Reportlinker Adds Location based advertising 2010-2015

Oct 07, 2010, 12:08 ET from Reportlinker

NEW YORK, Oct. 7 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

Location based advertising 2010-2015

Report Details

Visiongain's latest exclusive report on location based advertising examines how the location-based services market has experienced huge growth over the past two years and how the potential for the next five years is immense in the LBA sector.

The report focuses on how market consolidation has been crucial to future potential and development. Companies such as Nokia and Microsoft have drawn attention to the market and actualized location based ambitions. However LBS start-up companies such as Foursquare and Gowalla should not be overlooked, as services such as these have drawn public attention and demand. GPS and navigational technology & services have played a huge role in the market rise and consumer uptake.

Visiongain believes that the anticipation of location based services has long been present and the recent advancement of user interface, processors and screen technology has finally brought the ambition of LBS to reality. The rise in smartphones and the addition of GPS technology in handsets has allowed the embrace and possibilities of LBA to begin.

This report will produce an in depth analysis of the location based advertising market and the role of services which power it, including various products and services available and specific technological standard data.

Among others, this report looks at the following questions:

  • Why location based advertising is important to the mobile market?
  • How will operators and manufacturers benefit?
  • What effect will location based advertising have on other advertising methods such as online and televised?
  • Which types of businesses will benefit from location based advertising?
  • What are the types of location based services currently available on the market?
  • How are well established search providers developing in the market?
  • How will location based advertising compare with Internet based advertising?
  • What opportunities exist for search in location based advertising?
  • What role will local search and services play in the market?
  • How location based advertising is beneficial to the consumer?

Increase your understanding of this exciting market and how to retrieve the vast potential by ordering today: Location based advertising 2010-2015 Report.

Who needs to read this report?

  • Mobile/Cellular network operators – Operators can gain further knowledge of the issues currently affecting price plans and data usage, the results of partnerships with advertisers, the revenue generating possibilities which are available to operators if issues are confronted and solutions are implemented.
  • Mobile technology/platform developers – Companies can revise the past and present advancements to gain insight on the future developments within the industry and where concentration must be maintained.
  • Advertisers – Advertisers can gain an insight to the relevant partnerships that must be upheld and created to forward success through to the mobile market and the actions they must undertake to develop their technique with current and future technology advancements.
  • Mobile handset manufacturers – Companies can consider options of developing their product to efficiently view and browse the Internet and gain knowledge of how the success of location based services will affect their products and future design.

Table of Contents

Chapter 1: Introduction

1.1. Mobile as media

1.2. Mobile advertising

1.2.1. Types of mobile ads SMS Premium SMS

1.2.2. MMS

Chart 1.1: Top 10 mobile media usage trends, 2010

1.2.3. Banner advertising

1.2.4. Mobile gaming

1.2.5. Interactive advertising

Chart 1.2: Handset market share 1st quarter 2010

1.2.6. Viral advertising and marketing

1.2.7. Mobile social networking

1.3. Evolution of mobile location based advertising

1.3.1. Location as a mobile tool

1.3.2. How are location based services offered? Radiolocation through base stations

Figure 1.1: An example of mobile phone triangulation GPS

Figure 1.2: Visualisation of GPS technology

Table 1.1: GPS error sources GPS in mobile handsets

1.4. Mobile search

1.4.1. Types of mobile search Mobile local search

1.5. Approaches to LBA

1.5.1. Push

1.5.2. Pull

1.5.3. Targeted advertising and privacy concerns

1.6. How does LBA work?

1.7. Potential for LBA

1.7.1. Reach

1.7.2. Relevance

1.7.3. Results

1.8. Mobile LBA technologies

Chart 1.3: Would consumers be willing to reveal their current location to receive relevant advertising, 2010

Chart 1.4: Would US mobile users engage with a mobile ad if it was relevant to their location, 2010

Chapter 2: The LBA market landscape

2.1. Current market for LBA

2.2. Mobile LBA

2.3. Will mobile LBA really work?

2.4. Location based services (LBS)

2.4.1. Evolution of LBS

Figure 2.1: Timeline illustrating the development of LBS technology

2.4.2. Current market for LBS

2.4.3. Why are LBS important to mobile?

2.4.4. LBS market opportunity

Figure 2.1: A representation of the rise in mobile location based services, 2010 Start-up location based services Mobile social networking and UGC The importance of instant content Content breeds content The growth of social networking

Chart 2.1: Popular fixed line Internet activities, 2009-2010

Chart 2.2: Top 10 websites globally by unique visitors Mobile social networking and LBA Location based social networks

Figure 2.3: Location based social networks and services funding, June 2010 Foursquare

Figure 2.4: Foursquare location based advertising example Gowalla Ad-supported mobile gaming

Chart 2.3: Mobile subscribers who have played games at least once during Feb 2009 and Feb 2010 in the US (based on a 3 month average)

Chart 2.4: How many games have smartphone users added to their device, April -May 2010

2.5. Mobile search

2.5.1. The importance of mobile search to advertising

Chart 2.5: Commercial searches Q3 and Q3 2009

2.5.2. Mobile search Mobile search current landscape

Table 2.1: Top 10 search providers in the US, April 2010 How does mobile search differ from fixed line search? The importance of mobile search to LBA Mobile local search and directory services Mobile local search to grow in demand Importance of maps to mobile local search Voice search

Chart 2.6: Methods of asking for information whilst driving, 2010 Picture search and recognition

