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市场调查报告书
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1425090

定位性广告市场 - 2024 年至 2029 年预测

Location-Based Advertising Market - Forecasts from 2024 to 2029
出版日期: | 出版商: Knowledge Sourcing Intelligence | 英文 150 Pages | 商品交期: 最快1-2个工作天内

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简介目录

预计在预测期内，定位性广告市场将以 12.11% 的复合年增长率成长。

定位性广告是一种高度针对性的行销策略，它利用用户的地理位置来提供个人化和相关的广告。这种创新方法是透过将全球定位系统 (GPS) 技术整合到行动装置中来实现的，从而使广告商能够精确定位用户的位置。有了这些讯息，广告商就可以根据您目前的位置自订和投放广告。例如，特定咖啡店附近的用户可能会收到宣传该咖啡店服务的广告。特别是，定位性广告擅长针对特定位置的用户，例如商业综合体或体育场。此外，它还根据游客的即时位置向他们提供相关广告，有效满足了包括游客在内的出行者的需求。儘管这种型态的广告在提供有吸引力的、针对特定位置的广告方面具有潜在的有效性，但它引起了某些不希望自己的位置被跟踪用于营销目的的个人的隐私问题。

介绍

市场区隔（定位性广告）是一种日益普及的动态行销策略，它利用位置资讯针对特定消费群体精确客製化广告。透过利用这种方法，公司可以根据精确的地理位置有效地定位个人，从而促进个人化、相关的线上或离线通讯。利用这些资料的见解可以帮助行销团队更了解客户行为、完善推广策略并改善整个消费者旅程。此外，事实证明，这种技术对于零售商店和餐饮服务等当地企业很有用，可以通知附近的潜在客户，并通过为他们提供量身定制的促销和服务来增加客流量。我就是。此外，透过在客户最有可能需要特定服务的时刻策略性地定位客户，基于位置的行销可以显着改善整体用户体验。这种方法已广泛应用于零售、外食服务、房地产、餐旅服务业和汽车等各个领域，以推动有针对性的参与并提高客户满意度。展望未来，基于位置的行销形势预计将受到几个关键因素的影响，包括严格的监管环境、新资料来源的出现以及准确归因的需求。但是，您应该意识到，实施定位性广告可能会引起合法的隐私问题，有些人担心出于行销目的进行位置追踪。因此，负责人应在收集和使用位置资讯时优先考虑采用符合隐私规定的做法，以确保消费者隐私受到保护，同时提供有效且相关的广告体验。

促进因素

  • 个人化：定位性广告是一种动态行销策略，利用地理位置资料的力量，根据消费者的特定地理位置提供量身定制的广告。透过利用这种方法，公司可以提供与每个用户的实体位置密切相关的各种个人化促销内容。这种客製化的投放不仅提高了广告的整体相关性，还大大提高了参与的可能性，并提高了与目标受众的共鸣程度。因此，参与度的提高通常会导致转换率显着提高，从而有效地最大限度地提高广告宣传的效率和效果。
  • 可衡量性：定位性广告是一种行销型态，根据地理资料向潜在客户提供有针对性的促销内容。这种有针对性的方法使公司能够准确衡量广告效果并监控关键绩效指标以分析宣传活动的成功。透过利用复杂的分析和追踪工具，企业可以获得有关特定位置的客户参与和行为的宝贵见解。这种精细的资料使企业能够做出明智的决策并即时调整广告策略，从而使他们能够有效率且有效地分配资源。因此，这种简化的方法不仅可以最大限度地提高公司的投资收益(ROI)，还可以提高广告内容的整体有效性和相关性。
  • 定位：定位性广告一种创新的行销策略，利用潜在客户的地理资料来推动有针对性的促销宣传活动。这种方法允许公司将行销工作针对特定区域内的特定属性。这种个人化的定位机制对于想要与当地社区互动并最大限度地在地理邻近地区开展外展工作的小型企业特别有利。定位性广告使企业能够利用位置智慧的力量，优化行销策略并提高当地市场的品牌知名度。
  • 情境化：定位性广告利用地理空间资料根据消费者目前位置或他们经常去的地方定位广告。使用 GPS、Wi-Fi 或信标技术，广告主可以向特定地理区域内的个人投放个人化的、与情境相关的广告。这种策略方法不仅确保将正确的讯息传达给正确的受众，而且还允许公司根据当地消费者的特定需求和偏好来客製化行销宣传活动。因此，这项技术可以促进您的品牌与其目标客户之间更具吸引力和更有意义的互动，从而提高品牌知名度、更高的转换率和更具影响力的投资收益(ROI)。
  • 客户参与：定位性广告利用消费者的地理资料将相关广告定位到特定位置。透过利用这种方法，公司可以增强客户互动并确保促销内容在客户的直接环境中产生共鸣。这些个人化广告不仅在品牌和客户之间建立更有意义的联繫，还透过展现对个人需求和偏好的敏锐理解来帮助建立信任。因此，此类有针对性的策略有可能培养持久的客户忠诚度，并促进公司与其客户群之间的互利关係。

