Communications Service Providers making inroads into digital services to tap into the ready market for retail and commercial services delivered on mobile devices are already rolling out their plans to capitalize on the growing Mobile Advertising market. Mobile Advertising has grown rapidly in the last few years, with intelligent ad placement enabling very targeted delivery of advertisement.
Berg Insight, who provides business intelligence to the telecom industry released a new research estimating the total value of the global real-time mobile location-based advertising and marketing (LBA) market to grow from € 1.2 (USD1.66) billion in 2013 at a compound annual growth rate (CAGR) of 54 percent to € 10.7 billion (USD14.8) in 2018. According to Berg, this figure represents 38.6 percent of all mobile advertising and marketing, 7 percent of total digital advertising and 2 percent of the total global ad spend for all media.
Berg also highlighted the advent of beacons based on Bluetooth low energy (BLE) which are expected to take off this year as retailers launch innovative marketing schemes and leverage on analytics relating to in-store behaviour of customers to better understand the market they are serving.