LBA

3.1 Location-based advertising - forecasted (2018-2023) market size (USD Bn), and key observations

More intrusive programs that drive location-based advertising to people's mobiles usually require users to agree and some companies offer rewards in loyalty schemes in exchange.

Operators are able to provide indoor and outdoor Location-Based Advertising to 100% of their subscribers, regardless of the device they own, without increasing handset's battery consumption or relying on the activation of GPS.

With free tools available over the Web and on mobile devices, Waze generates revenue via location-based advertising. Waze was started in Israel and later moved its headquarters and some operations to the US.

Another space to watch is ad tech, with location-based advertising, whether via mo- bile ad platforms or othermeans, an increasingly rele- vant proposition for brands looking to target consumers on the move.

Also, while commercial annotative locative media currently are primarily associated with location-based advertising, this is not currently their only use.

Location-based advertising is often seen as a massive opportunity the mobile industry, but so far worries over privacy have hampered its growth.

If many owners of Wi-Fi access points decided to opt out of Google's database, it could make it harder for users of Android phones to get a fix on their locations and thus limit Google's ability to sell location-based advertising, according to The T/rues.

He said that advertisers are also keen on exploring opportunities with location-based advertising (LBA) making marketing messages hyper-relevant both in time and place.

BT claims that Google Maps, Google Music, Google Search, Android Market, location-based advertising and the Google+ social network all infringe its intellectual property, The Telegraph reports.