TechNavio recognizes the following companies as the key players in Global Location-based Search and Advertising Market: AdMoove Inc., AdNear Pte Ltd., Foursquare Labs Inc., Google Inc., Groupon Inc., Jiepang API, and xAD Inc.
Commenting on the report, an analyst from TechNavio’s team said: “Currently, location-based push advertising has a higher market share than pull advertising. However, location-enabled pull advertising is expected to witness rapid growth during the forecast period. This is because of the increasing development of the location-enabled pull advertising platform by the leading global location-based advertising providers. Moreover, many leading coupon and deal providers such as Groupon are increasing their investment in developing location-enabled pull advertising. In addition, in the developed nations, most of the enterprises offering location-enabled advertising media prefer to adopt location-enabled pull advertising. In September 2013, almost 75 percent of the enterprises in North America opted for location-enabled pull advertising. Similarly, in India and Singapore, the location-enabled pull advertising platform developed by AdNear is witnessing high adoption. Thus, location-enabled pull advertising is an emerging trend that is expected to propel the growth of the market during the forecast period. ”
According to the report, one of the main drivers in this market is the increasing adoption of location-based, application-enabled mobile media. Earlier, mobile phones were merely used as a communication device. However, with the increasing functionalities and processing capabilities, smartphone and tablet users are able to use their mobile devices for various other purposes. The usage of location-based services using these smart devices has become a common feature in recent years. Users are increasingly using mobile devices to obtain real-time directions to nearby locations, weather forecasts, and traffic updates.
Further, the report states that one of the major challenges in this market is the growing concern over privacy. In order to receive location-based coupons, deals, and advertisements, customers have to reveal their location to advertisers and other third parties. For instance, the user check-in information in Foursquare, which is stored in its database, can be retrieved and used by third-party advertisers without the user’s consent.
The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market and vendor landscape in addition to a SWOT analysis of the key vendors. For further information on this report, please visit https://www.technavio.com/report/global-location-based-search-and-adverti…
TechNavio, the market research platform of Infiniti Research Ltd., publishes periodic market research reports on niche and emerging technologies. For more information on our market research, please visit https://www.technavio.com/it-hardware-software-services
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TechNavio Announces the Publication of its Research Report – Global Location-based Search and Advertising Market 2014-2018
