4.1.11 Mergers and acquisitions80

4.2 LBA landscape trends ..82

4.2.1 Drivers for success.82

4.2.2 Barriers to adoption84

4.2.3 Overcoming the barriers .85

4.3 Market forecasts ..86

4.3.1 Total, digital and mobile advertising market value forecasts86

4.3.2 LBA market value forecast .88

4.4 Final conclusions.90

4.4.1 Location filtering improves the effectiveness of mobile marketing campaigns ..90

4.4.2 Greater shares of ad budgets devoted to LBA among marketers.91

4.4.3 Location is but one of many valuable opt-in variables.91

4.4.4 High-precision real-time geotargeting is sparsely used .91

4.4.5 Mobile search and SMS campaigns are important high-volume LBA formats92

4.4.6 Location-targeting will eventually become ubiquitous.92

5 Company profiles and strategies93

5.1 LBA specialists..94

5.1.1 AdMoove .94

5.1.2 Chalkboard.95

5.1.3 CityGrid Media..97

5.1.4 LEMON Mobile .98

5.1.5 Placecast ..100

5.1.6 xAd ..101

5.1.7 Xtify..102

5.1.8 YOOSE ..104

5.2 Mobile operators105

5.2.1 AT&T Mobility .105

5.2.2 Orange Group 108

5.2.3 SFR..110

5.2.4 Telefónica Group..112

5.3 LBS and navigation providers 113

5.3.1 Appello Systems ..114

5.3.2 Intersec..115

5.3.3 TeleNav..117

5.3.4 Telmap119

5.3.5 TomTom120

5.3.6 Waze Mobile122

5.4 Location-aware applications and media ..124

5.4.1 Foursquare ..124

5.4.2 Loopt ..126

5.4.3 Shopkick127

5.4.4 WHERE..129

5.5 Mobile coupons and deals providers .130

5.5.1 COUPIES..130

5.5.2 GeoAd 132

5.5.3 Groupon 133

5.5.4 ThinkNear .135

5.5.5 Yowza!!..136

5.6 Mobile search providers 137

5.6.1 Mobile Commerce137

5.6.2 Poynt ..139

5.6.3 Qype140

5.6.4 Yell Group.142

5.7 Proximity marketing providers143

5.7.1 BLIP Systems .143

5.7.2 Proximus Mobility .145

5.7.3 Qwikker .146

5.7.4 Scanbuy 148

5.8 Traditional mobile advertising players149

5.8.1 InMobi.149

5.8.2 Jumptap 151

5.8.3 Madvertise 152

5.8.4 Millennial Media.154

5.8.5 Nexage ..155

5.8.6 Sofialys ..156

5.9 Major digital and telecom players 158

5.9.1 Apple ..158

5.9.2 Facebook .160

5.9.3 Google162

5.9.4 Microsoft164

5.9.5 Nokia ..165

5.9.6 Yahoo! 167

Glossary .171

List of Figures

Figure 1.1: Global advertisement expenditure by media (World 2010)..4

Figure 1.2: Top 20 advertisers (World 2010) 5

Figure 1.3: Online advertisement expenditure by region (World 2010) .7

Figure 1.4: Mobile subscriptions by region (World Q4-2010) .8

Figure 1.5: Stakeholders in the mobile marketing value chain 16

Figure 1.6: SMS ads – number of receivers and response rates (EU5 September 2010) .17

Figure 2.1: Location architecture overview.34

Figure 2.2: Cellular frequency reuse pattern .38

Figure 2.3: Cell-ID location methods .39

Figure 2.4: Performance and limiting factors for key positioning technologies ..45

Figure 2.5: Navigation app and service providers by active users (World Q3-2011)47

Figure 3.1: Examples of location accuracies suitable for LBA .53

Figure 4.1: Categorisation of LBA players ..74

Figure 4.2: Acquisitions in the LBA ecosystem (2009–2012) 81

Figure 4.3: Total, digital and mobile ad revenues by region (World 2010–2016) ..87

Figure 4.4: LBA revenues and forecasts by region (World 2010–2016)..89

Figure 5.1: Overview of LBA industry players93

Figure 5.2: European operator offerings powered by Appello Systems (October 2011).115

Figure 5.3: North American operator offerings powered by TeleNav (September 2011) 118

Figure 5.4: Waze user interface and example of location marker and expanded ad.123

Figure 5.5: Loopt user interface, Qs and Groupon Now! deals notifications .126

Figure 5.6: Groupon map UI on iPhone 134

Figure 5.7: Screenshots from Qype for iPhone and Android .141

To order this report: Advertising Industry: Location-Based Advertising and Marketing

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