首頁 > 市場調查報告書 > 通訊

線上廣告

市場調查報告書

商品編碼

1425090

定位性廣告市場 - 2024 年至 2029 年預測

Location-Based Advertising Market - Forecasts from 2024 to 2029

出版日期: 2024年01月24日 | 出版商:

Knowledge Sourcing Intelligence | 英文 150 Pages | 商品交期: 最快1-2個工作天內

價格

簡介目錄

預計在預測期內，定位性廣告市場將以 12.11% 的複合年成長率成長。

定位性廣告是一種高度針對性的行銷策略，它利用用戶的地理位置來提供個人化和相關的廣告。這種創新方法是透過將全球定位系統 (GPS) 技術整合到行動裝置中來實現的，從而使廣告商能夠精確定位用戶的位置。有了這些訊息，廣告商就可以根據您目前的位置自訂和投放廣告。例如，特定咖啡店附近的用戶可能會收到宣傳該咖啡店服務的廣告。特別是，定位性廣告擅長針對特定位置的用戶，例如商業綜合體或體育場。此外，它還根據遊客的即時位置向他們提供相關廣告，有效滿足了包括遊客在內的出行者的需求。儘管這種型態的廣告在提供有吸引力的、針對特定位置的廣告方面具有潛在的有效性，但它引起了某些不希望自己的位置被追蹤用於行銷目的的個人的隱私問題。

介紹

市場區隔（定位性廣告）是一種日益普及的動態行銷策略，它利用位置資訊針對特定消費群體精確客製化廣告。透過利用這種方法，公司可以根據精確的地理位置有效地定位個人，從而促進個人化、相關的線上或離線通訊。利用這些資料的見解可以幫助行銷團隊更了解客戶行為、完善推廣策略並改善整個消費者旅程。此外，事實證明，這種技術對於零售商店和餐飲服務等當地企業很有用，可以通知附近的潛在客戶，並通過為他們提供量身定做的促銷和服務來增加客流量。此外，透過在客戶最有可能需要特定服務的時刻策略性地定位客戶，基於位置的行銷可以顯著改善整體用戶體驗。這種方法已廣泛應用於零售、外食服務、房地產、餐旅服務業和汽車等各個領域，以推動有針對性的參與並提高客戶滿意度。展望未來，基於位置的行銷形勢預計將受到幾個關鍵因素的影響，包括嚴格的監管環境、新資料來源的出現以及準確歸因的需求。但是，您應該意識到，實施定位性廣告可能會引起合法的隱私問題，有些人擔心出於行銷目的進行位置追蹤。因此，負責人應在收集和使用位置資訊時優先考慮採用符合隱私規定的做法，以確保消費者隱私受到保護，同時提供有效且相關的廣告體驗。

