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市場調查報告書
以位置情報為基礎的廣告（LBA）
Location Based Advertising (LBA)
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以位置情報為基礎的廣告（LBA） 是由出版商Global Industry Analysts, Inc.在2011年08月所出版的。
這份英文市場調查報告書包含Pages: 342 價格從美金4500起跳。
本報告書為全球位置情報基礎廣告（LBA）市場之介紹、業界概要、市場動向、行動廣告概要、位置情報基礎服務（LBS）概要、市場成長促進要因、以及智慧型手機概要等整理、2008年∼2017年的市場預測，同時包含新產品介紹、主要企業的簡介等，概述如下。
第1章 導論、方法論、產品定義
第2章 業界概要
- 位置情報基礎廣告（LBA）：廣告界的新時代展開了
- 擴大的利益關係人的關心
- 智慧型手機提供必要的刺激
- LBA促進了行動基礎的廣告服務
- LBA：對零售店的恩惠
- 折價券：最有魅力的LBA分類
- 地理的位置資料 vs 位置情報基礎廣告
- 選擇內與選擇外：LBA成長是不可或缺的
- LBA優點
- 成長促進要因
- LBA：應注目動向
- 現在以及將來分析
- 初期課題
第3章 行動廣告
- 行動廣告
- 行動廣告：商業分類
- 行動廣告種類
- 行動廣告收入模式
- 行動廣告帶來傳統型媒體的課題
- 動向
第4章 位置情報基礎服務（LBS）
- 位置情報基礎服務：導論
- 簡單的歷史背景
- GPS的發展、重要的實現要素的開發促進了LBS的商業實現可能性
- GPS對應觸控螢幕電話促進了成長
- LBS種類
- LBS應用
- 行動LBS的銷售量創出
- 諸課題
- LBS的將來前景
- 成長促進要因
- 競爭情勢
- 有效的商務模式之作成：是成功所不可少的
第5章 位置情報基礎廣告（LBA）
- 位置情報基礎廣告：導論
- LBA必要性
- LBA生態系統
- 位置情報基礎廣告框架
- 位置特有廣告的優點
- LBA與LBM（位置情報行銷）的不同
- LBA的重要側面
- 位置情報基礎廣告：特性與課題
- 位置情報基礎廣告範圍
第6章 技術概要
第7章 智慧型手機
- 智慧型手機：以行動裝置機器來說是下一個最前線
- 「變得更聰明（賢能）」的智慧型手機
- 販售者讓智慧型手機朝著語音以及數據通信的方向擴張
- 智慧型手機對應更豊富的網頁
- 以更高ARPU為目標的各家業者促進了智慧型手機的販賣
- 無線行動網路的活潑化擴大了智慧型手機之利用
第8章 產品革新/發表
- Caliper提供TransCADR交通計畫軟體用NAVTEQR地圖資訊
- Zain Kuwait在中東發表AdZone
- Apple計畫提供位置情報基礎廣告
- Apple在歐洲發表iAd
- Apple與電通集團在日本發表iAd
- Google發表位置情報基礎行動裝置邊條廣告
- iSIGN Media Solutions計畫在Wild Wing餐廳導入位置情報基礎播放
- 他
第9章 最近業界動向
- Poynt收購Go2 Media的位置情報基礎廣告資產
- NAVTEQ以LocationPoint TM的出版者身分與Poynt簽約
- NAVTEQ以LocationPoint TM的出版者身分與Telmap簽約
- Google買下AdMob
- JiWire收購NearbyNow
- NAVTEQ收購Acuity Mobile
- Yahoo Japan收購Cirius Technology
- 其他
第10章 應注意的相關企業
- Apple, Inc.（美國）
- Google, Inc. （美國）
- mOcean Mobile（美國）
- JiWire, Inc.（美國）
- JumpTap, Inc.（美國）
- Loopt, Inc.（美國）
- NAVTEQ（美國）
- Placecast, Inc.（美國）
- TeleNav, Inc.（美國）
- Yowza International Inc.（美國）
第11章 世界市場的展望
第12章 美國
第13章 加拿大
第14章 日本
第15章 歐洲
第16章 亞太地區
第17章 全球其他地區
競爭狀況
Abstract
This report analyzes the worldwide markets for Location Based Advertising (LBA) in US$ Million. The report
provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific and Rest of
World. Annual estimates and forecasts are provided for the period 2008 through 2017. The report profiles 52
companies including many key and niche players such as Apple, Inc., Google, Inc., mOcean Mobile, JiWire,
Inc., JumpTap, Inc., Loopt, Inc., NAVTEQ, Placecast, Inc., TeleNav, Inc., and Yowza Intemational Inc.
