‘Location-
Advertisers and those in the mobile world need to act NOW to secure a slice of the pie.
London, UK, 10/07/07: The use of adverts and marketing based on locality is coming to the mobile world. Users are increasingly using their handsets as mapping and navigation tools, and this coupled with the spread of mobile Internet and search applications has created an exciting revenue opportunity.
The latest visiongain report, Location Based Advertising 2007-2012: - maximising the revenue potential of location discovery, examines the opportunities offered by location-based advertising (LBA), and how advertisers, operators and manufacturers are providing profitable LBA services.
Advertising is currently a major area of growth in the mobile world. The decline in traditional advertising in print and on TV due to competing sources, such as the internet, means advertisers feel they are receiving less value for money from such sources, and are actively seeking alternatives. Mobile advertising has great potential due to the relationship between a mobile subscriber and their handset, where the mobile device is often with the end-user for most of their waking time. With mobile penetration forecast to reach 100 per cent in Europe in 2007, the mobile phone will soon be in virtually everyone’s pocket.
Mobile is the ideal medium for the search engine. The huge success of PC-based Internet search and location sponsorship translates equally well to the mobile screen, and mobile Internet and location search use is predicted to grow by up to 200 per cent before 2010. Most search vendors already have huge databases of location based information that mobile is ready to capitalize on. The Nokia N95 is the first mass-market mobile handset with GPS included as standard, and visiongain expects this to become the norm within five years.
Report lead author Peter Boyland believes: “Search is the way forward for mobile LBA. The increasing rollout, accuracy, and improved user experience of GPS, mapping applications and mobile search mean this area of LBA holds great revenue potential which is ready to be capitalized upon.”
Mobile offers advertisers an unprecedented opportunity to market directly to the consumer on a personal, one-to-one level. Many mobile operators already hold extensive customer profiles detailing everything from age and gender to web-surfing habits and social networks. Although the mobile Internet has suffered in the past from several ‘false starts’, cheaper operator offerings and new handsets such as the iPhone mean mobile online and search use is set for huge growth in the next five years.
Nick Lim, Director of Product Management at Enpocket told visiongain: "Location is THE differentiator that separates mobile advertising from online advertising. Relevancy is key on the small phone screen, and location makes advertising relevant."
ENDS
Notes for Editors
If you are interested in a more detailed overview of this report, including charts and images, please send an email to sara.peerun@
About visiongain
Visiongain is one of the fastest growing and most innovative independent media companies in Europe. Based in London, UK, visiongain produces a host of business-2-business conferences, newsletters, management reports and e-zines focusing on the Telecoms, Pharmaceutical and Defence sectors.
Visiongain publishes reports produced by its in-house analysts, who are qualified experts in their field. Visiongain has firmly established itself as the first port-of-call for the business professional, who needs independent, high quality, original material to rely and depend on.
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