LBMA Berlin - Launch Deck
 

LBMA Berlin - Launch Deck

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  • Layar 3: 2016 1.2B vehicles, 6B mobile phones; 44B mobile app downloadsResulting in 53.63B Places, accessed by more than 4B users and 110B media impressions
  • Layar 1: Would represent current state of the nation-2011. Include Foursquare, Facebook, Google, Gowalla, Yelp, etc. We should maybe have the logos of these 5 on the map as well?Total of 102 Million Places, accessed by 231 Million Users, resulting in over 1.3 billion media impressions annually
  • Layar 2: 2013 Add 350K WiFi hotspots, 1.5M billboards, 6M Digital Screens, 2.3B TV sets.Total: of 2.43B Places, accessed by 1.1B users, resulting in more than 27.2B media impressions
  • Finally, we get to a world with more than 53 Billion places, accessed by more than 4 Billion consumers. All of this means more than 110 Billion ad impressions. As marketers, I implore you to think about the possibilities before you. To think about how we can begin integrate this media. To not only jump on the opportunities before us now, but to accept that Geo is dead, and to leverage the power of a location that has no bounds.
  • Now from a retailers’ perspective this is not all roses! Someone, not me came of with this rather clever explanation of it.
  • Orange have unveiled ‘Quick Tap Treats’ the UK’s first mobile contactless retail reward scheme in partnership with EAT restaurant chain which allows around 200,000 customers with NFC enabled handsets to tap their phones on NFC enabled posters  to play a game and receive a free treat each day.
  • Domino’s Pizza has launched an augmented reality initiative, using Blippar, at more than 6,000 sites across Britain enabling consumers to download deals, get the Domino’s mobile ordering app and become a Facebook fan through their smartphone. Planned by Arena Media and Posterscope
  • Domino’s Pizza has launched an augmented reality initiative, using Blippar, at more than 6,000 sites across Britain enabling consumers to download deals, get the Domino’s mobile ordering app and become a Facebook fan through their smartphone. Planned by Arena Media and Posterscope
  • BLUE BRAINHerd.fm, for instance, allows bands to upload their tracks according to location, allowing users on the app in the same location to view all the tracks and download them. This app gives bands interested in creating a local identity within their hometown a great potential to connect with other locals.SoundTracking, utilizes a social network similar to Twitter to create a music sharing experience. Users are able to follow other users and gain followers, and then share whichever song is playing on their iPod or in their surroundings. SHAZAM Like
  • Domino’s Pizza has launched an augmented reality initiative, using Blippar, at more than 6,000 sites across Britain enabling consumers to download deals, get the Domino’s mobile ordering app and become a Facebook fan through their smartphone. Planned by Arena Media and Posterscope
  • If you visit a Barnes & Noble retail store with your Nook Color in tow, you'll have free access to the Mighty Eagle character. Apparently this system isn't GPS-based, as we first thought (so good luck spoofing it), but is triggered when your Android connects to B&N's internal WiFi network. Once the app senses the connection, it will unlock the Mighty Eagle while you're on the network. We don't know if this will be the case for future Magic Places, but in this case, unlocked content goes away when you leave the defined zone.
  • Domino’s Pizza has launched an augmented reality initiative, using Blippar, at more than 6,000 sites across Britain enabling consumers to download deals, get the Domino’s mobile ordering app and become a Facebook fan through their smartphone. Planned by Arena Media and Posterscope
  • Location says I’m Here. Social says: I’m Listening7-Eleven is continuing to strengthen its position in the mobile marketing space via a new initiative that not only drives consumers to its locations to find their favorite Slurpee flavor, but also incorporates rewards and sweepstakes to sweeten the deal.The company is running an interactive mobile campaign within Pandora’s iPhone application.
  • All our products and propositions are built on what our research insight tells us. We’ve found people find mobile easy to use, and quite cool.Keeping customers trust and privacy is vital for our business and we’ve seen 91% of people said they were positive about receiving 3rd party messages via O2Making sure we deliver relevant messages is key for us to keeping a positive brand experience with those people receiving location based messages
  • Recently I was in Las Vegas and walking down Las Vegas Blvd. Now I don’t the name of every big hotel on the strip, and when I saw this huge Eiffel Tower out in front of one of them I wondered which place this was. I took out my Nexus One and snapped a picture with Google Goggles. Google Goggles is an application available for Android. It leverages the camera, GPS, cloud and connectivity– and supercharges the definition of “search” on your mobile phone.Bam! It instantly pulls up the landmark and is smart enough to know that I’m not in France. It tells me that this is the Paris Hotel and Casino!
  • Now from a retailers’ perspective this is not all roses! Someone, not me came of with this rather clever explanation of it.