2.6. Mobile advertising

2.6.1. Mobile advertising grows in demand

Chart 2.7: Mobile advertising revenues, 2009 – 2015

2.7. Mobile advertising acquisitions

Figure 2.5: Google and AdMob methods of mobile advertising

2.8. Mobile LBA technology

2.8.1. Technological advancement to boost LBA prospects

2.8.2. Mobile barcodes

Figure 2.6: 1D and 2D barcode comparison

Figure 2.7: Making a payment via Mobio

2.8.3. NFC (near field communication)

2.8.4. Wireless technologies

Chapter 3: LBA driving factors

3.1. Mobile advertising market trends

3.1.1. Big brand mobile advertising

3.1.2. Advertising media packages

3.2. Ad networks to drive mobile advertising?

3.2.1. Mobile ad inventory

3.3. Mass market drivers to LBA growth

3.3.1. Mobile as first choice communication method

3.3.2. Smartphone market share User interface

Chart 3.1: Operating system share of global web, Dec 09 The rise in smartphone sales

Chart 3.2: Mobile phone market share, 2008 and 2009

Chart 3.3: The global smartphone market, Q1 2009 and Q1 2010

Chart 3.4: US smartphone and feature phone market projections, 2008-2011 Smartphone advertising

Chart 3.5: Smartphone advertising share in the US, 2010

3.3.4. Mobile Internet penetration

Figure 3.1: Global mobile Internet penetration, 2009

Chart 3.6: Mobile browser activity, June 2009-July 2010 Barriers to mobile Internet

3.4. What will drive LBS?

3.4.1. Data consumption

3.4.2. Data pricing

3.4.3. Potential markets

3.4.4. The consumer The mobile demographic

Chart 3.7: Facebook age demographic, 2009 and 2010 User profiling The mobile user and advertiser relationship

Chapter 4: Delivering LBA

4.1. User interface

4.2. Fixed line players move to mobile

4.2.1. Google

Chart 4.1: US and UK search engine market share for the fixed line Internet, March 2010

Chart 4.2: US and UK search engine market share for the mobile Internet, June 2009 - July 2010 Google mobile search Google's AdWords Google mobile local search Google acquisitions

Chart 4.3: Number of acquisitions by Google, 2001-2010 Invite Media AdMob Teracent Earlier acquisitions GOOG 411 Google Android The Open Handset Alliance

4.2.2. Yahoo Yahoo mobile search Yahoo maps Yahoo oneSearch Yahoo mobile ad network Yahoo Mobile site submit Yahoo and Microsoft Bing

Chapter 5: Other search vendors

5.1. Nokia

5.1.1. Nokia Mobile Search

5.1.2. Nokia and Navteq Ovi Maps

5.1.3. Nokia and Yahoo

5.1.4. Enpocket

5.2. MobilePeople

5.3. m-spatial

5.4 The Local Data Company

5.5. The Mobile Data Association

5.6. Medio mobile search

5.6.1. Advertising and merchandising

5.7. AirG and mobile social networks

5.8. Hypertag

5.9. Sprint's Slifter

Chapter 6: Directory assistance and directory enquiries in LBA


6.2. JumpTap

6.3. InfoNXX

6.3.1. 118 118

6.4. Tele Atlas

Chapter 7: Conclusion

7.1. Mobile LBS

7.2. LBS growth

7.3. Mobile advertising

7.4. Mobile LBA

7.5. LBA growth

7.6. Barriers to mobile LBA

7.7. LBA advantages

7.8. The future of LBA

7.9. The impact of mobile social networking

7.10. Adult content

7.11. Technology to drive mobile LBA

7.11.1. GPS

7.11.2. Voice search and LBA

7.11.3. Picture search and recognition

Chapter 8: LBA recommendations

8.1. For operators

8.2. For advertisers

8.3. For search providers

8.4. For handset manufacturers

8.5. For DA/DQ providers

8.6. Recommendation overview

Chapter 9: Analysis and forecast

9.1. LBS growth

9.2. Revenues

Chart 9.1: The overall revenues of the location based services market, 2010-2015

9.3. Ad-funded LBS

Chart 9.2: Percentage of advertising revenue from total app revenue, 2010-2015

9.4. Subscriber figures

Chart 9.3: Total location based services subscriber figures, 2010-2015

9.5. GPS in mobile handsets

Chart 9.4: Number of handsets GPS enabled shipped worldwide, 2010-2015

9.6. Mobile search forecast

9.7. Mobile ad spend

Chart 9.5: US mobile ad spend, 2010-2015

9.8. Mobile ad revenue

Table 9.1: Mobile ad revenue, 2010-2015

Chart 9.1: Mobile ad revenue, 2010-2015

Chart 9.7: Total mobile ad revenue, 2010-2015

9.9. Mobile social networks

Chart 9.8: Mobile communities as a % of total mobile subscribers, 2010-2015

Chart 9.9: Overall location based service subscriber figures

Appendix A: About visiongain

Appendix B: Visiongain report evaluation form

Companies Listed

118 118








Applied Semantics

ARM Holdings Plc

ASUSTeK Computer Inc

Atheros Communications


Big Spaceship



Broadcom Corporation









Garmin Ltd






Impact Media








Marvell Technology Group



Millennial Media



















Quattro Wireless

Question Mania


Ringleader Digital




Sony Ericsson

Spoken Communications


Tele Atlas


Texas Instruments

The Local Data Company

The Mobile Data Association

Third Screen


Toshiba Corp


Urban Spoon





Yellow Pages


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Nicolas Bombourg



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