Of the estimated $2.3 billion in location-based marketing spending in 2013, nearly
60% ($1.3 billion) is for Google search ads. The most common use of mobile devices
is to search for directions or locations of places, and Google’s Map app dominates this
market. Display ads will constitute about 32% ($700 million) of location-based ads.
Here the main players are Facebook and Google. With over 200 million users in the
United States, and more than 40% of this audience using mobile devices (although not
exclusively) to access the service, Facebook is the dominant mobile display ad provider,
delivering three times as many display ads as Google. However, this dominance in