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Friday, April 25, 2014

Mobile location-based advertising will be worth more than 10 billion euro in 2018

A new research report from telecoms analyst Berg Insight expects the total value of the real-time mobile location-based advertising and marketing market to reach €10.7 billion (£8.8 billion) in 2018. That’s a compound annual growth rate of 54% when compared with last year’s global total of €1.2 billion.

This would represent 38.6% of all mobile advertising and marketing in 2018, which means location-based mobile advertising and marketing will represent around 7% of all digital advertising or 2% of the total global ad spend across all media.

The report notes that the past year has seen a number of significant developments in real-time mobile location-based advertising, including the introduction of ‘beacons’ based on Bluetooth low energy (BLE) technology.

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

[Report brochure (pdf)]

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Author: The Fonecast
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Tags: advertisingbluetoothresearchlocationmarketing

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