主要企业提供的产品

  • Cuebiq 使用行动装置位置资讯来追踪消费者去了哪里以及在那里停留了多长时间。此资料可用于识别可能对特定产品或服务感兴趣的消费者。
  • GroundTruth 的基于位置的定位平台可让您透过多种管道（包括行动、网路和展示广告）接触消费者。我们也提供各种工具和服务来帮助企业管理位置定位宣传活动并衡量其结果。

定位性广告市场零售领域的显着成长：

在定位性广告市场中，零售业正在经历显着的成长。主要好处之一是能够透过告知本地用户他们的邻近位置并透过独家优惠吸引他们来增加人流量。此外，定位性广告的个人化特性允许零售商根据用户的位置自订广告，从而增加相关性的可能性，从而提高转换率。此外，对于希望吸引商店附近潜在客户注意力的零售商来说，根据位置定位特定受众的能力被证明是一个有价值的工具。情境化是另一个重要方面，它允许广告在消费者处于特定位置时准确地投放给他们，从而大大提高相关性和吸引力。此外，定位性广告的高度可衡量性使零售商能够全面追踪宣传活动绩效，从而更容易做出必要的调整以优化广告支出，并最终提高投资收益(ROI)。

亚太地区预计将在定位性广告市场中占据主要份额：

由于几个关键因素，预计亚太地区将在定位性广告市场中占据重要份额。首先，由于智慧型手机用户的显着增加和网路连线的改善，该地区定位性广告的采用正在迅速增加。低成本网路广告对该地区当地企业主的吸引力日益增强，进一步强化了这一趋势。随着这些所有者意识到此类广告方法的潜力，定位性广告市场正在经历显着成长。此外，该地区提供位置业务服务的主要参与者也在显着增加。这种存在不仅加强了市场基础设施​​，也加速了整体成长轨迹。同时，社群媒体在亚太地区的普及不断扩大，为定位性广告市场的开拓创造了肥沃的土壤。随着越来越多的人使用社群媒体平台，有针对性的定位性广告的潜力显着扩大，使亚太市场变得强劲和充满活力。

市场开拓：

  • 2023 年 2 月，Cidewalk Technologies Inc. 推出了 BannerAI，这是一项由 OpenAI 提供支援的免费数位广告看板广告创新服务。
  • 2022 年 5 月，AT&T 与 Intrado 合作推出针对无线 9-1-1 呼叫的基于位置的路由。这项新技术将使 AT&T 能够更快、更准确地定位无线 9-1-1 呼叫中的呼叫者，并将呼叫路由到正确的公共应答点 (PSAP)。

目录

第一章简介

  • 市场概况
  • 市场定义
  • 调查范围
  • 市场区隔
  • 货币
  • 先决条件
  • 基准年和预测年时间表

第二章调查方法

  • 调查资料
  • 调查过程

第三章执行摘要

  • 研究亮点

第四章市场动态

  • 市场驱动因素
  • 市场限制因素
  • 波特五力分析
  • 产业价值链分析

第五章定位性广告市场：依广告类型

  • 介绍
  • 推播广告
  • 拉引型广告

第六章定位性广告市场：按促销类型

  • 介绍
  • 横幅展示/弹出促销
  • 影片推广
  • 搜寻结果推广
  • 电子邮件和讯息
  • 社群媒体内容推广
  • 语音通话促销

第七章定位性广告市场：依位置

  • 介绍
  • 室内的
  • 户外的

第八章定位性广告市场：按最终用户行业

  • 介绍
  • 零售
  • 款待
  • 卫生保健
  • BFSI
  • 教育
  • 科技与媒体
  • 运输和物流
  • 车
  • 娱乐
  • 其他的

第九章定位性广告市场：按地区

  • 介绍
  • 北美洲
    • 美国
    • 加拿大
    • 墨西哥
  • 南美洲
    • 巴西
    • 阿根廷
    • 其他的
  • 欧洲
    • 英国
    • 德国
    • 法国
    • 西班牙
    • 其他的
  • 中东/非洲
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 以色列
    • 其他的
  • 亚太地区
    • 日本
    • 中国
    • 印度
    • 韩国
    • 印尼
    • 泰国
    • 其他的

