Informe del Mercado de Publicidad Basada en Ubicación (LBA) por Tipo (Empuje, Tracción), Contenido (Texto, Multimedia), Aplicación (Tiendas Minoristas, Espacios Públicos, Aeropuertos y Otros), y Región 2024-2032

Report Format: PDF+Excel | Report ID: SR112025A17917

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Resumen del Mercado:

El tamaño del mercado mundial de la publicidad basada en la localización (LBA) alcanzó los 90,1 mil millones de dólares en 2023. De cara al futuro, el Grupo IMARC espera que el mercado alcance los 207.300 millones de dólares en 2032, con una tasa de crecimiento (CAGR) del 9,7% durante 2024-2032. El uso generalizado de teléfonos inteligentes y aplicaciones móviles, la creciente demanda de contenido específico de ubicación, el rápido crecimiento del comercio electrónico y el aumento del tráfico peatonal en tiendas físicas están estimulando el crecimiento del mercado.

Atributo del informe	Estadísticas clave
Año base	2023
Años de pronóstico	2024-2032
Años históricos	2018-2023
Tamaño del mercado en 2023	90.100 millones de USD
Previsión de mercado en 2032	207.300 millones de USD
Tasa de crecimiento del mercado 2024-2032	9,7%

La publicidad basada en ubicación (LBA) se refiere a una estrategia de marketing innovadora que aprovecha el targeting geográfico para entregar anuncios relevantes a los consumidores basados en su ubicación actual o pasadas. Utiliza el sistema de posicionamiento global (GPS) y geovallas para identificar y dirigirse a clientes potenciales dentro de un área específica. La LBA está disponible en varios tipos, incluyendo notificaciones push, mensajes de servicio de mensajes cortos (SMS), anuncios en aplicaciones y anuncios adaptados a redes sociales. Se utiliza ampliamente para ofertas minoristas, ofertas de restaurantes, promociones de eventos, actualizaciones de viajes en tiempo real, anuncios de servicios locales, experiencias de compras personalizadas, alertas de descuentos específicos de ubicación, publicidad contextual, marketing en juegos y campañas de redes sociales geo-objetivas. La LBA ayuda a aumentar el compromiso del cliente, mejorar la precisión del targeting, mejorar el retorno de inversión (ROI), personalizar las experiencias del cliente, ofrecer tasas de conversión más altas, crear conocimientos más profundos del cliente y proporcionar anuncios oportunos y relevantes. Además, es elogiada por su rentabilidad, escalabilidad, resultados medibles y adaptabilidad a los comportamientos cambiantes de los consumidores.

Mercado de la publicidad basada en la localización (LBA)

La adopción generalizada de teléfonos inteligentes y dispositivos móviles, creando una base de usuarios grande y constantemente conectada, es uno de los principales factores que impulsan el crecimiento del mercado. Además, los rápidos avances en tecnologías GPS y geovallas, mejorando la precisión del targeting de ubicación, están proporcionando un impulso al crecimiento del mercado. Además, la creciente utilización de análisis de grandes datos e inteligencia artificial (IA) en publicidad para la recopilación y análisis de grandes volúmenes de datos de consumidores está fomentando el crecimiento del mercado. En línea con esto, la integración de la realidad aumentada (AR) y la realidad virtual (VR) con LBA, creando experiencias publicitarias inmersivas e interactivas, está estimulando el crecimiento del mercado. Además, la introducción de la tecnología de comunicación de quinta generación (5G), que mejora la velocidad y fiabilidad del internet móvil, facilitando tiempos de carga más rápidos y experiencias de usuario más fluidas, está favoreciendo el crecimiento del mercado. Además de esto, la creciente conciencia sobre la privacidad de datos, ya que las empresas se enfocan en desarrollar soluciones publicitarias más seguras y conformes a la privacidad, está proporcionando un impulso al crecimiento del mercado. Además, la creciente demanda de contenido personalizado y contextualmente relevante entre los consumidores, impulsando la adopción de estrategias LBA por parte de las empresas para mejorar el compromiso y satisfacción del cliente, está catalizando el crecimiento del mercado.

Segmentación de la Industria de Publicidad Basada en Ubicación (LBA):

El Grupo IMARC proporciona un análisis de las tendencias clave en cada segmento del informe del mercado global de publicidad basada en ubicación (LBA), junto con pronósticos a nivel global, regional y de país para 2024-2032. Nuestro informe ha categorizado el mercado basado en tipo, contenido y aplicación.

Desglose por Tipo:

Empuje
Tracción

Desglose por Contenido:

Texto
Multimedia

Desglose por Aplicación:

Tiendas Minoristas
Espacios Públicos
Aeropuertos
Otros

Desglose por Región:

América del Norte
- Estados Unidos
- Canadá
Asia-Pacífico
- China
- Japón
- India
- Corea del Sur
- Australia
- Indonesia
- Otros
Europa
- Alemania
- Francia
- Reino Unido
- Italia
- España
- Rusia
- Otros
Latinoamérica
- Brasil
- México
- Otros
Oriente Medio y África

Panorama Competitivo:

El informe ha proporcionado un análisis completo del panorama competitivo en el mercado. También se han proporcionado perfiles detallados de todas las principales empresas. Algunos de los principales actores en el mercado incluyen:

Emodo Inc. (Telefonaktiebolaget LM Ericsson)
Foursquare Labs Inc.
Google LLC
GroundTruth
International Business Machines Corporation (IBM)
Near Pte. Ltd.
Scanbuy Inc.
Shopkick Inc. (Trax)
Telenity Incorporated
YOOSE Pte. Ltd.

Beneficios Clave para los Interesados:

El informe de la industria de IMARC ofrece un análisis cuantitativo completo de varios segmentos del mercado, tendencias del mercado históricas y actuales, pronósticos del mercado y dinámicas del mercado de publicidad basada en ubicación (LBA) de 2018-2032.
El informe de investigación proporciona la información más reciente sobre los impulsores del mercado, desafíos y oportunidades en el mercado global de publicidad basada en ubicación (LBA).
El estudio mapea los mercados regionales líderes, así como los de crecimiento más rápido. Además, permite a los interesados identificar los mercados clave a nivel de país dentro de cada región.
El análisis de las cinco fuerzas de Porter ayuda a los interesados a evaluar el impacto de los nuevos entrantes, la rivalidad competitiva, el poder de los proveedores, el poder de los compradores y la amenaza de sustitución. Ayuda a los interesados a analizar el nivel de competencia en la industria de publicidad basada en ubicación (LBA) y su atractivo.
El panorama competitivo permite a los interesados comprender su entorno competitivo y proporciona una visión de las posiciones actuales de los principales actores en el mercado.

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Mercado de publicidad basada en la ubicación (LBA)