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Research Briefings

The promise of hyperlocal: opportunities for publishers and developers

Summary:

Hyperlocal mobile advertising is at a critical juncture: Leading analysts predict that mobile ad spending will increase by more than five times between 2011 and 2015. As smartphone ownership skyrockets and flash sales and local offers prove the importance of proximity, it’s clear that this is the era of hyper local mobile. But what are the other forces at play, and how effective are hyper local mobile ads? This report provides a detailed discussion of those issues, as well as summarizes key criteria to consider in evaluating local mobile ad networks for mobile publishers and developers to achieve the best results.

  1. Table of contents
  2. Executive summary
  3. Introduction
  4. Why HyLoMo advertising is taking off
    1. Smartphone ownership and use growing at a remarkable rate
    2. Smartphones that can be located — anywhere
    3. Audience profile + location = precise ad targeting
    4. Ads amplified by SoLoMo (social-location-mobile)
    5. Proximity matters
    6. Local ad networks expanding the supply of HyLoMo ads
  5. How effective are HyLoMo ads?
  6. The outlook for HyLoMo advertising: 2012–2016
  7. Evaluating local mobile ad networks: key criteria
  8. Encouraging users to disclose their location
  9. Conclusion
  10. Appendix A: local mobile ad networks
  11. About Dr. Phil Hendrix
  12. About GigaOM Pro
  13. About AT&T Interactive
  14. Further reading