0
THE PROMISE OF LOCATION BASED
MARKETING
“Location-based targeting to a mobile device is the ‘holy grail’ of advertising”
-...
What is Location Based Marketing?

A form of advertising that integrates mobile
advertising with location-based services. ...
Campaign Example
EA SPORTS - FIFA 14 GAME	

Sep – Oct 2013	

CAMPAIGN OBJECTIVE	

•  Target over 400 Premier League, UK-ba...
How Location Data is collected

YOOSE: The global hyper-local mobile ad network
YOOSE: The global hyper-local mobile ad network
Statistic Resources
• 

http://digby.com/mobile-statistics/

• 

http://brandongaille.com/15-locationbased-mobile-marketin...
Whitepaper Resources

http://www.mobilemarketer.com/
cms/lib/17450.pdf	


YOOSE: The global hyper-local mobile ad network
...
#location based gaming
#location based sms

#in-app advertising

#mobile advertising

#mobile couponing

#geo-fencing
#loc...
Defining Geo-Fencing

Geo-fencing combines awareness of the user's
current location with awareness of nearby features,
def...
1.5mi	


Essential for Geo-Fence
•  Latitudes and Longitudes ( Lat– Long) of desired location or Area Coverage
•  Radius c...
Campaign Example

SENTOSA

MASTERCARD SINGAPORE	

JUNE - JULY ‘13	

CAMPAIGN OBJECTIVE	

•  Drive footfalls to participati...
Creation to Evolution: Geo-Conquesting

YOOSE: The global hyper-local mobile ad network
Defining Geo-Conquesting

To successfully use unmanned drones (or mobile
digital devices) to target unsuspecting civilians...
Forms of Geo-Conquesting

Two Forms
•  Most popular form – target competitive location
with competitive advertisement
•  t...
Research and Results
According to local mobile ad platform xAd, almost a third (32%) of
advertisers using the most sophist...
Source:Verve Mobile	

YOOSE: The global hyper-local mobile ad network
OutBack Steakhouse Case Study
	

The Outback Steakhouse is one business that’s experienced considerable
success with geo-c...
How to achieve a successful Geo-Conquesting
campaign
•  Deep understanding of both your customers’
behavior and your compe...
Creative Strategies
1. Test different targeting radiuses: The optimal targeting radius used for geoconquesting will vary b...
Challenges
•  Welfare of Gamers/Players on route
•  Safety – Walking with phone on a busy street
•  Precaution- Anger amon...
YOOSE: The global hyper-local mobile ad network
give y
o
includ u venue d
e
i
longi ng latitud tails,
tude	

e and

•  Using Google Maps, you can very easily add basic an...
Examples of Successful Location based games

Global Outbreak	

	

Red Robot Labs	


Plague Inc.	

Miniclip.com	


Sacracy ...
Example Of Location Based Gaming

A real-world espionage adventure for your iPhone. Take to the streets, guided by GPS and...
Resources
http://venturebeat.com/tag/location-based-games/
http://www.androidapps.com/games/articles/13006-four-free-aweso...
Example of Company providing Location based
SMS

Anchor Mobile	

Compatible with Carriers:
Verizon
AT&T
U.S. Cellular
T-Mo...
Statistics for Location Based Marketing SMS

Source: Upstream / YouGov
YOOSE: The global hyper-local mobile ad network
Benefits of Location Based Marketing SMS

Customer Interaction: Place your message in your customers
hand when they are in...
Benefits of Location Based Marketing SMS

Customer Acquisition: Convert prospects to
customers at the touch of a button	

...
Geo-location Revolution: Location based social

#geosocial networking	

#SOLOMO	


YOOSE: The global hyper-local mobile ad...
Key players and their Mobile Apps

YOOSE: The global hyper-local mobile ad network
#SoLoMo

#SOLOMO
	


YOOSE: The global hyper-local mobile ad network
Example of SoLoMo Case Study

http://econsultancy.com/sg/blog/11303-eight-great-location-based-mobile-campaigns-from-2012	...
Example of SoLoMo Network

