74% of smartphones users use their mobile device to obtain information in real time about their location, and 18% of smartphone users use the geo-social services to “check in” and share where they are.
In 2011 mobile location-based advertising (LBA) registered 192 million euros, and regarding the Berg Insight investigation, in 2016 will reach 4.9 billion euros.
This trend of geolocation reach the mobile ads environment.
The demand of a variety of sectors such as airlines, bars, automotive, retailers, hotel chains, restaurants, etc., to serve geo targeted ads, guarantees the success of this differentiator which integrates the mobile ads with geolocation service.
This leading mobile technology provides brands with the real-time opportunity to engage consumers through their mobile device. Consumers are more likely to engage with location relevant advertising, and more and more people have GPS-enabled devices.
Companies have the opportunity to advertise their products and services directly and selectively.
Mobile ads integrated w
ith geolocation provide consumers with more relevant content, leveraging the location where they are. Also allows capabilities to serve ads in mobile devices for stores and services near a consumer at any given moment. For example, when a person is walking near a specific shop he can receive in his mobile device advertising about discounts to use in that shop.
Rickard Andersson, telecom analyst, 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.”
Retail advertisers in particular leveraged mobile to create awareness about seasonal sales in an effort to attract more customers to store.
This differentiator has been achieved through technological advancements of mobile ad networks and location specialists.