The global location-based advertising market size was valued at USD 128.12 billion in 2024 and is projected to grow at a CAGR of 15.0% from 2025 to 2030. The growing use of multiple devices, including smartphones, connected devices, and others, significant innovations and developments in geospatial technology, increased utilization of personalized marketing techniques by retailers, and rising use of geographical data by companies and businesses to deliver content and promotions are some of the key growth driving factors for this market.
Unprecedented growth in smartphone use has profoundly transformed multiple dynamics of the business world, including how customers consume information, how businesses interact with customers, how premium-quality content is delivered, and more. Smartphones are one of the most used channels to access location-based data, enabling brands and companies to distribute advertising content while analyzing and monitoring the real-time process. The growing penetration of high-speed internet, the 5G roll, and the increasing dependability of individuals on smartphones facilitate the growth of this market.
Component Insights
Based on components, the geotargeting segment dominated the global market with a revenue share of 35.7 % in 2024. This technique primarily delivers different content packages to multiple consumers based on location. Brands mainly utilize it for purposes such as enhancing brand visibility, increasing online traffic, improving customer engagement, minimizing wasted clicks and engagement, generating relevant customer interactions, and more. Increasing competition in the retail industry, liberalization of markets driven by technology advancements and accessibility, and growing inclination towards online shopping are some of the key growth driving factors for using Geotargeting.
Promotion Insights
Banner display/pop-up promotions held the largest revenue share of the global market in 2024. Based on the location of users and potential consumers for the brand, product, or service offerings, advertisers deliver banners or pop-up promotions displayed on smartphone screens or through other devices to entice, fascinate, or draw attraction of users. Advertisers extensively use this technology to redirect traffic to particular online destinations, such as online shopping platforms, company websites, online stores of brands, app download links, and more. Retailers, hospitality industry participants, delivery businesses, online shopping platforms, BFSI sector companies, media & entertainment enterprises, and technology organizations increasingly use this approach for effective marketing,
Application Insights
The public spaces application segment dominated the global market for location-based advertising in 2024 owing to increasing demand for delivering hyper-localized content by industries such as travel and tourism, hospitality, food & beverages, retail, entertainment, and government. To ensure higher impressions and engagement, to develop enhanced customer loyalty, and to deliver contextual content through the device's location-based advertising extensively used for public spaces.
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Verticals Insights
Based on verticals, the retail sector dominated the global market with the largest revenue share in 2024. The increasing digital footprint of retail businesses, growing inclination of consumers to utilize online shopping platforms, rising penetration of the e-commerce industry, global expansion of multiple brands leading to a rise in competition and market fragmentation, ease of use, and availability of effective location-based advertising solutions are adding to the growth opportunities of this segment. While leveraging location-based data characterized by actionable consumer behavior and preferences insights, retail businesses deliver information about promotions, offers, discounts, upcoming products, new launches, portfolio additions, product descriptions, portfolio enhancements, and more.
Advertisement Insights
Based on advertisements, the push advertising segment dominated the global market for location-based advertising. Push advertising is one of the most effective techniques to generate information and engagement, as it is designed to get users almost every time it is deployed. Primarily, content precisely developed to convey promotional offers, discounts, timely transaction benefits, value-added service offering characteristics, portfolio additions, availability of highly demanded items, and more are delivered through push advertising. This often includes problem-solving solutions with quick availability and large-scale applications. Increasing use of smartphones, rising accessibility and availability of high-speed broadband connection, growing screen times, and increasing utilization by prominent brands in retail, media & entertainment, healthcare, e-commerce, and other industries are generating an upsurge of this segment.
Regional Insights
North America location-based advertising market dominated the global market with a revenue share of 30.7% in 2024 owing to a robust IT & telecom industry, increasing ubiquity of smartphones and other devices technology, growing availability of high-speed internet, and early adoption of technology trends in the region. North America is home to multiple prominent businesses from industries such as retail, e-commerce, media & entertainment, healthcare, and others that have been focusing on the delivery of personalized and customized advertising content to the different user based on their changing locations, preferences, and purchasing patterns identified from real-time analysis of available data.
Key Location-based Advertising Companies:
The following are the leading companies in the location-based advertising market. These companies collectively hold the largest market share and dictate industry trends.
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