第十章竞争环境及分析

  • 主要企业及策略分析
  • 市场占有率分析
  • 合併、收购、协议和合作

第十一章 公司简介

  • Cidewalk Technologies Inc.
  • Enradius
  • Emodo（Placecast）
  • Facebook（Meta Platforms Inc.）
  • Foursquare
  • Google LLC
  • GroundTruth
  • IBM Corporation
  • Telenity
  • Yelp Inc.
  • Cuebiq Group LLC
简介目录
Product Code: KSI061616195

The location-based advertising market is estimated to grow at a CAGR of 12.11% during the forecast period.

Location-based advertising is a highly targeted marketing strategy that relies on leveraging a user's geographical position to deliver personalized and relevant advertisements. This innovative approach is facilitated by the integration of Global Positioning System (GPS) technology within mobile devices, enabling advertisers to precisely pinpoint a user's whereabouts. With this information at hand, advertisers can customize and dispatch advertisements that are specifically tailored to the user's current location. For instance, individuals near a particular coffee shop may receive advertisements promoting the offerings of that very establishment. Notably, location-based advertising is adept at targeting audiences within specific locations, such as commercial complexes or sports arenas. Moreover, it effectively caters to the needs of travelers, including tourists, by providing them with pertinent advertisements based on their real-time location. Despite its potential efficacy in delivering location-specific and appealing ads, this form of advertising has triggered privacy apprehensions among certain individuals who are averse to having their locations tracked for marketing purposes.

Introduction:

Location-based advertising is an increasingly prevalent and dynamic marketing strategy that harnesses location data to precisely tailor advertisements to specific consumer segments. By leveraging this approach, businesses can effectively target individuals based on their precise geographical location, facilitating personalized and contextually relevant online or offline messaging. The utilization of insights derived from this data empowers marketing teams to gain a deeper understanding of customer behaviour, enabling them to refine their outreach strategies and enhance the overall consumer journey. Moreover, this technique proves to be instrumental in driving foot traffic for local businesses, such as retail outlets and food services, by notifying potential customers within their vicinity and enticing them with tailored promotions and offerings. Furthermore, by strategically targeting customers during moments when they are most likely to require particular services, location-based marketing significantly enhances the overall user experience. Notably, this approach finds widespread application in diverse sectors, including retail, food service, real estate, hospitality, and automotive industries, facilitating targeted engagement and improved customer satisfaction. Looking toward the future, the landscape of location-based marketing is expected to be shaped by several key elements, including stringent regulatory frameworks, the emergence of an array of new data sources, and the imperative of accurate attribution. However, it is essential to acknowledge that the implementation of location-based advertising can raise legitimate privacy concerns, with some individuals expressing reservations about the tracking of their locations for marketing purposes. Consequently, marketers must prioritize the adoption of privacy-compliant practices when collecting and utilizing location data, ensuring the protection of consumer privacy while delivering effective and relevant advertising experiences.

Drivers:

  • Personalization: Location-based advertising is a dynamic marketing strategy that harnesses the power of geolocation data to target consumers with tailored advertisements by their specific geographic positions. By leveraging this approach, businesses can deliver a spectrum of personalized promotional content that is intricately linked to the physical whereabouts of individual users. This customized delivery not only enhances the overall relevance of the advertisements but also significantly amplifies their engagement potential, fostering a heightened level of resonance with the target audience. Consequently, this heightened level of engagement often translates into a notable upsurge in conversion rates, effectively maximizing the efficiency and efficacy of the advertising campaigns.
  • Measurability: Location-based advertising is a form of marketing that relies on geographical data to deliver targeted promotional content to potential customers. This targeted approach enables businesses to precisely measure the impact of their advertising efforts, allowing them to monitor key performance indicators and analyze the success of their campaigns. By leveraging sophisticated analytics and tracking tools, companies can gain valuable insights into customer engagement and behavior in specific locations. This granular level of data empowers businesses to make informed decisions and fine-tune their advertising strategies in real time, ensuring that resources are allocated efficiently and effectively. Consequently, this streamlined approach not only maximizes the return on investment (ROI) for businesses but also enhances the overall effectiveness and relevance of the advertising content.
  • Targeting: Location-based advertising, an innovative marketing strategy, utilizes the geographical data of potential customers to facilitate targeted promotional campaigns. By leveraging this approach, businesses can precisely aim their marketing efforts at specific demographics within a particular vicinity. This personalized targeting mechanism proves especially advantageous for small-scale enterprises keen on engaging with their local community and maximizing outreach within their immediate geographic proximity. With location-based advertising, businesses can tap into the power of location intelligence to optimize their marketing strategies and enhance their brand visibility within their local market.
  • Contextualization: Location-based advertising leverages geospatial data to target consumers with advertisements based on their current or frequently visited locations. By using GPS, Wi-Fi, or beacon technology, advertisers can deliver personalized and contextually relevant ads to individuals within a defined geographic area. This strategic approach not only ensures that the right message reaches the right audience but also enables businesses to tailor their marketing campaigns to suit the specific needs and preferences of local consumers. Consequently, this technology facilitates a more engaging and meaningful interaction between brands and their target customers, leading to increased brand awareness, higher conversion rates, and a more impactful return on investment (ROI).
  • Customer Engagement: Location-based advertising utilizes the geographical data of consumers to target them with tailored advertisements that are pertinent to their specific locations. By leveraging this approach, businesses can enhance their interaction with customers, ensuring that the promotional content resonates with their immediate surroundings. This personalized advertising not only aids in creating a more meaningful connection between the brand and its clientele but also contributes to the establishment of trust by demonstrating a keen understanding of individual needs and preferences. Consequently, this targeted strategy has the potential to cultivate enduring customer loyalty, fostering a mutually beneficial relationship between businesses and their client base.