Market data and analytics are derived from primary and secondary research. Company profiles are mostly
extracted from URL research and reported select online sources. Table of Contents
1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITION
- Study Reliability and Reporting Limitations
- Disclaimers
- Data Interpretation & Reporting Level
- Quantitative Techniques & Analytics
- Product Definitions and Scope of Study
2. INDUSTRY OVERVIEW
- Location Based Advertising - Dawn of A New Era in Advertising
- Growing Interest Among Stakeholders
- Smart Phones Provide the Needed Impetus
- LBA Drives Mobile Based Ad Services
- LBA: A Boon for Merchants
- Discount Coupons - Most Appealing LBA Segment
- Geo-Location Data Vs Location Based Advertising
- Opt-In, Opt-Out: Necessary for LBA Growth
- Benefits of LBA
- Retailers
- Consumers
- Mobile Operators
- Growth Drivers
- Mobile Search to Drive Growth
- LBA: Noteworthy Trends
- Advertisers Design Innovative Services
- Context Sensitive Advertising: Significance of Context in LBA
- New Technologies Drive Growth
- Mobile Social Networking
- CheckPoints, a New Location-Based Advertising Approach
- Emergence of Location Exclusive Mobile Social Networks
- Consolidation Grips the Industry
- Key Mergers & Acquisitions in LBA Space (2010-2011 1stQ)
- Key Partnerships in LBA Space
- Current and Future Analysis
- Teething Challenges
- Privacy Concerns Remain Big Issue
- Perception of Location-Based Advertising as Spam
3. MOBILE ADVERTISING
- Mobile Advertising
- Mobile Advertising - Business Segments
- Mobile Advertising Segments: Breakdown Based On Segments and
Corresponding Ad Formats
- Types of Mobile Advertising
- In Page Advertising
- SMS Advertising
- Table 1: SMS Vs email Vs. Internet Display: Comparison of Average
Conversion Rate and CTR for Ads on SMS, email and Internet Display (includes
corresponding Graph/Chart)
- Multimedia Messaging Service (MMS)
- Viral Marketing
- In-Game Marketing
- Mobile Display Advertising
- On-Device Mobile Display Ads
- Off-Device Mobile Display Advertising
- Mobile Advertising Revenue Models
- Mobile Advertising Poses Challenges for Conventional Media
- Trends
- Technological Advancements in Mobile Marketing
- Amplified Usage of Mobile Devices
- Integration of Voice and Data Devices
- Enrichment of Media Files
- Minimized Ad Blindness and Higher Ad Clicks
- Barcode Scanning
- Focus on Geo Targeting/Location Based Ads
- Decreased Time: Short Attention Span
- Packaged Digital Media
- Platform of the Future: Mobile App or Mobile Web
- Increase in The Rate Of Innovation
4. LOCATION BASED SERVICES
- Location Based Services - An Introduction
- A Brief Historical Background
- Developments in GPS, a Key Enabler, Drive Commercial Feasibility of LBS
- GPS-Enabled Touch-Screen Phones Propel Growth
- Types of LBS
- LBS Applications
- Revenue Generation in Mobile LBS
- Challenges
- Future Prospects for LBS
- Growth Drivers
- Innovations to Drive LBS Market
- Competitive Landscape
- Development of an Effective Business Model: Critical to Success
5. LOCATION BASED ADVERTISING
- Location Based Advertising - An Introduction
- The Need for LBA
- Approaches in LBA
- Push Approach/Push Advertising
- Pull Approach/Pull Advertising
- Location Based Advertisements on Mobile Devices
- LBA Through High-Resolution Displays in Public Transport
- LBA Ecosystem
- Advertisers
- Post-Click Services
- Contextual Location Information
- Location Granularity
- Publishers
- Native Applications
- Application Aggregators
- Websites
- Advertisement Networks
- Working of Location-Based Advertising
- Benefits of Location Specific Advertising
- Differences Between LBA and LBM
- Significant Aspects of LBA
- Reach
- Relevance
- Result/Redemption
- Location Based Advertising: Properties and Challenges
- Structural and Organizational Difficulties
- Need for Transparency and Awareness
