Location-based Advertising Market Size - By Advertising Type (Push, Pull), Type (Geotargeting, Geofencing, Beaconing, Mobile Targeting, Geo-conquesting), End User (Travel & Hospitality, Entertainment & Media, Healthcare) & Forecast 2023 - 2032
Published Date: March - 2025 | Publisher: MIR | No of Pages: 240 | Industry: Media and IT | Format: Report available in PDF / Excel Format
View Details Buy Now 2890 Download Sample Ask for Discount Request CustomizationLocation-based Advertising Market Size
Location-Based Advertising Market was USD 81.7 billion in 2022 and is anticipated to grow at 14% CAGR by the period 2023-2032. Omnichannel location-based advertising integrates online and offline information, propelling the market. The approach optimizes ad delivery to the audience by leveraging precise geotargeting across platforms, making the customer more engaged. Being an omnichannel location-based advertising agency, Osmo connects offline and online worlds by the ubiquitous deployments of AI and ML to disrupt traditional means of advertising, introducing a new generation in targeted & data-driven advertising methods.
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Governments are investing in geospatial technology through developing infrastructure and policies supporting location-based information. All these investments support advanced mapping, GPS, and open data initiatives and therefore empower accurate location-based services. Such support powers the location-based advertising market by facilitating more accurate and reliable geotargeting capability. For instance, in December 2022, the Indian government launched the National Geospatial Policy, where its emphasis was on promoting startups and tech development. This policy had been aimed at pushing geospatial innovations to aid numerous sectors that rely on accurate location information.
| Report Attribute | Details |
|---|---|
| Base Year | 2022 |
| Location-based Advertising Market Size in 2022 | USD 81.7 Billion |
| Forecast Period | 2023 to 2032 |
| Forecast Period 2023 to 2032 CAGR | 14% |
| 2032 Value Projection | USD 303.8 Billion |
| Historical Data for | 2018 – 2022 |
| No. of Pages | 220 |
| Tables, Charts & Figures | 279 |
| Segments covered | Advertising type, type, and end-user |
| Growth Drivers |
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| Pitfalls & Challenges |
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What are the growth opportunities in this market?
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tricter privacy regulations and heightened consumer apprehensions surrounding data privacy and tracking hamper location-based advertising. Adhering to stringent regulations while delivering personalized ads based on precise location data is challenging. Balancing the need for targeted advertising while upholding user privacy becomes complex. The growing awareness and concerns regarding data privacy impact the collection, utilization, and ethical handling of location information, limiting the efficacy of location-based advertising strategies.
COVID-19 Impact
During the pandemic caused by COVID-19, the market for location-based advertising was positively affected. Companies responded by employing location-based methods to address consumers differently, with a focus on local communication to reach proximate customers. With evolving consumer behavior and heightened online interaction importance, location-based advertising allowed for more targeted reaching. It helped companies reach people effectively as they spent more time in their vicinity, leading to a more relevant and targeted form of advertising.
Location-based Advertising Market Trends
The new trend in location-based marketing is the convergence of Artificial Intelligence (AI) and Machine Learning (ML) to perform advanced data analysis. The convergence facilitates a better understanding of consumer behavioral patterns through processing large location-based data. AI and ML algorithms decipher and forecast behavioral trends, preferences, and buying habits using location-based data. This wiser analysis makes targeted advertising more accurate, enabling companies to forecast and meet the needs of consumers more precisely and effectively in their marketing efforts.
The emerging trend of hyper-personalization in location-based advertising emphasizes the delivery of highly personalized and targeted ad content through accurate location information. By leveraging geolocation information, advertisers tailor messages, promotions, and content that speak to individual tastes and immediate environments. This ensures increased relevance for consumers, providing more relevant and engaging experiences. Using real-time location data enables tailored marketing initiatives, resulting in greater consumer engagement, satisfaction, and ultimately, improved conversion rates in advertising campaigns.
Location-based Advertising Market Analysis
Learn more about the key segments shaping this market
Based on advertising type, the push segment accounted for around 60% of the market share in 2022 and is anticipated to witness substantial growth due to its ability to deliver highly targeted and contextual messages to consumers based on their real-time location. This personalized approach, combined with advancements in geofencing, beacon technology, and real-time data, allows for immediate & relevant notifications, offers, and alerts, resulting in increased customer engagement and conversions and boosting the push segment's expansion.
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Based on type, the geofencing segment accounted for a market share of around 30% in 2022 and is projected to witness significant growth owing to its ability to precisely target consumers within specific geographical boundaries. This technology allows businesses to send customized messages, promotions, and alerts to individuals within defined geographic areas, enhancing the relevance of advertising content. As companies seek more precise & localized marketing strategies, the effectiveness of geofencing in delivering personalized and timely information to potential customers is spurring segment growth.
North America is experiencing growth in the location-based advertising market. The region accounted for a market share of over 30% in 2022 and is slated to register significant growth over the forecast period. This region is known for high smartphone penetration, technological advancements, and a robust digital infrastructure. The emphasis on personalized marketing and the presence of key market players investing in innovative geospatial technologies contribute to its growth. The regional market's receptive consumer base and a strong focus on hyper-targeted advertising strategies further fuel the expansion of location-based advertising within North America.
Location-based Advertising Market Share
The major players operating in the location-based advertising industry are-
- Google LLC
- Meta Platform Inc.
- Amazon.Com Inc
- Microsoft Corporation
- Oracle Corporation
- IBM Corporation
- Salesforce, Inc
- Adobe, Inc.
- Yext
- Simpli.fi
Google LLC and Meta Platforms Inc. dominate the location-based advertising business due to their vast user bases and extensive reach across digital platforms. With detailed user data and advanced ad targeting tools, they offer precise and effective location-based advertising solutions, making them go-to choices for businesses seeking to target specific audiences, resulting in their dominance in this advertising landscape.
Location-Based Advertising Industry News
- In February 2023, Google Ads announced changes in location targeting, eliminating less impactful options to enhance the targeting experience for advertisers. This simplification is aimed at aligning and improving the intuitive process, offering a more straightforward & effective approach to reaching desired audiences through location-based settings.
This location-based advertising market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Billion) from 2018 to 2032, for the following segments
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Market, By Advertising Type
- Push
- Pull
Market, By Type, 2018 – 2032
- Geotargeting
- Geofencing
- Beaconing
- Mobile targeting
- Geo-conquesting
Market, By End User
- Retail & E-commerce
- Travel & hospitality
- Entertainment & media
- Healthcare
- Automotive & transportation
- Others
The above information is provided for the following regions and countries
- North America
- U.S.
- Canada
- Europe
- UK
- Germany
- France
- Italy
- Spain
- Russia
- Asia Pacific
- China
- India
- Japan
- South Korea
- Southeast Asia
- ANZ
- Latin America
- Brazil
- Mexico
- Argentina
- MEA
- UAE
- Saudi Arabia
- South Africa
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