Location based advertising

Location-based advertising (English. Location Based Advertising (LBA)) is a mobile marketing concept, which the group of location-based services (Engl. Location-based services is one (LBS)). The principle is based on taking into account the current whereabouts of the user and thus, for example, displaying the cheapest offer or special promotions in the vicinity for desired products or services.

functionality

Advertising companies create their promotions and offers on location-based advertising platforms from LBA providers. These can then be called up by the users via the corresponding web portals or mobile applications for smartphones : After manually entering a location or a postcode or automatically via the GPS module of the mobile device, available in the immediate vicinity of the user and mostly stored with a corresponding coupon Offers and promotions listed or shown in a map view. Smartphone users can then be directed to the respective POS (point of sale) using the routing function . Filter options can also be used to specifically target product recommendations to the interests of potential consumers, which leads to high target group accuracy of the advertising. Studies show that the personally perceived relevance of the offer and the attractiveness of the advertised product brand play a special role in consumer acceptance of LBA.

Market background

According to analysts at Pyramid Research, the worldwide market for location-based advertising generated sales of USD 588 million in 2010. This corresponds to 18.5 percent of the total market for mobile advertising. In 2015, LBA will grow to $ 6.2 billion in sales worldwide and be responsible for 35 percent of all advertising sales on mobile devices. Global Industry Analysts expects the global LBA market to generate sales of USD 12.8 billion in 2017.

criticism

Concerns are mainly expressed about privacy and potential radiation damage .;

Web links

• Global Industry Analysts

Individual evidence

1. ^ Warwitz, Claudius: Location-based Advertising in the Context of Big Data, Determinants of Consumer Acceptance. Dissertation. Verlag SpringerGabler, Wiesbaden 2016
2. ↑ Mediapost, June 28, 2011, http://www.mediapost.com/publications/article/153133/
3. ↑ Global Industry Analysts, August 11, 2011, archived copy ( memento of the original from February 5, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. 
4. ↑ Network World, Companies try to allay privacy fears Archived copy ( Memento of the original from July 5, 2011 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. 
5. ↑ Boom in location-based advertising, Computerwoche http://www.computerwoche.de/netzwerke/mobile-wireless/2489052/./