- Scope of Location-Based Advertisements
6. TECHNOLOGY OVERVIEW
- System Technology Outline
- Security
- Access Control and Management of Privacy
- Redundancy and Better Reliability
- Billing Feature
- 3G and GPRS
- Service Provisioning
- Adapters for Middleware
- Management of Resources and Networks
- Software Development Kit (SDK)
- Location Broker
- Geographical Information System (GIS)
- SIM Tool Kit (STK)
- User Profiles
- Technology Employed for LBA
- Outdoor Technologies
- Wi-Fi
- Merits and Demerits of Wi-Fi Location Technology
- Global Positioning System (GPS)
- Standalone GPS
- Assisted GPS (A-GPS)
- Cell-ID
- Advantages and Disadvantages of Cell ID Location Technology
- TDOA
- AOA
- Indoor Technologies
7. SMART PHONES
- Smartphones: The Next Frontier for Mobile Devices
- Smartphones Get “Smarter”
- Vendors Extend Smartphones Beyond Voice & Data Communication
- Smartphones to Support Richer Web Pages
- Carriers to Promote Smartphones for Higher ARPU
- Spurt in Wireless Mobile Internet Expands Smartphone Use
- Table 2: World Market for Mobile Internet (2010): Breakdown of Number
of Mobile Internet Users in Million by Geographic Region (includes
corresponding Graph/Chart)
8. PRODUCT INNOVATIONS/INTRODUCTIONS
- Caliper Offers NAVTEQ® Map Data in TransCAD® Transportation
Planning Software
- Zain Kuwait Introduces AdZone in Middle East
- Apple to Offer Location-Based Advertisements
- Apple to Introduce iAd in Europe
- Apple and Dentsu Group to Introduce iAds in Japan
- Google Unveils Location-Based Mobile Banner Ads
- iSIGN Media Solutions to Introduce Location-based broadcasting in Wild
Wing Restaurants
- JiWire and Jeep Launch Location-Based Advertisement Platform
- JiWire Introduces New Location-Based Advertising Platform
- JiWire to Introduce JiWire Europe
- LiveVana Innovations and Lepton Software Partner with Ybrant Digital and
Launch Location Based Advertising Platform
- Loopt Launches Loopt version 4.0
- Loopt Unveils New Mobile Rewards Game
- Metaio to Introduce Ad-Inject for Junaio
- MoVoxx Launches New Pilot with Citysearch
- O2 Inks Licensing Contract with Placecast and Jointly Introduces
Geo-fencing Technology
- SFR Regie Introduces New Location-Specific Mobile Advertising Solution
- Sheraton Introduces WiFi Network for Location Based Advertising
- TeleNav Introduces Location Based Mobile Advertising Platform
- XYMOB Unveils Location-Based Mobile Coupon Application for Android and
iPhone
- Yowza Launches Mobile Coupons with Self-Serve Option
- 1020 Placecast and Alcatel-Lucent Jointly Launch Location Based
Advertisement Service
- NAVTEQ Unveils LBA Service in Europe
- NAVTEQ Introduces NAVTEQ LocationPoint™ Advertising
- Vodacom Introduces New Location Based Advertising Service
- StarHub Introduces First Nation-Wide Location-Based Advertising in
Singapore
9. RECENT INDUSTRY ACTIVITY
- Poynt Purchases Location Advertising Assets of Go2 Media
- NAVTEQ Signs Poynt as Publisher of NAVTEQ LocationPoint™
Advertisements
- NAVTEQ Signs Telmap as Publisher for NAVTEQ LocationPoint™
- Google to Take Over AdMob
- JiWire Acquires NearbyNow
- NAVTEQ Takes Over Acuity Mobile
- Yahoo Japan Takes Over Cirius Technologies
- Velti Takes Over Ad Infuse
- Mojiva Spins Off mOcean Mobile platform
- Move Inks Agreement with Lat49 to Offer Location- Focused Advertisements
- FCC and NAVTEQ Sign agreement for US Broadband Data Analysis
- JiWire Enters into Partnership with Borders Group
- Loopt Enters into Partnership with Mobile Spinach
- U.S Cellular to Use Loopt' s Assisted Location Solutions
- Mojiva to Provide In-App Advertisements for Intel AppUpSM Center
- NAVTEQ to Power Novel iPhone Application of AAA
- Cellfun Selects mOcean Mobile Advertisement Platform
- Nobex Selects Location Based Advertising Services of NAVTEQ
- Apple Acquires Quattro
- Millennial Media to Acquire TapMetrics
- Opera Takes Over AdMarvel
