Berg Insight: Mobile location-based advertising will be worth €10.7B in 2018

The total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow from €1.2 billion ($1.6 billion) in 2013 at a compound annual growth rate (CAGR) of 54 per cent to €10.7 billion in 2018, according to a new research report from Berg Insight. This will then correspond to 38.6 per cent of all mobile advertising and marketing. Location-based advertising and marketing will thus represent around 7 per cent of digital advertising, or 2 per cent of the total global ad spend for all media. The past year has seen a number of significant developments in the real-time mobile LBA space. One example is the concept of beacons based on Bluetooth low energy (BLE). While so far remaining sparsely deployed, Berg Insight anticipates that beacon adoption will take off in 2014 as retailers launch innovative marketing schemes and leverage the possibility to analyse how customers roam and dwell in stores and aisles. Release