Location Based Advertising (LBA): Market Research Report

August 2011 | 342 pages | ID: L388C7FD972EN
Global Industry Analysts, Inc

Abstracts

This report analyzes the worldwide markets for Location Based Advertising (LBA) in US$ Million.

The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific and Rest of World.

Annual estimates and forecasts are provided for the period 2008 through 2017.

The report profiles 52 companies including many key and niche players such as Apple, Inc., Google, Inc., mOcean Mobile, JiWire, Inc., JumpTap, Inc., Loopt, Inc., NAVTEQ, Placecast, Inc., TeleNav, Inc., and Yowza International Inc.

Market data and analytics are derived from primary and secondary research.

Company profiles are mostly extracted from URL research and reported select online sources.

Contents

1.INTRODUCTION, METHODOLOGY & PRODUCT DEFINITION

Study Reliability and Reporting Limitations
Disclaimers
Data Interpretation & Reporting Level
Quantitative Techniques & Analytics
Product Definitions and Scope of Study

2.INDUSTRY OVERVIEW

Location Based Advertising – Dawn of A New Era in Advertising
Growing Interest Among Stakeholders
Smart Phones Provide the Needed Impetus
LBA Drives Mobile Based Ad Services
LBA: A Boon for Merchants
Discount Coupons – Most Appealing LBA Segment
Geo-Location Data Vs Location Based Advertising
Opt-In, Opt-Out: Necessary for LBA Growth
Benefits of LBA
Retailers
Consumers
Mobile Operators
Growth Drivers
Mobile Search to Drive Growth
LBA: Noteworthy Trends
Advertisers Design Innovative Services
Context Sensitive Advertising: Significance of Context in LBA
New Technologies Drive Growth
Mobile Social Networking
CheckPoints, a New Location-Based Advertising Approach
Emergence of Location Exclusive Mobile Social Networks
Consolidation Grips the Industry
Key Mergers & Acquisitions in LBA Space (2010-2011 1stQ)
Key Partnerships in LBA Space
Current and Future Analysis
Teething Challenges
Privacy Concerns Remain Big Issue
Perception of Location-Based Advertising as Spam

3.MOBILE ADVERTISING

Mobile Advertising
Mobile Advertising - Business Segments
Mobile Advertising Segments: Breakdown Based On Segments and Corresponding Ad Formats
Types of Mobile Advertising
In Page Advertising
SMS Advertising

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)

Multimedia Messaging Service (MMS)
Viral Marketing
In-Game Marketing
Mobile Display Advertising
On-Device Mobile Display Ads
Off-Device Mobile Display Advertising
Mobile Advertising Revenue Models
Mobile Advertising Poses Challenges for Conventional Media
Trends
Technological Advancements in Mobile Marketing
Amplified Usage of Mobile Devices
Integration of Voice and Data Devices
Enrichment of Media Files
Minimized Ad Blindness and Higher Ad Clicks
Barcode Scanning
Focus on Geo Targeting/Location Based Ads
Decreased Time: Short Attention Span
Packaged Digital Media
Platform of the Future: Mobile App or Mobile Web
Increase in The Rate Of Innovation

4.LOCATION BASED SERVICES

Location Based Services – An Introduction
A Brief Historical Background
Developments in GPS, a Key Enabler, Drive Commercial Feasibility of LBS
GPS-Enabled Touch-Screen Phones Propel Growth
Types of LBS
LBS Applications
Revenue Generation in Mobile LBS
Challenges
Future Prospects for LBS
Technical Potential
Growth Drivers
Innovations to Drive LBS Market
Competitive Landscape
Development of an Effective Business Model: Critical to Success

5.LOCATION BASED ADVERTISING

Location Based Advertising – An Introduction
The Need for LBA
Approaches in LBA
Push Approach/Push Advertising
Pull Approach/Pull Advertising
Location Based Advertisements on Mobile Devices
LBA Through High-Resolution Displays in Public Transport
LBA Ecosystem
Advertisers
Post-Click Services
Contextual Location Information
Location Granularity
Publishers
Native Applications
Application Aggregators
Websites
Advertisement Networks
Working of Location-Based Advertising
Benefits of Location Specific Advertising
Differences Between LBA and LBM
Significant Aspects of LBA
Reach
Relevance
Result/Redemption
Location Based Advertising: Properties and Challenges
Structural and Organizational Difficulties
Need for Transparency and Awareness
Scope of Location-Based Advertisements

6.TECHNOLOGY OVERVIEW

System Technology Outline
Security
Access Control and Management of Privacy
Redundancy and Better Reliability
Billing Feature
3G AND GPRS
Service Provisioning
Adapters for Middleware
Management of Resources and Networks
Software Development Kit (SDK)
Location Broker
Geographical Information System (GIS)
SIM Tool Kit (STK)
User Profiles
Technology Employed for LBA
Outdoor Technologies
Wi-Fi
Merits and Demerits of Wi-Fi Location Technology
Global Positioning System (GPS)
Standalone GPS
Assisted GPS (A-GPS)
Cell-ID
Advantages and Disadvantages of Cell ID Location Technology
TDOA
AOA
Indoor Technologies

7.SMART PHONES

Smartphones: The Next Frontier for Mobile Devices
Smartphones Get “Smarter”
Vendors Extend Smartphones Beyond Voice & Data Communication
Smartphones to Support Richer Web Pages
Carriers to Promote Smartphones for Higher ARPU
Spurt in Wireless Mobile Internet Expands Smartphone Use

Table 2. World Market for Mobile Internet (2010): Breakdown of Number of Mobile Internet Users in Million by Geographic Region (includes corresponding Graph/Chart)

