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位置情報広告とマーケティング (第3版)

Location-Based Advertising and Marketing – 3rd Edition

 

出版社 出版年月冊子体価格電子版価格 ページ数
Berg Insight
ベルグインサイト社
2014年4月Eur1,000Eur1,500
1-5ユーザライセンス
190

サマリー

この調査レポートは、位置情報システムを使用した広告とマーケティング市場を調査し、今後の戦略について分析を行っています。

Location-Based Advertising and Marketing - Berg Insight主な掲載内容

  1. 広告とモバイルチャネル
  2. モバイルロケーション技術とサービス
  3. モバイル位置情報広告とマーケティング
  4. 市場予測と動向
  5. 企業情報と戦略
    1. LBA専門企業
    2. モバイル事業者
    3. LBSとナビゲーション提供企業
    4. 位置認識アプリケーションとメディア
    5. モバイルクーポンと取引企業
    6. モバイル検索提供企業
    7. 近接マーケティング提供企業
    8. 従来型モバイル広告関連企業
    9. 主要デジタルおよび通信関連企業

Description

Learn why location-based advertising and marketing is not just for early adopters but a great opportunity for brand marketers and retailers today. The total value of the global real-time mobile location-based marketing and advertising market will grow from € 1.2 billion in 2013 at a CAGR of 54 percent to € 10.7 billion in 2018. Find out what the industry leaders are doing and anticipate their strategies for the future in this 190 page report in Berg Insight’s LBS Research Series.

Excutive Summary

The  mobile  channel  is  gradually  strengthening  its  position  in  the  marketing  media  mix  as smartphones  are  becoming  ubiquitous  and  drive  mobile  media  usage.  One  of  the  key developments in mobile advertising is the increasing integration of location-sensitivity, which releases the full potential of the mobile channel. A notable divide can be made between static and  real-time  location-based  advertising  (LBA).  Targeting  by  static  variables  involves  using information  which  is  part  of  user  profiles  such  as  place  of  residence  and  work.  Real-time location targeting instead uses location information which is gathered when an ad is delivered to a mobile user. Such LBA campaigns leverage the same type of technologies to determine user location as other location-based services (LBS). Common methods include GPS, Cell-ID and Wi-Fi positioning which are all based on real-time information.

Targeting  by  location  in  combination  with  other  contextual  and  behavioural  segmentation greatly enhances the relevance of mobile advertising. It has been demonstrated that location-targeted ads generate considerably higher returns than conventional mobile advertising. The associated  eCPM  and  CTR  levels  are  several  times  higher.  Berg  Insight  estimates  that  the total  value  of  the  real-time  mobile  LBA  market  worldwide  was  €  1.2  billion  in  2013, representing  14.5  percent  of  the  total  mobile  ad  spend.  Growing  at  a  compound  annual growth rate of 54.0 percent, the real-time LBA market is forecasted to be worth € 10.7 billion in 2018, corresponding to 38.6 percent of all mobile advertising and marketing. This means that  location-based  advertising  and  marketing  will  represent  around  7  percent  of  digital advertising, or 2 percent of the total global ad spend for all media. Asia-Pacific is estimated to be the largest LBA market in 2018, followed by North America and Europe.

Key  drivers  for  LBA  include  the  growing  adoption  of  both  outdoor  and  indoor  location technologies, as well as the increasing consumer acceptance of LBS in general. The market is favoured by the recent entry of a number of major enterprise players. Big-box retailers can leverage  LBA  to  combat  both  online  and  physical  competitors.  LBA  further  opens  up  the mobile channel for new advertisers such as local merchants. The fact that LBA has higher performance has moreover translated into premium rates. The main barriers to adoption are related to the inherently limited reach of LBA which acts as a mental hurdle for advertisers. Education  of  advertisers  and  new  methods  for  campaign  performance  evaluation  are  thus called  for.  Privacy  issues  can  further  not  be  ignored,  but  can  be  beneficially  handled  by privacy  control  options  beyond  simple  opt-in  mechanisms.  The  demand  for  geo-targeting remains  comparably  limited,  but  is  bound  to  increase  given  the  proven  results  such campaigns generate. The quality of location data is moreover expected to gradually improve.

