Mobile location-based ads will be worth €10.7 bn in 2018

Press release

bluetooth marketing reinvigorated - andersson

April 25th 2014. According to a new research report from the analyst firm Berg Insight, the total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow from €1.2 billion in 2013 at a compound annual growth rate (CAGR) of 54 percent to € 10.7 billion in 2018. This will then correspond to 38.6 per cent of all mobile advertising and marketing. Location-based advertising and marketing will thus represent around 7 per cent of digital advertising, or 2 per cent of the total global ad spend for all media.

The past year [2013] has seen a number of significant developments in the real-time mobile LBA space.

One example is the concept of beacons based on Bluetooth low energy (BLE).

“The concept of Bluetooth marketing has been reinvigorated following Apple’s introduction of iBeacon in 2013″, said Rickard Andersson, Senior Analyst, Berg Insight.

While so far remaining sparsely deployed, Berg Insight anticipates that beacon adoption will take off in 2014 as retailers launch innovative marketing schemes and leverage the possibility to analyse how customers roam and dwell in stores and aisles.

“The burgeoning BLE-based beacon ecosystem is now populated by a large number of diverse players including PayPal, Qualcomm and start-ups such as Estimote, Swirl and Shopkick”, said Andersson.

He adds that these companies constitute a completely new set of players competing alongside established LBA specialists like Verve, Placecast and xAd, LBS players including Intersec, Telenav and Waze, and operators such as AT&T, SFR and the UK joint venture Weve.

Download the report brochure from here

About Berg Insight

Berg Insight offers premier business intelligence to the telecom industry. We produce concise reports providing key facts and strategic insights about pivotal developments in our focus areas. Our vision is to be the most valuable source of intelligence for our customers.

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2 Responses to Mobile location-based ads will be worth €10.7 bn in 2018

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