Geolocation Advertising - An Early and Fragmented market

Hope everyone had a great weekend! 
My first blog was a great turnout!  A big thank you to you all.
Based on popular request, I am going to focus on location-based advertising, sourced from eMarketer.


Geolocation 101
Geolocation today is all about the growing intersection between mobile, social and local. But increasingly it will become an important targeting mechanism across all media platforms and at every stage of the purchase funnel. The key reason: Location information provides insight into both place and context, including details about frame of mind and purchase intent. It thus enables marketers to deliver a compelling message, offer or reward when consumers are at or near their point of decision.


Geolocation Advertising Market Size and Projection
ABI Research predicted just $43 million in location-based advertising worldwide in 2010, yet spending will accelerate to reach $1.8 billion in 2015. 


Two Dominant Players and other Mobile Geoloaction Apps
1. Facebook Check-in, Places and Deals
2. Google localized searches; increasingly specific product information and Google map for locally targeted display ads; Google +1 (similar to Facebook's Like)

Marketing Spend Around Geolocation Examples

• Starbucks partnered with foursquare to reward loyal customers who checked in frequently with discounts and non-monetary, special-offer incentives.
• H&M worked with mobile social gaming platform MyTown to drive awareness of its products and engagement with the company’s “The Blues” promotion centered on the retailer’s blue-colored items.
• Chili’s and TGI Friday’s launched location-based ad campaigns designed to entice customers into their stores.
• ESPN launched city-specific local apps for Boston, Chicago, Dallas, Los Angeles and New York, and its Passport app for checking into specific sporting events.
• Express launched a branded shopping app for iOS and Android devices in fall 2010 to direct relevant offers (known as “Proximity Perks”) to shoppers based on their location. It incorporates social commerce features, such as product reviews and barcode scanning to enhance the in-store experience

User Behavior: How US Internet Users Use Geolocation Mobile Apps

Thoughts?  What would you like to read next?