SOCIAL NETWORK, MEETS REAL LIFE

http://vimeo.com/77764676	

YOOSE: The global hyper-local mobi...
#infographics

YOOSE: The global hyper-local mobile ad network
What you should take note of with Location
Based Marketing(Social)
•  A good or bad review on Checkedin basis
•  Word of M...
Resources

•  http://www.slideshare.net/pagetx/get-local-howlocationbased-social-media-can-drive-business
•  http://sprout...
Concerns regarding Location Based Marketing

•  Privacy & Security Concerns : We are watching you?
•  Option to use Push o...
Key Points to take away
•  Location Based Marketing is changing with the tide
•  Trend changes, the Technology fundamental...
Key Points to take away
Performance of Campaign 	


• 
• 

Similar to Digital Campaign	


• 

Results would be based on co...
Contact Us

CHRISTIAN GEISSENDOERFER
CEO

YOOSE Pte. Ltd.
30A Duxton Road
Singapore 089494

Mobile +65 8223 7637
christian...
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The Promise of Location Based Marketing - Mobile Media Academy 2013 - YOOSE

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The Promise of Location Based Marketing
Mobile Marketing Academy Webinar 2013 with YOOSE

Topics Covered:
Relevance is highlighted within location
Geofencing
Geoconquesting
Location-based gaming
Location based SMS
Location based social
Check ins
Ethical concerns for LBM
Best location-based campaigns

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Transcript of "The Promise of Location Based Marketing - Mobile Media Academy 2013 - YOOSE"

