The location-based advertising market is set to reach USD 212.288 billion in 2030, growing at a CAGR of 10.07% from a valuation of USD 81.309 billion in 2020.
Location-Based Advertising Market Highlights
Location-based advertising is a highly targeted marketing strategy that relies on leveraging a user's geographical position to deliver personalized and relevant advertisements. This innovative approach is facilitated by the integration of Global Positioning System (GPS) technology within mobile devices, enabling advertisers to precisely pinpoint a user's whereabouts. With this information at hand, advertisers can customize and dispatch advertisements that are specifically tailored to the user's current location. The location-based advertising market shows a quickly changing digital advertising segment, primarily influenced by the combined factors of mobile internet penetration, advanced location intelligence, and data-driven marketing strategies. The market is experiencing continuous expansion as companies in various sectors, such as retail, hospitality, transportation, real estate, and consumer services, are becoming increasingly inclined to use hyper-personalized advertising as a tool to foster customer engagement and increase conversion rates.
Location-based advertising solutions, such as geo-fencing, proximity marketing, and real-time mobile notifications, are allowing advertisers to reach consumers when they are most likely to decide, thus increasing campaign efficiency and return on advertising spend. The influence of the mentioned technologies in AI, ML, big data analytics, and 5G is quite significant as they facilitate accurate targeting of the audience, provide for real-time optimization, and make integration with omnichannel and programmatic advertising ecosystems smooth.
Location-Based Advertising Market Overview
| Report Metric | Details |
|---|---|
| Study Period | 2021 to 2031 |
| Historical Data | 2021 to 2024 |
| Base Year | 2025 |
| Forecast Period | 2026 – 2031 |
One of the main factors contributing to the location-based advertising (LBA) market’s growth is the rising use by companies of live local data to give customers highly personalized and context-aware marketing communications. The pervasive use of smartphones, GPS-enabled gadgets, mobile applications, and connected ecosystems has largely improved the accuracy and scale of location-based initiatives across retail, hospitality, transportation, entertainment, and financial services sectors.
Marketers are reallocating their budgets to Local Business Advertising (LBA) strategies because of the ways these solutions can foster customer relationships, bring in more customers to the stores, and, at the same time, give a measurable return on investment by means of targeted promotions, proximity alerts, and geo-fencing. Amazon Ads launched location-based interactive video ads (IVA) on Prime Video, thereby increasing its local advertising portfolio and offering brands fresh, extremely cost-effective methods of contacting local audiences with streaming campaigns that are relevant to the locality.
The location-based advertising market is subject to many regulations regarding data privacy and consumer protection. These regulations aim at a transparent and ethical use of location data. Among the main rules are the General Data Protection Regulation (GDPR), executed by the European Commission and the California Consumer Privacy Act (CCPA), and regulated by the California Attorney General. The GDPR requires users to give explicit consent and that strict data handling practices are observed in the case of location tracking. The CCPA gives consumers permission to know how collection and use of their personal and geolocation data are carried out.
One of the main factors explaining the increase in the location-based advertising market is the worldwide internet user base that keeps growing. As the number of people connected to the internet increases, location-aware, digitally targeted campaigns become increasingly effective, allowing them to reach more people directly. According to ITU, by 2025, approximately 6 billion people, corresponding to 74 per cent of the global population, will be internet users. This indicates significant growth compared to 60 per cent in 2020, and it is estimated that 1.3 billion people have come online during that period.
Among the location-based advertising market, major contributors such as the Cidewalk Technologies Inc., Enradius, Emodo (Placecast), Facebook (Meta Platforms Inc.), Foursquare, Google LLC, GroundTruth, IBM Corporation, Telenity, Yelp Inc., and Cuebiq Group LLC offer customer base data-driven location intelligence, audience targeting, and mobile engagement solutions that facilitate corporates in creating personalized and context-aware campaigns across digital platforms.
Location-Based Advertising Market Drivers:
The growth industries, particularly in consumer retail sales and engagement have significantly driven the expansion of location-based advertising solutions. These tools are becoming essential for businesses to achieve measurable outcomes. The retail and food services sales in the United States for September 2025 were $733.3 billion, slightly increasing by 0.2 percent (±0.4 percent) compared to the previous month, and by 4.3 percent (±0.5 percent) compared to September 2024.
These on-demand services, such as food delivery, ride-hailing, e-commerce, and logistics platforms, require accurate location data to link users with the closest providers, reduce delivery times, optimize routes, and generally enhance service efficiency. In addition, the global use of smartphones, mobile applications, and high-speed internet is greatly enhancing the impact of location-based campaigns as they allow for real-time targeting and instant personalization.
