The ELBA (European Location Based Advertising) project aims at developing and validating an innovative approach (including content aggregation and technology integration) for location based advertising.
The project will allow for the demonstration of wireless advertising in three international use case scenarios. ELBA addresses the take-up gap. The consortium intends to jointly develop and test, in a European environment, an innovative 2.5-3G service (location based advertising, which is a subset of location based services) and to validate key issues between different players, technologies and content providers.
Location-based services (LBS) are services that exploit knowledge about where a mobile device user is located. For example, the user of a mobile smart phone could be shown ads specific to the region the user is travelling in. Location-based services exploit any of several technologies for knowing where a network user is geographically located. Allied Business Intelligence estimates that the LBS industry will account for more than 40 billion € in revenue by 2006 in Europe. Most telecommunications carriers plan to pursue either network- or handset-based location fixing technologies in their networks. The technology to pinpoint a mobile phone's location is available today and is of significant commercial value to businesses that want to target their customers via mobile phones. The advertising will be directed toward phone and PDA (personal digital assistant) users or passengers in public transport. "Wireless advertising makes the most sense when delivered contextually through media on a geo-targeted basis, and not to IP addresses based on profiles, as our competitors largely deliver their ads." Opt-in possibilities could allow device users who are strolling in a shopping mall or urban area, for example, to signal their readiness for local offers.