Location-based mobile marketing is expected to come to the fore over the next four years, with experts anticipating spend to reach $1.8 billion (£1.6 billion) by 2015.
The figures, which were published by ABI Research, revealed that businesses are set to spend $1.8 billion on location-based mobile marketing, as part of their overall marketing strategies.
Noting that the medium is still in its infancy, the publication suggests that firms should look to work on all mobile technologies enabling ads: GPS, Wi-Fi, and Cell-ID.
To be successful, companies should establish clear goals for their campaigns, choose the most appropriate platform for their brand and ensure that success levels are measured so that campaigns can be adjusted accordingly.
Recently, a report published by eDigital Research and commissioned by the Association for Interactive Media and Entertainment, the Internet Advertising Bureau and IMRG, showed that businesses need to start creating mobile advertising strategies.