xAd’s 2015 Global Location Snapshot provides a look into the major trends and perceptions impacting location-based mobile advertising around the world and across North America, Western Europe, Asia Pacific and Latin America regions.

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July 2015
xAd’s 2015 Global
Location Snapshot

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To understand the global state of location-based mobile advertising, xAd surveyed 574
Ad Agency Representatives and Marketing Decision Makers at consumer-facing brands
across the world to understand current media spend, use of location-technology, and plans
for the coming years.
Respondents for the online survey spanned 11 countries in four key regions:
North America, Western Europe, Asia Pacific, and Latin America.
Results of the study can be used to understand major trends and perceptions around
location-based advertising worldwide.
North America
(n=141)
Western Europe
(n=142)
Asia Pacific
(n=145)
Latin America
(n=146)
Agency Representatives (n=172)
Marketing Decision Makers (n=402)
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2015 Global Location Snapshot

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Mobile is a priority for marketers
around the globe
More than half of both ad agency leaders and
marketing decision maker’s view mobile marketing as
a significant priority.
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2015 Global Location Snapshot
Globally, marketers are optimistic about the growth of mobile in both continued adoption among
consumers and increased spend from advertisers. xAd’s Global Location Snapshot provides a
look into the major trends impacting location-based mobile advertising around the world.
Measurement is perceived as mobile’s
limiting factor
3 in 10 marketers worldwide said the inability to
measure success was their top concern with mobile
location advertising.
Marketers are using the places people
visit to reach the right people
Of the 80% of marketers using location targeting, the
top strategy is audience targeting, reaching a specific
group of people based on their visitation behavior.
Retail dominates globally, additional
category popularity varies by region
Across all four regions, retail is one of the top three
industries for location-based targeting, which drives
significant results in store visits and sales.

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19%
38%
24%
19%
27%
42%
16% 16%
Mobile advertising is a top
priority
Mobile advertising is a
significant aspect
Mobile advertising is a small,
complementary aspect
Mobile advertising is not an
aspect at all
Marketing Decision Maker
Agency
Mobile is a global priority for marketers
1 in 5 consumer-facing brands and 1 in 4 ad agencies worldwide report that mobile advertising
is a TOP priority for their business
Question Used: Q6. Which statement best describes the role of mobile advertising in your/client’s overall marketing plan?
Brand (n=402), Agency (n=172)
Mobile Advertising as a Priority
4

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32%
33%
They are active and engaged with
mobile advertising
They are unaccustomed to mobile
advertising but could be receptive to it
Consumers are open and receptive towards mobile ads
Globally, two thirds of marketers believe their consumers are either currently engaged with mobile or
will be in the future
Question Used: Q25. Which of the following statements do you feel best describes your customer base or that
of your clients?
Brand and Agency Marketers (n=574)
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Question Used: Q16. In what ways do you use location-targeting as part of your / your clients use location-targeting
as part of their mobile advertising campaigns?
Brand (n=402), Agency (n=172)
46%
37%
31%
50%
43%
30%
To target a specific
audience
To target consumers
around businesses
or points of interest
To send location-
relevant messages
Marketing
Decision Maker
AgencyYes
78%
Use Location for Mobile Ad Campaigns Ways Location is Used
Nearly 80% of marketers are using location targeting
Audience targeting is the most common use of location, indicating marketers are aiming to reach consumers
not only where they are in the moment, but also based on their behaviors and interests
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Lack of attribution holds location spend back
3 in 10 marketers worldwide said the inability to measure success was their top concern with
mobile location advertising
30%
21% 21%
18%
10%
29%
19%
23%
18%
11%
Ability to measure success Education around use cases
and benefits of location
Campaign performance Data accuracy Available location-verified
inventory
Marketing Decision Maker
Agency
Reasons Brands Not Spending on Mobile Location Advertising
Question Used: Q21. In your opinion, what is the biggest factor holding back brands from spending on mobile
location advertising?
Brand (n=402), Agency (n=172)
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Mobile and location-based spend will continue to grow
All regions expect ad spend to increase over the next year with the most growth coming from
APAC and LatAm
30% 31%
29%
38%
13%
22%
11%
18%
North America Asia Pacific Western Europe Latin America
Increase by Less
than 50%
Increase by More
than 50%
Expected Change to Mobile Ad Spend
Question Used: Q10. How do you expect your mobile advertising budgets to change during the next two years?
US (n=40), EMEA (n=110), APAC (n=95), LatAm (n=107)
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North America
North America is currently the global leader
in mobile advertising, with marketers
spending nearly $30B in 2015.1 With a
relatively developed industry and educated
consumers, privacy concerns are top of mind,
and location targeting is leveraged heavily.
Western Europe
Western Europe is already the second largest
market for smartphone use2 making it a
prime region for local, mobile ad growth.
Marketers in this region share North
America’s concern with privacy, and are
poised to continue to adopt location based
advertising at a steady rate.
Asia Pacific
APAC is set to overshadow all other region’s
mobile ad spend. By 2019 economists project
APAC will spend 13% more than North
America.3 APAC leads in device innovation
and is made up of primarily developing
markets where marketers are using mobile to
reach new consumers.
Latin America
For many LATAM consumers, mobile is
the only internet touch point they own.2
Marketers worry that local attention spans
might not hold for mobile ads. However, they
show confidence in interactive ads to stand
above the mundane.
1. eMarketer March 2015
2. eMarketer “Worldwide Internet and Mobile Users Q1 2015 Complete Forecast” May 2015
3. eMarketer, March 2015

