The total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow to € 4.9bn (£3.9bn) in 2016, according to a report from analyst Berg Insight. That's equivalent to 28.3 per cent of all mobile advertising and marketing - and 4 per cent of digital advertising.

From a value of €192m in 2011, the report says, the market will grow at a projected CAGR of 91 per cent over the five year period, as advertisers rapidly adopt a location-targeting ad strategy, having remained at an experimental stage for several years.

“The growing attach rates of location technologies in handsets and the increasing consumer acceptance of location-based services in general are the main game changers”, says Rickard Andersson, Berg's telecom analyst. “Major brands are progressively embracing location-based advertising across the range of mobile formats, and LBA also opens up the mobile channel for new advertisers such as local merchants.”

You can download the full Location-Based Advertising and Marketing report here.