Communications Service Providers making inroads into digital services to tap into the ready market for retail and commercial services delivered on mobile devices are already rolling out their plans to capitalize on the growing Mobile Advertising market. Mobile Advertising has grown rapidly in the last few years, with intelligent ad placement enabling very targeted delivery of advertisement.
Berg Insight, who provides business intelligence to the telecom industry released a new research estimating the total value of the global real-time mobile location-based advertising and marketing (LBA) market to grow from € 1.2 (USD1.66) billion in 2013 at a compound annual growth rate (CAGR) of 54 percent to € 10.7 billion (USD14.8) in 2018. According to Berg, this figure represents 38.6 percent of all mobile advertising and marketing, 7 percent of total digital advertising and 2 percent of the total global ad spend for all media.
Berg also highlighted the advent of beacons based on Bluetooth low energy (BLE) which are expected to take off this year as retailers launch innovative marketing schemes and leverage on analytics relating to in-store behaviour of customers to better understand the market they are serving.
“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”, said Mr. Andersson. He adds that these companies constitute a completely new set of players competing alongside established LBA specialists like Verve, Placecast and xAd, LBS players including Intersec, Telenav and Waze, and operators such as AT&T, SFR and the UK joint venture Weve.
- Rickard Andersson, Senior Analyst, Berg Insight