The LBA value chain is still forming and there are a large number of players involved in the ecosystem. The industry remains fragmented and far from mature. Many different companies are involved, ranging from LBA specialists such as Verve, Placecast and xAd, to LBS players including Intersec, Telenav and Waze, and operators such as AT&T, SFR and the UK joint venture Weve. There is furthermore an abundance of location-aware applications and media which  serve  geo-targeted  ads,  with  examples  such  as  Foursquare  and  Shopkick.  Other stakeholders include coupons and deals providers including Yowza!! and COUPIES, search solutions  such  as  YP,  Hibu  and  Yelp,  and  proximity  marketing  providers  like  Proxama, NeoMedia and Scanbuy. A number of traditional mobile advertising players are also active in the LBA space, for example Millennial Media, Madvertise and Smaato, as well as major digital and telecom players such as Google, Facebook and Apple. The latter is together with a range of other players pushing for BLE beacon adoption which is expected to take off this year.

There are a number of key takeaways from the current trends in LBA. Geo-targeting improves the performance of mobile marketing and greater shares of ad budgets are devoted to LBA. High-precision real-time geo-targeting is still sparsely used but is expected to get a boost in the near term. Best practices for LBA furthermore include the use of sound opt-in procedures and  individual  privacy  measures,  as  well  as  ensuring  that  location  data  is  combined  with additional  contextual  and  behavioural  data  to  increase  relevance.  Current  important  high-volume  LBA  formats  include  mobile  search  and  SMS  campaigns.  New  developments moreover include real-world retargeting and mobile attribution solutions. The latter can prove the  effectiveness  of  LBA  by  quantifying  the  impact  on  in-store  visits  and  purchases.  Berg Insight anticipates that geo-targeting gradually will become ubiquitous and available across the entire mobile channel.



目次

Table of Contents

Table of Contents ......................................................................................................................... i
List of Figures ............................................................................................................................. vii

Executive summary ..................................................................................................................... 1

1  Advertising and the mobile channel .................................................................................... 3

1.1  Advertising and digital media ...................................................................................... 3
1.1.1  The marketing and advertising industry ................................................................ 3
1.1.2  The Internet media channel .................................................................................. 6
1.1.3  The mobile media channel .................................................................................... 7
1.2  Mobile advertising and marketing ............................................................................. 11
1.2.1  The mobile handset as an advertising platform .................................................. 11
1.2.2  Advertising on the mobile handset ..................................................................... 13
1.2.3  The mobile advertising ecosystem ..................................................................... 16
1.3  Mobile media channels and formats ......................................................................... 16
1.3.1  Messaging ........................................................................................................... 16
1.3.2  Mobile web .......................................................................................................... 21
1.3.3  Mobile applications ............................................................................................. 26
1.4  Mobile marketing industry overview .......................................................................... 31
1.4.1  Factors influencing the potential market value of mobile advertising ................. 32
1.4.2  Current state and future trends ........................................................................... 32

2  Mobile location technologies and services ....................................................................... 33

2.1  Mobile network location architectures and platforms ............................................... 33
2.1.1  Location architecture for GSM/UMTS networks .................................................. 34
2.1.2  Location architecture for LTE networks .............................................................. 35
2.1.3  Control Plane and User Plane location platforms ............................................... 36
2.1.4  Probe-based and handset client-based location platforms ................................ 37
2.2  Mobile location technologies and methods .............................................................. 38
2.2.1  Cell-ID .................................................................................................................. 38
2.2.2  Enhanced Cell-ID ................................................................................................ 40
2.2.3  RF Pattern Matching ............................................................................................ 40
2.2.4  OTDOA and U-TDOA ........................................................................................... 40
2.2.5  GNSS: GPS, GLONASS, Galileo and Compass/BeiDou 2 ................................. 41
2.2.6  Bluetooth and Wi-Fi positioning .......................................................................... 43
2.2.7  Hybrid and mixed mode location technologies .................................................. 44
2.2.8  Comparison of location technologies ................................................................. 45
2.3  Overview of mobile location-based services ............................................................. 48
2.3.1  Mapping and navigation ...................................................................................... 49
2.3.2  Local search and information .............................................................................. 50
2.3.3  Social networking and entertainment ................................................................. 51
2.3.4  Recreation and fitness ......................................................................................... 52
2.3.5  People locator services ....................................................................................... 53

