ‘R’s of LBA
4. GLOBAL MARKET PERSPECTIVE

III. MARKET ANALYSIS

GEOGRAPHIC MARKET ANALYSIS

UNITED STATES

CANADA

JAPAN

CHINA

EUROPE

FRANCE

GERMANY

ITALY

UNITED KINGDOM

SPAIN

RUSSIA

REST OF EUROPE

ASIA-PACIFIC

AUSTRALIA

INDIA

SOUTH KOREA

REST OF ASIA-PACIFIC

LATIN AMERICA

ARGENTINA

BRAZIL

MEXICO

REST OF LATIN AMERICA

MIDDLE EAST

IRAN

ISRAEL

SAUDI ARABIA

UNITED ARAB EMIRATES

REST OF MIDDLE EAST

AFRICA

IV. COMPETITION
  • Total Companies Profiled: 37
Note: Product cover images may vary from those shown
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