LBMA Berlin - Launch Deck LBMA Berlin - Launch Deck Presentation Transcript

  • Why Location Matters Presented by: Asif R. Khan @AsifRKhan@TheLBMA #LBMABerlin
  • The Location Based Marketing Association is an international, not-for-profitgroup dedicated to fostering research, education and collaborative innovation at the intersection of people, places and media. We live at the intersection of: PEOPLE, PLACES & MEDIA Formed in 2010, 600+ members with chapters in: Toronto, Montreal, New York, San Francisco, Atlanta Amsterdam, Berlin London, Singapore
  • What Do We Do? Weekly podcasts, Twitter, LinkedIn and Facebook Groups,Case Studies, blog postings, research, events and so much more
  • WHAT IS A PLACE ?
  • Source: The LBMA2011Total of:102 000 000 PlacesAccessed by:231 000 000 UsersResulting in :1 300 000 000 impressionsannually
  • Source: The LBMA2013Total of:2 430 000 000 PlacesAccessed by:1 100 000 000 Users 350 000 WiFi HotspotsResulting in : 1 500 000 Billboards27 700 000 000 impressions 6 000 000 Digital Screensannually 2 300 000 000 TV Sets
  • Source: The LBMA2016Total of:53 630 000 000 PlacesAccessed by:4 000 000 000 Users 350 000 WiFi HotspotsResulting in : 1 500 000 Billboards 1 200 000 000 Vehicles110 000 000 000 impressions 6 000 000 Digital Screens 6 000 000 000 Mobile Phonesannually 2 300 000 000 TV Sets 44 000 000 000 App Downloads
  • The challenge for brands
  • Deals Are Indeed Important
  • But Not Unless It’s Right For You
  • Location of thephone
  • Location of the phoneLocation of the screen
  • Location of the phoneLocation of the screenLocation of home. Location of nearest store.Location of alternative stores.Location of products. Location of competitor’sproducts. Location of friends. Location ofeverything
  • It’s All Location Based
  • 1. Payments + Augmented Reality
  • 1a. Creating New Inventory
  • 2. What Is A Location? STARHUB MUSICAL FITTING ROOMS http://www.youtube.com/watch?v=IJkRtnfNCo4
  • 2a. Not Just A Building
  • 3. When Location Benefits All
  • 4a. Not Just Gamification Anymore Coca-Cola Dancing Vending Machine http://www.youtube.com/watch?v=-cvv1oC-ZaM
  • 5. Taking The Store To The People
  • 6. Active To Passive Check-Ins Facedeals – Checkins with your face https://www.youtube.com/watch?v=sLOxUVvcjwE
  • 7. The Re-Emergence Of SMS 91% of people said they were positive about receiving 3rd party messages via O2 95% of all SMS messages are read within 3 minutes
  • 8. All Media Can Be Location Based Granata Pet – Checkin To Billboard https://www.youtube.com/watch?v=t8dmjoqOOQo
  • 9. Indoor Location
  • 10. Completing The Redemption Cycle
  • 11. Content Is King, But Context Is The Advisor
  • 12. Blending Physical & IP Location Parking Douche App http://www.youtube.com/watch?v=BH5AWAO5qRw
  • 13. Connect Media Together
  • 14. The Re-Invention of Search
  • 15. Creating Memorable Experiences Sunny Sale – Emart’s QR code with shadows https://www.youtube.com/watch?v=EvIJfUySmY0
  • 16. Location is About Data
  • Key Takeaways“A place is wherever you are right now”“It’s not only about hyper-local, but really about hyper-relevance”“LBM is not only about mobile, but the integration of media around places”
  • THANKS FOR YOUR ATTENTION ASIF R. KHAN - Founder & President ASIF@THELBMA.COM @AsifRKhan @TheLBMA