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$29.9
$23.7
$12.1
$1.4
North America Asia Pacific Western Europe Latin America
2015 Mobile Ad Spending by Region (billions)
Source: eMarketer, March 2015
2015 Mobile Ad Spend by Region
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Top Challenges with Mobile Advertising
Question Used: Q23. In your view, what are the biggest challenges for mobile advertising?
US (n=79), EMEA (n=142), APAC (n=145), LatAm (n=146)
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North America
Privacy Concerns (24%)
Consumers Ignoring Mobile Ads (20%)
Lack of Standardized Metrics (14%)
Western Europe
Privacy Concerns (22%)
Consumers Ignoring Mobile Ads (19%)
Lack of Standardized Metrics (11%)
Latin America
Consumers Ignoring Ads (21%)
Privacy Concerns (17%)
Lack of Agency Expertise (16%)
Asia Pacific
Privacy Concerns (19%)
Consumers Ignoring Mobile Ads (18%)
Lack of Mass Market (14%)

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Biggest Recent Developments with Mobile Advertising
Question Used: Q24. In your view, what are the biggest developments in mobile advertising?
US (n=79), EMEA (n=142), APAC (n=145), LatAm (n=146)
12
North America
Accurate Location Targeting (22%)
User-Created Content (20%)
New Devices (17%)
Western Europe
New Devices (20%)
User-Created Content (19%)
Interactive Ads (18%)
Latin America
Interactive Ads (30%)
Accurate Location Targeting (16%)
New Devices (14%)/Real-Time Bidding (14%)
Asia Pacific
Interactive Ads (22%)
New Devices (22%)
Accurate Location Targeting (22%)

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North America Asia Pacific Western Europe Latin America
Retail Banking Retail Banking
Restaurants Retail Restaurants Retail
Travel Telecom Auto Restaurants/Telecom/Auto*
Top Industries Leveraging Location
*Categories tied for third in Latin America
Question Used: Q18. Across all the companies that work with your agency, what are the top industries you
see using location as part of their mobile advertising campaigns?
US (n=39), EMEA (n=32), APAC (n=50), LatAm (n=39)
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Top industries worldwide demonstrate the power of location combined with mobile to not only
reach the right consumers digitally but also impact real-world behavior by driving them to nearby
storefronts, banks, or restaurants.

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Key Takeaways
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• Mobile and location are key parts of marketing plans worldwide; globally marketers are optimistic about
the growth of mobile in both continued adoption among consumers and increased spend from advertisers.
• Of the nearly 80% of marketers using location for their mobile ad campaigns, the top strategy is audience
targeting. The use of location-based audiences shows that marketers are leveraging location not just to
reach people based on where they are, but also to understand consumers’ intents and interests.
• North America is currently leading the regions in terms of mobile ad spend and use of location, however
heavy reliance on mobile devices and new innovations in technology and advertisements put APAC in a
position for significant growth in the coming years.
• Industry focus varies by region: North America and Western Europe use location heavily for Retail, while
APAC and Latin America are focused on Banking and Finance.

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Global Implications
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Location-based marketing is predicted to become very big, very quickly. Marketing techniques used in
traditional and digital advertising (e.g. census-based audiences, cookie profiling) won’t suffice anymore
because the world of location-based data demands performance and speed. Consumer expectations are
shifting to a mobile mindset – they expect to be able to have what they want, when they want it, where they are
– and businesses of all shapes and sizes across the globe need to start thinking about how they are going to
leverage this newly available and unique data that mobile and location provide. And, it’s no ordinary data. It’s
live, real-time, up-to-the millisecond, accurate data.
The results of xAd’s Global Location Snapshot prove that mobile and location are top of mind for marketers
worldwide. They believe consumers are receptive to mobile advertising and plan to grow budgets accordingly.
Location is being used not only to reach consumers where they are, but also based on where they’ve been,
proving that marketers are maturing in their understanding and use of location beyond the static geo-fence.
The biggest issue impacting location-based mobile advertising growth is the lack of a mobile-first attribution
model. Privacy concerns are also prevalent across all regions.
However, developments in device technology, ad formats, and especially location accuracy will continue to
contribute to the use and adoption of this advertising technique. Mobile and location’s full impact can really be
seen in industries like retail, banking, and restaurants where it can be used to influence consumers’ online and
offline behavior. Reaching people in the digital world to impact their real-world visitation behaviors.

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Stop the Guesswork.
Hit Your Mark.
For more mobile location insights visit www.xAd.com/location-university