Products offered by key companies:

  • Cuebiq uses location data from mobile devices to track where consumers go and how long they stay there. This data can be used to identify consumers who are likely to be interested in specific products or services. It combines location data and purchase data with demographic data, such as age, gender, and income, to create highly targeted audience segments.
  • GroundTruth's location targeting platform can be used to reach consumers on a variety of channels, including mobile, web, and display advertising. It also offers a variety of tools and services to help businesses manage their location-targeting campaigns and measure their results.

Prominent growth in the retail segment within the location-based advertising market:

The retail segment is experiencing substantial growth within the location-based advertising market, primarily due to the various advantages it offers. One of the key benefits is its ability to boost foot traffic by alerting local users about proximity and luring them with exclusive offers, thereby proving highly advantageous for small businesses aiming to target customers in their immediate vicinity. Moreover, the personalized nature of location-based advertising allows retailers to customize ads based on the user's location, ensuring greater relevance and consequently enhancing the possibility of higher conversion rates. Additionally, the feature of targeting specific audiences based on their location proves to be a valuable tool for retailers looking to capture the attention of potential customers near their stores. Contextualization is another crucial aspect, as it allows ads to be delivered to consumers at the precise moment when they are in a specific location, thereby significantly enhancing their relevance and appeal. Furthermore, the highly measurable nature of location-based advertising enables retailers to comprehensively track the performance of their campaigns, facilitating necessary adjustments to optimize ad spend and ultimately enhance return on investment (ROI).

The Asia Pacific region is expected to hold a significant share of the location-based advertising market:

The Asia Pacific region is expected to hold a significant share of the location-based advertising market due to several key factors. Firstly, the region has experienced a substantial rise in smartphone users and improved internet connectivity, leading to a surge in the adoption of location-based advertising. This trend has been further bolstered by the increasing appeal of low-cost online advertising for local business owners within the region. As these owners recognize the potential of such advertising methods, the location-based advertising market has witnessed notable growth. Moreover, the region has also witnessed a notable increase in the presence of key players offering location business services. This presence has not only strengthened the infrastructure of the market but has also accelerated its overall growth trajectory. In conjunction with this, the Asia Pacific region has observed a continuous expansion in the social media penetration rate, creating a fertile ground for the development of the location-based advertising market. As more individuals engage with social media platforms, the potential for targeted location-based advertising has significantly expanded, leading to a robust and vibrant market within the Asia Pacific region.

Market developments:

  • In February 2023, Cidewalk Technologies Inc. launched BannerAI, a free digital billboard ad creative service powered by OpenAI. This service is designed to complement the company's new flagship RTB-enabled programmatic billboard advertising platform.
  • In May 2022, AT&T, in partnership with Intrado, launched location-based routing for wireless 9-1-1 calls. This new technology will allow AT&T to more quickly and accurately identify the location of a wireless 9-1-1 caller and route the call to the correct public safety answering point (PSAP).