- Loopt Launches Pulse and Collaborates with NAVTEQ and Zagat
- NAVTEQ Joins Forces with IPG Emerging Media Lab
- Alcatel and Placecast Provide Location Based Mobile Advertising
- Loopt Selects NAVTEQ LocationPoint Advertising
- Nextar Selects NAVTEQ LocationPoint Advertising
- Centrl Selects NAVTEQ LocationPoint Advertising
- Jumptap Issued Third US Patent
- Vodafone Utilizes Wayfinder For Location Based Advertising
- AdMob Takes Over AdWhirl
- NAC Acquires EarthLink
- Useful Networks Takes Over KnowledgeWhere
- CBS and Loopt Sign Agreement to Offer First Location- Based Mobile Web
Advertisements
- Quattro and uLocate Provide Location-Based Ads on iPhone
- NAVTEQ Invests in Acuity Mobile
10. FOCUS ON SELECT PLAYERS
- Apple, Inc. (US)
- Google, Inc. (US)
- mOcean Mobile (US)
- JiWire, Inc. (US)
- JumpTap, Inc. (US)
- Loopt, Inc. (US)
- NAVTEQ (US)
- Placecast, Inc. (US)
- TeleNav, Inc. (US)
- Yowza International Inc. (US)
11. GLOBAL MARKET PERSPECTIVE
- Table 3: World Recent Past, Present and Future Analysis for Location
Based Advertising by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific and Rest of World Markets Independently Analyzed with Annual
Sales Figures in US$ Million for the Years 2008 through 2017 (includes
corresponding Graph/Chart)
- Table 4: World 10-Year Perspective for Location Based Advertising by
Geographic Region - Percentage Breakdown of Value Sales for - US, Canada,
Japan, Europe, Asia-Pacific and Rest of World Markets for the Years 2008, 2011
and 2017 (includes corresponding Graph/Chart)
12. THE UNITED STATES
- A. Market Analysis
- Outlook
- Key Market Indicators
- LBA - A Growing Market
- B. Market Analytics
- Table 5: US Recent Past, Current and Future Analysis for Location
Based Advertising Analyzed with Annual Sales Figures in US$ Million for the
Years 2008 through 2017 (includes corresponding Graph/Chart)
13. CANADA
- Market Analysis
- Table 6: Canadian Recent Past, Current and Future Analysis for
Location Based Advertising Analyzed with Annual Sales Figures in US$ Million
for the Years 2008 through 2017 (includes corresponding Graph/Chart)
14. JAPAN
- A. Market Analysis
- Outlook
- LBS Market Scenario
- LBA Market - Overview
- Performance and Pricing of LBA
- B. Market Analytics
- Table 7: Japanese Recent Past, Current and Future Analysis for
Location Based Advertising Analyzed with Annual Sales Figures in US$ Million
for the Years 2008 through 2017 (includes corresponding Graph/Chart)
15. EUROPE
- A. Market Analysis
- Outlook
- Current Scenario
- Future Applications of LBA
- Data Privacy Laws in Europe
- B. Market Analytics
- Table 8: European Recent Past, Current and Future Analysis for
Location Based Advertising by Geographic Region- France, Germany, Italy, UK,
Spain and Rest of Europe Markets Analyzed with Annual Sales Figures in US$
Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)
- Table 9: 10-Year Perspective for Location Based Advertising by
Geographic Region - Percentage Breakdown of Value Sales for - France,
Germany, Italy, UK, Spain and Rest of Europe Markets for the Years 2008,
2011 and 2017 (includes corresponding Graph/Chart)
16. ASIA-PACIFIC
- A. Market Analysis
- Outlook
- Leading Markets in Asia
- China
- India
- Factors Hampering LBS
- Korea
- New Zealand
- B. Market Analytics
- Table 10: Asia-Pacific Recent Past, Current and Future Analysis for
Location Based Advertising Analyzed with Annual Sales Figures in US$ Million
for the Years 2008 through 2017 (includes corresponding Graph/Chart)
17. REST OF WORLD
- A. Market Analysis
- B. Market Analytics
- Table 11: Rest of World Recent Past, Current and Future Analysis for
Location Based Advertising Analyzed with Annual Sales Figures in US$ Million
for the Years 2008 through 2017 (includes corresponding Graph/Chart)
COMPETITIVE LANDSCAPE
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