Research released in July 2014 by xAd and Telmetrics, based on February and March 2014 polling by Nielsen, indicated that mobile users were pretty fond of location-based ads. The majority (51%) of US mobile device users agreed that they liked mobile ads with geographically relevant info, compared with 36% in 2012, while 19% disagreed, down from 31% in 2012.
It makes sense, then, that advertisers are expected to up spending on mobile location efforts as they aim to improve the accuracy of their location data and give consumers the ads they want. In April 2014, Berg Insight estimated that spending on mobile location-based ads and marketing worldwide would rise from €1.2 billion in 2013 ($1.6 billion) to €10.7 billion in 2018 ($14.3 billion). Read the rest at eMarketer.