GVR Report cover Location-based Advertising Market Size, Share & Trends Report

Location-based Advertising Market Size, Share & Trends Analysis Report By Component (Geofencing, Geotargeting), By Advertisement Type, By Promotion Type, By Application, By Industrial Vertical, And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-4-68038-879-4
  • Number of Pages: 150
  • Format: Electronic (PDF)
  • Historical Range: 2018 - 2021
  • Industry: Technology

Location-based Advertising Market Size & Trends

The global location-based advertising market size was estimated at USD 96.39 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 15.1% from 2023 to 2030. The market is leveraging geographical data to deliver tailored content and offers to consumers. It has witnessed exponential growth due to several key factors including the widespread adoption of mobile devices, advancements in geospatial technology, and the increasing demand for personalized marketing experiences. The ubiquity of smartphones has fundamentally changed how consumers interact with information and brands. The potential reach of advertising is extensive, as mobile devices serve as a primary conduit for accessing location data, enabling advertisers to deliver contextually relevant messages in real-time. The continuous evolution of technology has been a major driving force behind the growth of the market.

U.S. Location-based Advertising Market size and growth rate, 2023 - 2030

Global Positioning System (GPS), Near Field Communication (NFC), and beacon technology have become more precise and accessible, enabling advertisers to pinpoint a user’s location with remarkable accuracy. This precision is crucial for delivering timely and relevant advertisements. Location-based services generate a wealth of data regarding consumer behavior and preferences, by leveraging analytics and Artificial Intelligence (AI), advertisers gain valuable insights into consumer behavior and preferences. These insights enable them to refine their targeting strategies, optimize campaign performance, and make informed marketing decisions. The market is witnessing exponential growth, driven by the increasing demand for personalized consumer experiences.

As consumers become more tech-savvy and connected, their expectations for personalization in advertising have evolved significantly. This evolution stems from a desire for relevant, contextually-aware interactions that add value to their lives. In this dynamic landscape, understanding and meeting consumer expectations for personalization is pivotal for brands seeking to maximize the impact of their advertising efforts. Consumers expect advertisements to be tailored to their unique preferences, interests, and behaviors. They appreciate it when brands take the time to understand their individual needs. For instance, an e-commerce platform that recommends products based on a user’s browsing and purchase history demonstrates a commitment to providing a tailored experience.

Component Insights

The geofencing segment dominated the global market with a revenue share of more than 37.0% in 2022. Geofencing involves the use of GPS, RFID, Wi-Fi, or cellular data to establish virtual boundaries around physical locations. This enables businesses to deliver highly targeted contextually relevant messages to consumers within these defined perimeters. The growth of geofencing components within the market has been remarkable and is poised to continue its upward trajectory. The primary factor driving the growth of the segment is the continuous advancement of technology.

The rapid development of GPS accuracy, coupled with the integration of Wi-Fi and cellular data, has allowed for increasingly precise geofencing capabilities. This improved accuracy enables businesses to create smaller, more defined virtual perimeters, enhancing the relevance of their advertising efforts. For instance, combining geofencing with beacon technology allows for hyper-localized interactions within a geofenced area. This can enable detailed indoor navigation, proximity-based notifications, and interactive experiences in environments like retail stores or museums.

Promotion Type Insights

The search result promotion segment accounted for the second-largest revenue share of more than 22.0% in 2022. The proliferation of smartphones equipped with GPS technology has been instrumental in the expansion of the market. This technology allows businesses to target consumers based on their precise geographic location, enabling them to deliver highly relevant and timely content. As smartphones become ubiquitous, the potential reach of location-based advertising continues to grow.

Geofencing technology allows businesses to set up virtual perimeters around physical locations; when a user enters this designated area, they can receive notifications, offers, or promotions relevant to that location. This approach, known as proximity marketing, has gained popularity across various industries, including retail, hospitality, and events. Search result promotion in advertising ensures that users receive content that is contextually relevant to their immediate needs and interests. For example, a user searching for nearby coffee shops is likelier to engage with search results that provide information about nearby cafes rather than generic listings.

Advertisement Type Insights

The push advertising segment dominated the global market with a revenue share of more than 55.0% in 2022. The key enabler of the push advertising market is the widespread adoption of GPS technology. This has allowed for precise tracking of a user’s location in real-time, paving the way for highly accurate and timely push notifications. Coupled with geofencing, which creates virtual boundaries around physical locations, advertisers can send notifications when a user enters or exits a specific area. This combination of technologies enhances the relevance and effectiveness of push advertising campaigns.

The proliferation of data analytics tools has played a pivotal role in the growth of push advertising, with the ability to process vast amounts of data in real-time, advertisers can now process vast amounts of data in real-time, allowing them to segment their target audience based on parameters such as location, demographics, and behavior. This granular level of targeting ensures that push notifications are delivered to users who are most likely to find them relevant, thereby increasing the chances of engagement and conversion.

Industry Vertical Insights

The retail segment dominated the global market in 2022 with a revenue share of more than 21.0%. The primary factor driving the retail industry's growth in the market is the proliferation of smartphones and other mobile devices equipped with GPS capabilities. This technological advancement has empowered marketers to target consumers based on their real-time location data precisely.

Retailers can send tailored messages or offers to potential customers when they are near a physical store, enticing them to visit and make a purchase. This level of precision in advertising was previously unimaginable and has revolutionized how retailers interact with their target audience.