Products offered by key companies:
Location-Based Advertising Market Segmentation Analysis
By Advertising Type: Push Advertising
The Location-Based Advertising Market by Advertising Type is segmented into Push Advertising and Pull Advertising. Push advertising is a critical market in the Location-Based Advertising sector. It ensures timely and location-specific communication with users via mobile applications & websites through proximity-based technology. GPS/GPS technology, Geofencing, Wi-Fi, and Bluetooth Beacons allow a brand to alert a user as soon as they enter or exit a designated area. Therefore, push advertising is well-positioned to drive instant actions (Store visits, Event attendance, Time-limited offers).
Push Notifications impact consumers’ decision-making at the point of intent, as demonstrated by Retail, Quick Service Restaurants, Travel, and Urban Mobility Providers. These service providers are leading the charge in Push Notifications being used to influence consumers’ decision-making at the Point of Intent Stage, compared to earlier in the Customer Journey.
As regulatory scrutiny has increased regarding the use of location-based data, advertisers will now have stricter consent requirements and greater platform-based Privacy Controls. This has made it necessary for all advertisers to communicate with consumers on a Permissioned basis and has limited the use of Indiscriminate Messaging. Thus, advertising performance in this segment is increasingly reliant on Timing, Contextual Relevance, and Frequency Control instead of simply volume of pushes.
Although some limitations will still exist in the Push Advertising segment, it will continue to outperform other Digital Formats as an Offline Conversion Tracking Device due to its ability to accurately connect digital messaging with physical behaviour. The Push Advertising Segment will continue as a significant portion of growth in the Location-Based Advertising Market.
In 2023, mobile cellular subscription density reached 112 per 100 people in the United States and 123 per 100 people in the United Kingdom, indicating widespread access to mobile devices across both markets. High mobile penetration strengthens location-based advertising by expanding the reachable user base for real-time push notifications. In the healthcare sector, this connectivity enables the timely delivery of appointment reminders, preventive care alerts, pharmacy notifications, and nearby health service information. Push advertising benefits in particular because health-related messages are often time- and location-sensitive. Strong mobile adoption improves engagement rates, supports continuity of care, and allows healthcare providers and public health bodies to communicate efficiently at the point of need.
Location-Based Advertising Market Geographical Outlook
North America: the US
The United States location-based advertising market is being driven primarily by the high penetration of smartphones and always-on mobile connectivity, which enables real-time user location tracking with increasing precision. With more than 85% of the U.S. population using smartphones, advertisers can deliver tailored messaging based on geolocation, movement patterns, and proximity to retail and service points. This mobile ubiquity allows brands to shift from generic outreach to hyperlocal personalization, improving engagement rates and optimizing ad spend compared to traditional digital advertising formats.
Furthermore, the country’s rapidly growing urban population and expanding technological transition have positively impacted the demand for smartphones, which is further estimated to bolster the overall market expansion. According to the “The Mobile Economy North America 2024” research study issued by GSMA Intelligence, smartphone penetration in the United States is expected to grow from 85% in 2023 to 89% by 2030, and subscriber penetration is also projected to show positive growth.
Another key driver is the rapid advancement and integration of artificial intelligence, geospatial analytics, and real-time data processing. Modern location-based advertising platforms rely on GPS, WiFi triangulation, beacon technology, and geofencing to detect consumers’ presence and behavior within specific zones such as malls, restaurants, airports, stadiums, or competitor retail locations. Artificial intelligence enhances this by predicting intent, segmenting audiences based on mobility data, and automating contextual ad delivery. This technological ecosystem has encouraged U.S. retailers, quick service restaurant chains, automotive companies, travel platforms, and entertainment providers to adopt location-based targeting for higher conversion and clearer attribution.
The market is also propelled by the expansion of omnichannel marketing strategies and growing demand for measurable, ROI focused campaigns. U.S. advertisers increasingly integrate location signals with customer loyalty apps, digital payments data, and in-store analytics to connect online and offline consumer journeys. Location-based ads help quantify foot traffic uplift, measure store visitation, and tie mobile ad exposure to real-world purchases, a capability highly valued in a competitive retail environment. Privacy regulations such as the California Consumer Privacy Act, while imposing constraints, have also encouraged the adoption of consent-based and privacy-safe location solutions, strengthening consumer trust and supporting sustained market growth.
Location-Based Advertising Market Developments:
Segments