3  Mobile location-based advertising and marketing ............................................................ 55

3.1  Definitions and variants of LBA .................................................................................. 55
3.1.1  Static versus real-time location targeting ............................................................ 55
3.1.2  Push and pull LBA ............................................................................................... 58
3.1.3  LBA formats ......................................................................................................... 59
3.2  Market receptiveness ................................................................................................. 63
3.2.1  Adoption patterns among brands and merchants .............................................. 64
3.2.2  Outcomes of different LBA strategies ................................................................. 65
3.2.3  Consumer attitudes ............................................................................................. 68
3.2.4  Privacy concerns ................................................................................................. 70
3.3  Case studies .............................................................................................................. 71
3.3.1  Philips introduces retail marketing solution using light-based communication . 72
3.3.2  Proxama’s NFC technology is used to market Guinness stout .......................... 72
3.3.3  iBeacons leveraged by publisher to grant magazine access at select locations73
3.3.4  Tesco markets FIFA 13 game with innovative LBA campaign ............................ 73
3.3.5  Thinknear helps Benadryl to target allergy sufferers through ............................. 73
3.3.6  Disney markets video game platform via NFC-enabled OOH posters ............... 74
3.3.7  Plot Projects enables location-based notifications for apps ............................... 74
3.3.8  Placecast teams with HARMAN to enable in-car LBA ......................................... 75
3.3.9  Meat Pack launches HiJack campaign to attract customers from competitors . 75
3.3.10  xAd’s LBA technology used by Calvin Klein to drive awareness and traffic ....... 76
3.3.11  TAPTAP introduces a location-based mobile ad platform for retail clients......... 76
3.3.12  McDonald’s drives sales with LBA campaign powered by Todacell .................. 77
3.3.13  Heinz uses QR codes to create engagement and support causes .................... 77

4  Market forecasts and trends .............................................................................................. 79

4.1  LBA industry analysis ................................................................................................ 79
4.1.1  Classification of LBA offerings ............................................................................. 79
4.1.2  LBA specialists .................................................................................................... 80
4.1.3  Mobile operators ................................................................................................. 81
4.1.4  LBS and navigation providers ............................................................................. 82
4.1.5  Location-aware applications and media ............................................................. 83
4.1.6  Mobile coupons and deals providers .................................................................. 84
4.1.7  Mobile search providers ...................................................................................... 84
4.1.8  Proximity marketing providers ............................................................................ 85
4.1.9  Traditional mobile advertising players ................................................................ 86
4.1.10  Major digital and telecom players ....................................................................... 87
4.1.11  Industry associations .......................................................................................... 87
4.1.12  Mergers and acquisitions .................................................................................... 89
4.2  LBA landscape trends ............................................................................................... 91
4.2.1  Drivers for success .............................................................................................. 91
4.2.2  Barriers to adoption ............................................................................................. 94
4.2.3  Overcoming the barriers ..................................................................................... 96
4.3  Market forecasts ........................................................................................................ 98
4.3.1  Total, digital and mobile advertising market value forecasts .............................. 98
4.3.2  LBA market value forecast ................................................................................ 101
4.4  Final conclusions ..................................................................................................... 103
4.4.1  Location filtering improves the effectiveness of mobile marketing campaigns 103
4.4.2  Steadily increasing shares of ad budgets devoted to LBA ............................... 104
4.4.3  LBA offers new possibilities for all categories of advertisers ............................ 104
4.4.4  Real-time hyper-local targeting is expected to get a boost in the near term .... 104
4.4.5  Best practices include sound opt-ins and combining location with other data 105
4.4.6  Mobile search and SMS campaigns are important high-volume LBA formats . 105
4.4.7  Real-world retargeting and other innovations push the boundaries of LBA ..... 106
4.4.8  Mobile attribution promises to quantify the impact of LBA ............................... 106
4.4.9  Location targeting will eventually become ubiquitous ...................................... 107