8.PRODUCT INNOVATIONS/INTRODUCTIONS

Caliper Offers NAVTEQ® Map Data in TransCAD® Transportation Planning Software
Zain Kuwait Introduces AdZone in Middle East
Apple to Offer Location-Based Advertisements
Apple to Introduce iAd in Europe
Apple and Dentsu Group to Introduce iAds in Japan
Google Unveils Location-Based Mobile Banner Ads
iSIGN Media Solutions to Introduce Location-based broadcasting in Wild Wing Restaurants
JiWire and Jeep Launch Location-Based Advertisement Platform
JiWire Introduces New Location-Based Advertising Platform
JiWire to Introduce JiWire Europe
LiveVana Innovations and Lepton Software Partner with Ybrant Digital and Launch Location Based Advertising Platform
Loopt Launches Loopt version 4.0
Loopt Unveils New Mobile Rewards Game
Metaio to Introduce Ad-Inject for Junaio
MoVoxx Launches New Pilot with Citysearch
O2 Inks Licensing Contract with Placecast and Jointly Introduces Geo-fencing Technology
SFR Regie Introduces New Location-Specific Mobile Advertising Solution
Sheraton Introduces WiFi Network for Location Based Advertising
TeleNav Introduces Location Based Mobile Advertising Platform
XYMOB Unveils Location-Based Mobile Coupon Application for Android and iPhone
Yowza Launches Mobile Coupons with Self-Serve Option
1020 PLACECAST AND ALCATEL-LUCENT JOINTLY LAUNCH LOCATION BASED ADVERTISEMENT SERVICE
NAVTEQ Unveils LBA Service in Europe
NAVTEQ Introduces NAVTEQ LocationPoint™ Advertising
Vodacom Introduces New Location Based Advertising Service
StarHub Introduces First Nation-Wide Location-Based Advertising in Singapore

9.RECENT INDUSTRY ACTIVITY

Poynt Purchases Location Advertising Assets of Go2 Media
NAVTEQ Signs Poynt as Publisher of NAVTEQ LocationPoint™ Advertisements
NAVTEQ Signs Telmap as Publisher for NAVTEQ LocationPoint™
Google to Take Over AdMob
JiWire Acquires NearbyNow
NAVTEQ Takes Over Acuity Mobile
Yahoo Japan Takes Over Cirius Technologies
Velti Takes Over Ad Infuse
Mojiva Spins Off mOcean Mobile platform
Move Inks Agreement with Lat49 to Offer Location- Focused Advertisements
FCC and NAVTEQ Sign agreement for US Broadband Data Analysis
JiWire Enters into Partnership with Borders Group
Loopt Enters into Partnership with Mobile Spinach
U.S Cellular to Use Loopt’s Assisted Location Solutions
Mojiva to Provide In-App Advertisements for Intel AppUpSM Center
NAVTEQ to Power Novel iPhone Application of AAA
Cellfun Selects mOcean Mobile Advertisement Platform
Nobex Selects Location Based Advertising Services of NAVTEQ
Apple Acquires Quattro
Millennial Media to Acquire TapMetrics
Opera Takes Over AdMarvel
Loopt Launches Pulse and Collaborates with NAVTEQ and Zagat
NAVTEQ Joins Forces with IPG Emerging Media Lab
Alcatel and Placecast Provide Location Based Mobile Advertising
Loopt Selects NAVTEQ LocationPoint Advertising
Nextar Selects NAVTEQ LocationPoint Advertising
Centrl Selects NAVTEQ LocationPoint Advertising
Jumptap Issued Third US Patent
Vodafone Utilizes Wayfinder For Location Based Advertising
AdMob Takes Over AdWhirl
NAC Acquires EarthLink
Useful Networks Takes Over KnowledgeWhere
CBS and Loopt Sign Agreement to Offer First Location- Based Mobile Web Advertisements
Quattro and uLocate Provide Location-Based Ads on iPhone
NAVTEQ Invests in Acuity Mobile

10.FOCUS ON SELECT PLAYERS

Apple, Inc. (US)
Google, Inc. (US)
mOcean Mobile (US)
JiWire, Inc. (US)
JumpTap, Inc. (US)
Loopt, Inc. (US)
NAVTEQ (US)
Placecast, Inc. (US)
TeleNav, Inc. (US)
Yowza International Inc. (US)

11.GLOBAL MARKET PERSPECTIVE

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)

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)

12.THE UNITED STATES

A. MARKET ANALYSIS

Outlook
Key Market Indicators
LBA – A Growing Market

B. MARKET ANALYTICS

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)

13.CANADA

Market Analysis

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)

14.JAPAN

A. MARKET ANALYSIS

Outlook
LBS Market Scenario
LBA Market - Overview
Performance and Pricing of LBA

B. MARKET ANALYTICS

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)

15.EUROPE

A. MARKET ANALYSIS

Outlook
Current Scenario
Future Applications of LBA
Data Privacy Laws in Europe

B. MARKET ANALYTICS

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)

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)

16.ASIA-PACIFIC

A. MARKET ANALYSIS

Outlook
Leading Markets in Asia
China
India
Factors Hampering LBS
Korea
New Zealand

B. MARKET ANALYTICS

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)

17.REST OF WORLD

A. MARKET ANALYSIS

Middle East

B. MARKET ANALYTICS

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)

COMPETITIVE LANDSCAPE

Total Companies Profiled: 52 (including Divisions/Subsidiaries - 58)
Region/CountryPlayers
The United States
Canada
Japan
Europe
France
Germany
The United Kingdom
Rest of Europe
Asia-Pacific (Excluding Japan)
Middle East
Africa