Mobile Proximity and Location Based Advertising within Reach

  • October 2010
  • -
  • Mind Commerce Publishing


Mobile location advertising has been discussed and executed for more than a decade - since the heady days of the ecommerce boom. Companies engaged in the discourse then included: E*Trade, Gap, Exxon, NTT DoCoMo, Dentsu, Active Sky, SmartRotuaari, and many more. Japan, Korea, Finland, and Belgium took the lead in commercial deployment, while United States advanced in incremental pilot testing. The distinction between proximity services and location services reside in the applied use. The services encompass a wide variety of retail industries including fashion, travel, banking, food and beverage, and services such as cobblers, dry cleaners, and auto.

This report presents location and proximity services that are successful and the companies behind the solutions.

In the report we target Tier 1 providers:

1. Mobile Ad Exchanges and Networks
2. Mobile Platform Developers
3. Mobile Content Providers
4. Mobile Ad Campaigns and Creators


Companies are presented so that the audience may gain insight into the operational and financial levers of management. Activities that catapulted each company forward are highlighted in context of their business model.

Seasoned thought-leaders from within the executive teams of each company provide their expertise to detail a vivid picture of what it takes to succeed today and what technologies will provide unique value to the industry in 2012.

Companies Researched

• Acuity
• Acxiom
• Gloto
• iAD/Quattro
• Layar
• Mobile Dreams Factory
• mOcean
• Ogilvy 360 Digital Insight
• Peer39
• Placecast
• V-Enable/ AdXchange


• Mobile network service providers and wireless carriers
• Location determination and presence detection vendors
• Mobile marketing and advertising companies, brands, and media companies
• Value-added service application developers including location-based and location-enabled
• Cellular positioning (A-GPS and U-TDOA), RFID, and Bluetooth product and service suppliers

Table Of Contents

Table of Contents:

Overview 1
Methodology 6
Industry Map of Companies Researched 6
Layar 8
Ogilvy Digital Influence 11
Placecast 14
Mobile Dreams Factory 17
Gloto 19
Peer 39 23
Acxiom 27
Mobile Local Advertising Platform Providers 29
Mobile Local Advertising Networks and Exchanges 31
Industry Advertising Goals 32
Acuity 35
Apple iAD/Quattro 40
mOcean 42
JumpTap 44
Summary and What's Next 46

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