5  Company profiles and strategies ..................................................................................... 109

5.1  LBA specialists ......................................................................................................... 110
5.1.1  AdMoove ........................................................................................................... 110
5.1.2  CityGrid Media ................................................................................................... 111
5.1.3  JiWire ................................................................................................................. 113
5.1.4  LEMON Mobile .................................................................................................. 113
5.1.5  PayPal Media Network ...................................................................................... 115
5.1.6  Placecast ........................................................................................................... 116
5.1.7  PlaceIQ .............................................................................................................. 118
5.1.8  Verve Mobile ...................................................................................................... 119
5.1.9  xAd .................................................................................................................... 121
5.1.10  Xtify (IBM) .......................................................................................................... 122
5.1.11  YOOSE .............................................................................................................. 124
5.2  Mobile operators ...................................................................................................... 125
5.2.1  AT&T Mobility .................................................................................................... 126
5.2.2  Orange Group ................................................................................................... 128
5.2.3  SFR .................................................................................................................... 129
5.2.4  Verizon Wireless ................................................................................................ 130
5.2.5  Weve .................................................................................................................. 132
5.3  LBS and navigation providers ................................................................................. 133
5.3.1  Intersec .............................................................................................................. 133
5.3.2  mxData .............................................................................................................. 135
5.3.3  Sensewhere ....................................................................................................... 136
5.3.4  Telenav .............................................................................................................. 137
5.3.5  Telenity .............................................................................................................. 139
5.3.6  TomTom ............................................................................................................ 141
5.3.7  Waze .................................................................................................................. 142
5.4  Location-aware applications and media ................................................................. 144
5.4.1  Foursquare ........................................................................................................ 144
5.4.2  Gbanga .............................................................................................................. 146
5.4.3  SCVNGR/LevelUp ............................................................................................. 147
5.4.4  Shopkick ............................................................................................................ 149
5.5  Mobile coupons and deals providers ...................................................................... 151
5.5.1  COUPIES ........................................................................................................... 151
5.5.2  Groupon ............................................................................................................ 152
5.5.3  Vouchercloud .................................................................................................... 153
5.5.4  Yowza!! (Spindle) .............................................................................................. 154
5.6  Mobile search providers .......................................................................................... 155
5.6.1  Hibu ................................................................................................................... 156
5.6.2  Mobile Commerce ............................................................................................. 157
5.6.3  Poynt (Sprylogics) ............................................................................................. 158
5.6.4  Yelp .................................................................................................................... 159
5.6.5  YP ...................................................................................................................... 160
5.7  Proximity marketing providers ................................................................................. 161
5.7.1  NeoMedia .......................................................................................................... 162
5.7.2  Proxama ............................................................................................................ 162
5.7.3  Proximus Mobility (MobileBits) .......................................................................... 164
5.7.4  Scanbuy ............................................................................................................ 166
5.8  Traditional mobile advertising players ..................................................................... 167
5.8.1  InMobi ................................................................................................................ 167
5.8.2  Madvertise ......................................................................................................... 169
5.8.3  Millennial Media ................................................................................................. 169
5.8.4  Nexage .............................................................................................................. 171
5.8.5  Smaato .............................................................................................................. 173
5.8.6  Sofialys .............................................................................................................. 174
5.9  Major digital and telecom players ........................................................................... 175
5.9.1  Apple ................................................................................................................. 175
5.9.2  Facebook .......................................................................................................... 177
5.9.3  Google ............................................................................................................... 179
5.9.4  Microsoft ............................................................................................................ 181
5.9.5  Yahoo! ............................................................................................................... 182

Glossary .................................................................................................................................. 185