促進因素

個人化：定位性廣告是一種動態行銷策略，利用地理位置資料的力量，根據消費者的特定地理位置提供量身定做的廣告。透過利用這種方法，公司可以提供與每個用戶的實體位置密切相關的各種個人化促銷內容。這種客製化的投放不僅提高了廣告的整體相關性，還大大提高了參與的可能性，並提高了與目標受眾的共鳴程度。因此，參與度的提高通常會導致轉換率顯著提高，從而有效地最大限度地提高廣告宣傳的效率和效果。
可衡量性：定位性廣告是一種行銷型態，根據地理資料向潛在客戶提供有針對性的促銷內容。這種有針對性的方法使公司能夠準確衡量廣告效果並監控關鍵績效指標以分析宣傳活動的成功。透過利用複雜的分析和追蹤工具，企業可以獲得有關特定位置的客戶參與和行為的寶貴見解。這種精細的資料使企業能夠做出明智的決策並即時調整廣告策略，從而使他們能夠有效率且有效地分配資源。因此，這種簡化的方法不僅可以最大限度地提高公司的投資收益(ROI)，還可以提高廣告內容的整體有效性和相關性。
定位：定位性廣告一種創新的行銷策略，利用潛在客戶的地理資料來推動有針對性的促銷宣傳活動。這種方法允許公司將行銷工作針對特定區域內的特定屬性。這種個人化的定位機制對於想要與當地社區互動並最大限度地在地理鄰近地區開展外展工作的小型企業特別有利。定位性廣告使企業能夠利用位置智慧的力量，最佳化行銷策略並提高當地市場的品牌知名度。
情境化：定位性廣告利用地理空間資料根據消費者目前位置或他們經常去的地方定位廣告。使用 GPS、Wi-Fi 或信標技術，廣告主可以向特定地理區域內的個人投放個人化的、與情境相關的廣告。這種策略方法不僅確保將正確的訊息傳達給正確的受眾，而且還允許公司根據當地消費者的特定需求和偏好來客製化行銷宣傳活動。因此，這項技術可以促進您的品牌與其目標客戶之間更具吸引力和更有意義的互動，從而提高品牌知名度、更高的轉換率和更具影響力的投資收益(ROI)。
客戶參與：定位性廣告利用消費者的地理資料將相關廣告定位到特定位置。透過利用這種方法，公司可以增強客戶互動並確保促銷內容在客戶的直接環境中產生共鳴。這些個人化廣告不僅在品牌和客戶之間建立更有意義的聯繫，還透過展現對個人需求和偏好的敏銳理解來幫助建立信任。因此，此類有針對性的策略有可能培養持久的客戶忠誠度，並促進公司與其客戶群之間的互利關係。

主要企業提供的產品

Cuebiq 使用行動裝置位置資訊來追蹤消費者去了哪裡以及在那裡停留了多長時間。此資料可用於識別可能對特定產品或服務感興趣的消費者。
GroundTruth 的基於位置的定位平台可讓您透過多種管道（包括行動、網路和展示廣告）接觸消費者。我們也提供各種工具和服務來幫助企業管理位置定位宣傳活動並衡量其結果。

定位性廣告市場零售領域的顯著成長：

在定位性廣告市場中，零售業正在經歷顯著的成長。主要好處之一是能夠透過告知本地用戶他們的鄰近位置並透過獨家優惠吸引他們來增加人流量。此外，定位性廣告的個人化特性允許零售商根據用戶的位置自訂廣告，從而增加相關性的可能性，從而提高轉換率。此外，對於希望吸引商店附近潛在客戶注意力的零售商來說，根據位置定位特定受眾的能力被證明是一個有價值的工具。情境化是另一個重要方面，它允許廣告在消費者處於特定位置時準確地投放給他們，從而大大提高相關性和吸引力。此外，定位性廣告的高度可衡量性使零售商能夠全面追蹤宣傳活動績效，從而更容易做出必要的調整以最佳化廣告支出，並最終提高投資收益(ROI)。

亞太地區預計將在定位性廣告市場中佔據主要佔有率：

由於幾個關鍵因素，預計亞太地區將在定位性廣告市場中佔據重要佔有率。首先，由於智慧型手機用戶的顯著增加和網路連線的改善，該地區定位性廣告的採用正在迅速增加。低成本網路廣告對該地區當地企業主的吸引力日益增強，進一步強化了這一趨勢。隨著這些所有者意識到此類廣告方法的潛力，定位性廣告市場正在經歷顯著成長。此外，該地區提供位置業務服務的主要參與者也在顯著增加。這種存在不僅加強了市場基礎設施，也加速了整體成長軌跡。同時，社群媒體在亞太地區的普及不斷擴大，為定位性廣告市場的開拓創造了肥沃的土壤。隨著越來越多的人使用社群媒體平台，有針對性的定位性廣告的潛力顯著擴大，使亞太市場變得強勁和充滿活力。

市場開拓：

2023 年 2 月，Cidewalk Technologies Inc. 推出了 BannerAI，這是一項由 OpenAI 提供支援的免費數位廣告看板廣告創新服務。
2022 年 5 月，AT&T 與 Intrado 合作推出針對無線 9-1-1 呼叫的基於位置的路由。這項新技術將使 AT&T 能夠更快、更準確地定位無線 9-1-1 呼叫中的呼叫者，並將呼叫路由到正確的公共應答點 (PSAP)。

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

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