Segments

By Advertising Type

  • Push Advertising
  • Pull Advertising

By Promotion Type

  • Banner Display/Pop-ups Promotion
  • Video Promotion
  • Search Result Promotion
  • E-mail and Messages
  • Social Media Content Promotion
  • Voice Calling Promotion

By Location

  • Indoor
  • Outdoor

By End-User Industry

  • Retail
  • Hospitality
  • Healthcare
  • BFSI
  • Education
  • Technology & Media
  • Transportation & Logistics
  • Automotive
  • Entertainment
  • Others

By Geography

  • North America
  • United States
  • Canada
  • Mexico
  • South America
  • Brazil
  • Argentina
  • Others
  • Europe
  • United Kingdom
  • Germany
  • France
  • Spain
  • Others
  • Middle East and Africa
  • Saudi Arabia
  • UAE
  • Israel
  • Others
  • Asia Pacific
  • Japan
  • China
  • India
  • South Korea
  • Indonesia
  • Thailand
  • Others

TABLE OF CONTENTS

1. INTRODUCTION

  • 1.1. Market Overview
  • 1.2. Market Definition
  • 1.3. Scope of the Study
  • 1.4. Market Segmentation
  • 1.5. Currency
  • 1.6. Assumptions
  • 1.7. Base, and Forecast Years Timeline

2. RESEARCH METHODOLOGY

  • 2.1. Research Data
  • 2.2. Research Processes

3. EXECUTIVE SUMMARY

  • 3.1. Research Highlights

4. MARKET DYNAMICS

  • 4.1. Market Drivers
  • 4.2. Market Restraints
  • 4.3. Porter's Five Force Analysis
    • 4.3.1. Bargaining Power of Suppliers
    • 4.3.2. Bargaining Power of Buyers
    • 4.3.3. Threat of New Entrants
    • 4.3.4. Threat of Substitutes
    • 4.3.5. Competitive Rivalry in the Industry
  • 4.4. Industry Value Chain Analysis

5. LOCATION-BASED ADVERTISING MARKET BY ADVERTISING TYPE

  • 5.1. Introduction
  • 5.2. Push Advertising
  • 5.3. Pull Advertising

6. LOCATION-BASED ADVERTISING MARKET BY PROMOTION TYPE

  • 6.1. Introduction
  • 6.2. Banner Display/Pop-up Promotion
  • 6.3. Video Promotion
  • 6.4. Search Result Promotion
  • 6.5. E-mail and Messages
  • 6.6. Social Media Content Promotion
  • 6.7. Voice Calling Promotion

7. LOCATION-BASED ADVERTISING MARKET BY LOCATION

  • 7.1. Introduction
  • 7.2. Indoor
  • 7.3. Outdoor

8. LOCATION-BASED ADVERTISING MARKET BY END-USER INDUSTRY

  • 8.1. Introduction
  • 8.2. Retail
  • 8.3. Hospitality
  • 8.4. Healthcare
  • 8.5. BFSI
  • 8.6. Education
  • 8.7. Technology & Media
  • 8.8. Transportation & Logistics
  • 8.9. Automotive
  • 8.10. Entertainment
  • 8.11. Others

9. LOCATION-BASED ADVERTISING MARKET BY GEOGRAPHY

  • 9.1. Introduction
  • 9.2. North America
    • 9.2.1. United States
    • 9.2.2. Canada
    • 9.2.3. Mexico
  • 9.3. South America
    • 9.3.1. Brazil
    • 9.3.2. Argentina
    • 9.3.3. Others
  • 9.4. Europe
    • 9.4.1. United Kingdom
    • 9.4.2. Germany
    • 9.4.3. France
    • 9.4.4. Spain
    • 9.4.5. Others
  • 9.5. The Middle East and Africa
    • 9.5.1. Saudi Arabia
    • 9.5.2. UAE
    • 9.5.3. Israel
    • 9.5.4. Others
  • 9.6. Asia Pacific
    • 9.6.1. Japan
    • 9.6.2. China
    • 9.6.3. India
    • 9.6.4. South Korea
    • 9.6.5. Indonesia
    • 9.6.6. Thailand
    • 9.6.7. Others

10. COMPETITIVE ENVIRONMENT AND ANALYSIS

  • 10.1. Major Players and Strategy Analysis
  • 10.2. Market Share Analysis
  • 10.3. Mergers, Acquisitions, Agreements, and Collaborations

11. COMPANY PROFILES

  • 11.1. Cidewalk Technologies Inc.
  • 11.2. Enradius
  • 11.3. Emodo (Placecast)
  • 11.4. Facebook (Meta Platforms Inc.)
  • 11.5. Foursquare
  • 11.6. Google LLC
  • 11.7. GroundTruth
  • 11.8. IBM Corporation
  • 11.9. Telenity
  • 11.10. Yelp Inc.
  • 11.11. Cuebiq Group LLC