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Location-based advertising (LBA) is a new form of advertising that integrates mobile advertising with location-based services. The technology is used to pinpoint consumers location and provide location-specific advertisements on their mobile devices. According to Bruner and Kumar (2007), "LBA refers to marketer-controlled information specially tailored for the place where users access an advertising medium" (p. 2). == Types == There are two types of location-based services in general, i.e. push and pull. The push approach is a more versatile approach and is divided into two types. A not requested service (opt-out) is the more common approach amongst the two approaches as this allows advertisers to target users until the users do not want the ads to be sent to them. But the opt-in approach refers to a contrasting paradigm. In this the users can determine what type of advertisements or promotional material they can receive from the advertisers. The advertisers have to abide by certain legal regulations set in place and respect users' choices. In contrast, the LBA pull approach, users can directly search for information by entering certain key words. The users look for specific information and not the other way around. For example, a traveler visiting New York could use a local search application such as WHERE on her device to find the nearest local Chinese restaurant in Manhattan. After she selects one of the restaurants, a map is provided as well as an offer of a free appetizer good for the next hour. (Steiniger, Neun, and Edwards, 2006, p. 5) Location-based advertising is closely related to mobile advertising, which is divided into four types: * Messaging * Display * Search * Product placement 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Location-based advertising」の詳細全文を読む スポンサード リンク
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