The ability to geo-target advertising messages to mobile consumers continues to advance, especially as check-in services like Foursquare, Loopt, and Gowalla gain momentum and build small but influential audiences. Loopt has more than four million registered users, Foursquare more than two million, and with Facebook entering the picture, the location-based advertising (LBA) market is poised to take a leap forward.
This study examines the current dynamics of the mobile location-based advertising market: drivers, inhibitors, key players and forecasts. It also profiles consumers' opinions with regard to location and how they view location-based offers. Included are case studies of leading brands that have deployed location-based campaigns, such as McDonald's, Pepsi, and H&M. Also, a step-by-step guide is offered to marketers looking for an effective strategy for incorporating location into future mobile advertising campaigns.