Mobile Proximity and Location Based Advertising within Reach

By Admin

Published by Mind Commerce: October 2010 Author: Tina Whitfield 46 Pages

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Single user: $995

Company license: $2,495


Mobile location advertising has been discussed and executed for more than
a decade since the hey day of the ecommerce boom. Companies engaged in
the discourse then included E*Trade, Gap, Exxon, NTT DoCoMo, Dentsu, Active
Sky, SmartRotuaari, and many, many more. Japan, Korea, Finland, and Belgium
took the lead in commer-cial deployment, while United States advanced in
incremental pilot testing.

Today’s leaders recognize their predecessors, where they faltered and how they succeeded. However, this report will not delve into the past. We look at today and talk to top executives building their plans for 2012 and beyond.

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

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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Sanjay Chatterjee is an expert in ZigBee and Active RFID systems. He has
developed Tracking solutions, Message Communication systems, Sensor Networks
for environment sensing using ZigBee. He has successfully developed a rapidly
deployable, self configurable, self healing Tracking System with Active
RFID along with the GUI, and a handheld based active RFID reader/writer
using the ZigBee protocol and transceiver.

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