Application Insights

The public spaces segment dominated the global market in 2022 with a revenue share of more than 33.0%. Public space applications have found their footing in various domains, including travel and tourism, retail, entertainment, and social networking. They excel at providing hyper-localized content and services, enhancing user engagement, by delivering relevant and timely information. Businesses can establish a deeper connection with their audience, leading to higher conversion rates and customer loyalty. They generate a wealth of data regarding user behavior, preference, and movement patterns.

Global Location-based Advertising Market share and size, 2022

This data is invaluable for businesses seeking to understand their target audience and refine their advertising strategies. In addition, it enables advertisers to measure the effectiveness of their campaigns with unprecedented granularity. The integration of Augmented Reality (AR) and Virtual Reality (VR) technologies into public space applications has opened new dimensions for location-based advertising. Brands can now create immersive experiences that blend seamlessly with the physical world, allowing for interactive and memorable encounters with consumers.

Regional Insights

North America led the global market in 2022 and accounted for the largest share of over 34.0% of the overall revenue, with the U.S. at the forefront. The key driver of the regional market growth includes the widespread adoption of smartphones. With the high penetration rate of mobile devices, consumers have become increasingly connected and reliant on their phones for various activities, including shopping, socializing, and accessing information.

Location-based Advertising Market Trends, by Region, 2023 - 2030

This has created fertile ground for location-based advertising as it allows businesses to reach consumers at the right place and time. Moreover, the availability of robust and accurate geospatial data has played a pivotal role in fueling the region's growth. The region boasts a well-developed digital infrastructure comprising GPS technology, Wi-Fi networks, and advanced mapping services. This enables advertisers to precisely target consumers based on their real-time location, allowing for highly relevant and contextually rich advertising experiences.

Key Companies & Market Share Insights

Owing to the existence of several stakeholders in the location-based advertising supply chain, key strategies include collaborations among navigation platform providers and network operators, provision of a wide range of location-based services, expansion capabilities, mergers & and acquisitions, and partnerships & and agreements, among others. Companies, such as Locately, Vistar Media, and Skyhook, are budding startups in the field of location-based services that are likely to pose promising competition to the existing competitors.

In August 2023, Google Inc. launched vehicle ads, a new ad format on a search that allows auto advertisers to promote their vehicle inventory to customers shopping for vehicles on Google. In February 2023, Cidewalk Technologies Inc. launched BannerAI an OpenAI-powered free digital billboard ad creative service, to complement its new flagship RTB-enabled programmatic billboard advertising platform. Some of the prominent players in the global location-based advertising market include:

  • Cidewalk Technologies Inc.

  • Enradius

  • Emodo (Placecast)

  • Facebook (Meta Platforms Inc.)

  • Foursquare

  • Google LLC

  • GroundTruth

  • IBM Corporation

  • Near Intelligence Inc.

  • PlaceIQ

  • Telenity

  • Yelp Inc.

  • Cuebiq Group LLC

Location-based Advertising Market Report Scope


Report Attribute


Market size value in 2023

USD 111.16 billion

Revenue forecast in 2030

USD 296.82 billion

Growth rate

CAGR of 15.1% from 2023 to 2030

Base year for estimation


Historical data

2018 - 2021

Forecast period

2023 - 2030

Report updated

October 2023

Quantitative units

Revenue in USD billion and CAGR from 2023 to 2030

Report coverage

Revenue forecast, company ranking, consumer behavior analysis, leading regional games, competitive landscape, growth factors, and trends

Segments covered

Component, promotion type, advertisement type, application, industry vertical, region

Regional scope

North America; Europe; Asia Pacific; Latin America; MEA

Country scope

U.S.; Canada; Germany; UK; France; Italy; Spain; China; Japan; India; South Korea; Brazil; Mexico; UAE; Saudi Arabia; South Africa

Key companies profiled

Cidewalk Technologies Inc.; Enradius; Emodo (Placecast); Facebook (Meta Platforms Inc.); Foursquare; Google LLC; GroundTruth; IBM Corp.; Near Intelligence Inc.; PlaceIQ; Telenity; Yelp Inc.; Cuebiq Group LLC

Customization scope

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Global Location-based Advertising Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the location-based advertising market report based on component, promotion type, advertisement type, application, industry vertical, and region:

  • Component Outlook (Revenue, USD Billion, 2018 - 2030)

    • Geofencing

    • Geotargeting

    • Beacon Advertising

    • Geoconquesting

  • Promotion Type Outlook (Revenue, USD Billion, 2018 - 2030)

    • Banner Display/Pop-ups Promotion

    • Video Promotion

    • Search Result Promotion

    • E-mail and Messages

    • Social Media Content Promotion

    • Voice Calling Promotion

  • Advertisement Type Outlook (Revenue, USD Billion, 2018 - 2030)

    • Push Advertising

    • Pull Advertising

  • Application Outlook (Revenue, USD Billion, 2018 - 2030)

    • Retail Outlets

    • Public Spaces

    • Airports

    • Others

  • Industry Vertical Outlook (Revenue, USD Billion, 2018 - 2030)

    • Retail

    • Hospitality

    • Healthcare

    • BFSI

    • Education

    • Technology & Media

    • Transportation & Logistics

    • Automotive

    • Multimedia & Entertainment

    • Others

  • Regional Outlook (Revenue, USD Billion, 2018 - 2030)

    • North America

      • U.S.

      • Canada

    • Europe

      • Germany

      • UK

      • France

      • Italy

      • Spain

    • Asia Pacific

      • China

      • Japan

      • India

      • South Korea

    • Latin America

      • Brazil 

      • Mexico

    • Middle East and Africa

      • UAE

      • Saudi Arabia

      • South Africa

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