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Wednesday, May 9, 2012

Over a quarter of all mobile ad spend will be location-related in 2016

A new research report from Berg Insight has calculated that the total value of real-time mobile location-based advertising and marketing (LBA) will grow from €192 million in 2011 to €4.9 billion (£3.9 billion) in 2016. That’s a compound annual growth rate of 91%, with the 2016 figure corresponding to 28.3% of all mobile advertising and marketing.

This means location-based advertising and marketing will represent more than 4% of all digital advertising; around 1% of the total global ad spend across all media.

Rickard Andersson, Telecom Analyst at Berg Insight, said “The growing attach rates of location technologies in handsets and the increasing consumer acceptance of location-based services in general are the main game changers. Major brands are progressively embracing location-based advertising across the range of mobile formats, and LBA also opens up the mobile channel for new advertisers such as local merchants.”

The company notes that major digital and telecom players such as Google, Apple and Nokia are currently competing to gain market share alongside specialised location-based ad providers, mobile operators, location-based services, location-aware apps and media, mobile coupon providers, mobile search companies and proximity marketing providers.

[Report brochure (pdf)]

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Opinion Articles

Roaming charge 'bill shock' isn't over yet

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In recent years we’ve seen many a newspaper headline about the high charges for mobile data when abroad. Horror stories that warned of bills exceeding £1000 per week.

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Orange T: what should the merged company do next?

James Rosewell writes:

The merger of T-Mobile and Orange on 1st April 2010 is one of the most significant events in the evolution of the UK mobile industry since the original creation of Orange and 1-2-1 in the 90s. From now on the UK will have 4 mobile networks, and one of those networks will have ~35% of the market. A 35% market share comes with a lot of potential. Not only can standards be influenced in a way previously unimaginable in the UK, but economies of scale can be translated into profits.

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Guy Kewney, 'the first computer journalist'

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One trade show too far!

Iain Graham writes:

This is a true story. It may not be a particularly relevant story - but it is a true story.

I think I have just realised that I have to be serious about my new career as a Grumpy Old Man (GOM) and come to terms with the fact that it is not new, just a natural progression from so many years as a Grumpy Young Man (GYM)!

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The mobile web and your personal information

James Rosewell writes:

The mobile techie community has known about mobile networks and indeed some handsets providing unique information about mobile devices and customers for a long time. Collin Mulliner, a graduate student at the Technische Universitat Berlin, has recently bought the issue to the attention of the public during a talk at the CanSecWest conference in Vancouver.

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