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January 28, 2013 | | |
 | | | | | |  | | BII REPORT: How Location-Based Services Are Transforming The Mobile Industry  The possibilities for location-based services on mobile go beyond consumer-facing apps like FourSquare and Shopkick. With over 770 million GPS-enabled smartphones, location data has begun to permeate the entire mobile space. It's powering advertisements, and many other services — from weather to travel apps. In a new report from BI Intelligence on location-based data, we analyze the opportunities emerging from this new local-mobile paradigm, examine how location-enabled mobile ads have generated excitement, look at how location-based feature have boosted engagement for apps, explain how local data can connect hundreds of thousands of small and medium-sized businesses to the mobile economy, and demystify some of the underlying technologies and privacy issues. Access The Full Report And Data By Signing Up For A Free Trial Today » Here's an overview of a few ways location-based data is transforming the mobile ecosystem: - Location-enabled mobile ads: have generated excitement for their effectiveness and the impressive prices they command. The simple fact of a user being physically close to a business, within two miles or so, gives a significant lift to click-through rates on mobile banner ads. Many mobile ad trading platforms are reporting triple-digit increases in location-enabled impressions. However, it turns out some of the underlying location data is unreliable.
- Location-based features: have turned out to be great for boosting engagement on apps. Facebook, Google, Yelp, Instagram, Groupon, Twitter and dozens of other popular apps offer location-enabled features. These mobile properties, and many others, have moved beyond the "check-in" concept, which in any case never really caught on with users. They may still offer the ability to "check-in," but are also trying to be more imaginative with location-based notifications and location-aware services.
- Local data based search: can connect hundreds of thousands of small and medium-sized businesses to the mobile economy. Google highlights the "local mobile consumer," in its ad sales material, and touts statistics that show a third of mobile searches have local intent, and that 94% of smartphone users have searched for local information. In a Google survey, 76% of the respondents said they would like businesses' location or operating hours, and 61% said they would like to be able to "Click to call" the business.
In full, the report: - Analyzes the opportunities emerging from this new local-mobile paradigm
- Examines how location-enabled mobile ads have generated excitement
- Looks at how location-based feature have boosted engagement for apps
- Explains how local data can connect hundreds of thousands of small and medium-sized businesses to the mobile economy, via mobile search and other strategies
- Demystifies some of the underlying technologies and privacy issues.
To access BI Intelligence's full reports on The Big Potential Of Mobile And Local, sign up for a free trial subscription here. BI Intelligence » The Mobile Industry: In-Depth BI Intelligence, a new subscription research service from Business Insider, provides in-depth insight, data, and analysis of the mobile industry. We publish notes and in-depth reports about the business of the mobile industry as well as an exhaustive library of charts and data that will help you stay on top of the key trends in the mobile ecosystem. The service is designed to help you make smarter strategy decisions. What You Will Get Members get full access to exclusive content including research updates (via email, twitter, and the web), the chart and data library, and the online report archive. We welcome members' email questions and feedback. - Try it free for two weeks! You will not be charged until the end of your trial.
- Regular price: $499/year
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| | Recent Reports: | | | | | BII REPORT: How Automated Buying Could Save Mobile Advertising | |  | | Programmatic buying is to digital advertising what high-frequency trading is to Wall Street. It involves computerized, algorithm-driven trading that allows for quick buying of ad impressions according to pre-set parameters.
On the desktop, programmatic or automated buying of display ads has already made huge inroads. Its advocates say that it has led to a more transparent and efficient digital ad market. But it is in mobile where programmatic buying may make the most difference. - Explains what programmatic buying and real-time bidding (RTB) is, and how it works
- Analyzes how it may help solve the mobile advertising CPM problem
- Details its recent impact and successes
- Examines the potential obstacles to its widespread adoption
- Looks at how the holy grail of mobile advertising - controls and efficiencies - may be reached through its use
Read More » | | | | See Also: | | Recent Charts: | | |  | | BII REPORT: The Mobile Advertising Ecosystem Explained
Read » | |  | | BII REPORT: How Tablet Sales Have Exploded, And Where The Next Wave Of Growth Will Come From
Read » | | |  | | CHART OF THE DAY: Facebook Now Controls Nearly One-Fifth Of U.S. Mobile Display Ad Revenue
Read » | |  | | CHART OF THE DAY: Here's The Next Group Of U.S. Smartphone Buyers
Read » | | | | |  |  |  |  | | | Copyright © 2013 Business Insider, Inc. All rights reserved. | | | | | | |  |
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