List of Figures

Figure 1.1: Global advertising expenditure by media (Worldwide 2012) ................................... 4
Figure 1.2: Top 20 advertisers (Worldwide 2010) ....................................................................... 5
Figure 1.3: Online advertising expenditure by region (Worldwide 2012) ................................... 7
Figure 1.4: Mobile subscriptions and handset sales by region (Worldwide Q2-2013) .............. 8
Figure 1.5: Stakeholders in the mobile marketing value chain ................................................ 15
Figure 2.1: Location architecture overview ............................................................................... 34
Figure 2.2: Cellular frequency reuse pattern ............................................................................ 38
Figure 2.3: Cell-ID location methods ........................................................................................ 39
Figure 2.4: Performance and limiting factors for network-based location technologies .......... 45
Figure 2.5: Performance and limiting factors for hybrid location technologies ........................ 47
Figure 3.1: Examples of location granularities suitable for LBA ............................................... 56
Figure 4.1: Categorisation of LBA industry players .................................................................. 80
Figure 4.2: Acquisitions in the LBA ecosystem (2013–2014) ................................................... 90
Figure 4.3: Total, digital and mobile ad expenditure by region (Worldwide 2012–2018) ........ 99
Figure 4.4: Mobile advertising expenditure by format and region (Worldwide 2013) ............ 101
Figure 4.5: LBA revenues and forecasts by region (Worldwide 2012–2018) ......................... 102
Figure 5.1: Overview of LBA industry players ......................................................................... 109
Figure 5.2: Ads by CityGrid featured in the Nokia HERE Maps app ...................................... 112
Figure 5.3: LevelUp app interface and Sweetgreen white-label solution ............................... 149
Figure 5.4: NFC-enabled bus stop powered by Proxama ...................................................... 164

 

 

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プレスリリース

[日本語訳]

モバイル位置情報広告は2018年に107億ユーロの市場に

2014年4月25日

スウェーデンの調査会社Berg Insight社の調査レポート「位置情報広告とマーケティング (第3版) - Location-Based Advertising and Marketing - 3rd Edition」は、世界のリアルタイム位置情報ベースの広告とマーケティングの市場は、2013年の12億ユーロからCAGR54%で成長して、2018年には107億ユーロとなるだろうと報告している。これはモバイル広告とマーケティング全体の38.6%に匹敵するだろう。位置情報ベースの広告とマーケティングは、デジタル広告の7%、世界のすべてのメディアの広告費の2%を占めることになる。

昨年、リアルタイムモバイル位置情報広告分野で、多くの大きな進展が見られた。そのひとつは、低出力ブルートゥースベースのビーコンという考え方である。「ブルートゥースマーケティングのコンセプトは、2013年のアップル社のiBeaconの採用によって復活した」とBerg Insight社のシニアアナリストRickard Andersson氏は語る。Berg Insight社は、依然、採用は低レベルだが、2014年に、小売業者が店舗や通路で顧客がどのように歩いたり立ちどまったりしているかを分析できるような革新的なスキームを採用しはじめ、普及が進むだろうとしている。

「この新しいブルートゥースベースの信号によるエコシステムは、PayPalやQualcommや、 Estimote、Swirl、Shopkickなどの新規参入企業によって、大量に採用が始まっている」とAndersson氏は語る。また、これらの企業は、既存の低出力ブルートゥース広告の企業であるVerve、Placecast、xAdや、低出力ブルートゥースサービスのIntersec、Telenav、Waze、また、AT&T、SFR、英国のジョイントベンチャーであるWeveなどの事業者とも競いあえるまったく新しい企業の組合せを形成するだろうとも述べている。

[プレスリリース原文]

Mobile Location-Based Advertising will be worth € 10.7 billion in 2018

2014-04-25

According to a new research report from the analyst firm Berg Insight, the total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow from € 1.2 billion in 2013 at a compound annual growth rate (CAGR) of 54 percent to € 10.7 billion in 2018. This will then correspond to 38.6 percent of all mobile advertising and marketing. Location-based advertising and marketing will thus represent around 7 percent of digital advertising, or 2 percent 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). “The concept of Bluetooth marketing has been reinvigorated following Apple’s introduction of iBeacon in 2013”, said Rickard Andersson, Senior Analyst, Berg Insight. 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. “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.

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