  1. 1. THE PROMISE OF LOCATION BASED MARKETING “Location-based targeting to a mobile device is the ‘holy grail’ of advertising” - WPP Chairman Sir Martin Sorrell YOOSE: The global hyper-local mobile ad network
  2. 2. What is Location Based Marketing? A form of advertising that integrates mobile advertising with location-based services. The technology is used to pinpoint consumers location and provide location- specific advertisements. YOOSE: The global hyper-local mobile ad network
  3. 3. Campaign Example EA SPORTS - FIFA 14 GAME Sep – Oct 2013 CAMPAIGN OBJECTIVE •  Target over 400 Premier League, UK-based Champions League Games & England’s World Cup Qualifiers •  Rich Media Campaign with dynamic content •  Specific Time targeting YOOSE: The global hyper-local mobile ad network
  4. 4. How Location Data is collected YOOSE: The global hyper-local mobile ad network
  5. 5. YOOSE: The global hyper-local mobile ad network
  6. 6. Statistic Resources •  http://digby.com/mobile-statistics/ •  http://brandongaille.com/15-locationbased-mobile-marketing-statistics-andtips/ •  http://marketing.anchormobile.net/ blog/bid/202428/Mobile-MarketingStatistics-2013-That-Will-Blow-YourMind •  http://www.factbrowser.com/tags/ location-based_services/ •  http://www.pijnz.com/infographics/ location-based-marketing •  http://www.xad.com/intelligence YOOSE: The global hyper-local mobile ad network http://www.slideshare.net/PocketYourShop/ 50-mobile-marketing-statistics-trendsinsights-21545162 89 Slides
  7. 7. Whitepaper Resources http://www.mobilemarketer.com/ cms/lib/17450.pdf YOOSE: The global hyper-local mobile ad network http://www.mobilemarketer.com/cms/lib/ 18867.pdf http://info.xad.com/q2-2013-report
  8. 8. #location based gaming #location based sms #in-app advertising #mobile advertising #mobile couponing #geo-fencing #location based-marketing #SOLOMO #lbma YOOSE: The global hyper-local mobile ad network #real time bidding #geo-marketing #hyper-local #infographics
  9. 9. Defining Geo-Fencing Geo-fencing combines awareness of the user's current location with awareness of nearby features, defined as the user's proximity to locations that may be of interest. To mark a location of interest, you specify its latitude and longitude. To adjust the proximity for the location, you add a radius. The latitude, longitude, and radius define a geofence. You can have multiple active geofences at one time. Developer.Andriod.com YOOSE: The global hyper-local mobile ad network
  10. 10. 1.5mi Essential for Geo-Fence •  Latitudes and Longitudes ( Lat– Long) of desired location or Area Coverage •  Radius coverage to deliver impression for 1 geo-pin Benefits for Hyper – Local Advertising •  Reach out to local target audience •  Increase Footfall of Chosen Location(s) •  Real Time Bidding and Optimisation YOOSE: The global hyper-local mobile ad network Circular Polygonal
  11. 11. Campaign Example SENTOSA MASTERCARD SINGAPORE JUNE - JULY ‘13 CAMPAIGN OBJECTIVE •  Drive footfalls to participating merchant outlets during the Great Singapore Sale •  Strengthen Mastercard’s ‘Priceless’ brand theme •  Complement the multi-channel campaign on the mobile medium YOOSE: The global hyper-local mobile ad network
  12. 12. Creation to Evolution: Geo-Conquesting YOOSE: The global hyper-local mobile ad network
  13. 13. Defining Geo-Conquesting To successfully use unmanned drones (or mobile digital devices) to target unsuspecting civilians (or shoppers) entering enemy territory (your competitors’ GeoFenced locations). Ongridventures.com YOOSE: The global hyper-local mobile ad network
  14. 14. Forms of Geo-Conquesting Two Forms •  Most popular form – target competitive location with competitive advertisement •  target behaviors and aim ads at people who have gone to a certain set of locations in the past that identify them as good for poaching YOOSE: The global hyper-local mobile ad network
  15. 15. Research and Results According to local mobile ad platform xAd, almost a third (32%) of advertisers using the most sophisticated kinds of geotargeting (usually more granular than ZIP, city or DMA) targeted the location of their competition in order to drive consumers to engaging with their alternative in Q2. This was up from 22% of campaign among so-called “precision geotargeters” in Q1. Image source: smittysholdings.com YOOSE: The global hyper-local mobile ad network
  16. 16. Source:Verve Mobile YOOSE: The global hyper-local mobile ad network
  17. 17. OutBack Steakhouse Case Study The Outback Steakhouse is one business that’s experienced considerable success with geo-conquesting. Recently, the popular restaurant used their knowledge of their customers and the competition to their advantage. First, the Outback set up geofences around competing restaurants in the area. Then their marketing team developed a series of mobile advertisements and ran them in apps that were popular with their target audience. When mobile users crossed into the perimeters, the advertisements popped up on their smartphones. Those who clicked through could make a reservation with a few taps of the screen. The results of their recent campaign were impressive. The Outback locations that employed this geo-conquesting strategy saw an 11% click through rate on landing page features such as viewing menus and locating nearby restaurants. They attracted business by getting the attention of potential customers who may have been on the way to eat at a competitor location. See more at: http://screenwerk.com/2013/08/14/report-geo-conquesting-mobile-ads-deliver-11-conversionlift/ http://www.mediapost.com/publications/article/206738/#axzz2ijB4iFuc YOOSE: The global hyper-local mobile ad network
  18. 18. How to achieve a successful Geo-Conquesting campaign •  Deep understanding of both your customers’ behavior and your competition •  Well-crafted market research campaign: §  Footfall and psychographics of target location §  Best Mobile campaign for smooth user journey §  Creative strategies to stay ahead of competition YOOSE: The global hyper-local mobile ad network
  19. 19. Creative Strategies 1. Test different targeting radiuses: The optimal targeting radius used for geoconquesting will vary by business and industry. As a result, test multiple distances in the campaigns to determine the appropriate targeting fence for the locations. 2. Use location-aware creative: Location is central to geo-conquesting, so leverage this unique feature to create the most relevant creative by telling the consumer how near they are to your locations. 3. Use action-oriented creative: Coupons, promos, new products or limited-time offers provide an extra incentive for a consumer to choose a brand over it's primary competitor. 4. Make conversion easy: The fewer barriers between a consumer and a business, the more likely they are to come in the door. As a result, provide one-click access to things such as phone number, location map or map and driving directions. 5. Track performance past the CTR: Secondary action rates are especially important in geo-conquesting, as these consumers may need something extra to attract them from going into a competitor's location. Understanding what they are looking for (directions, menus, coupons) is key to the success of current and future campaigns. YOOSE: The global hyper-local mobile ad network
  20. 20. Challenges •  Welfare of Gamers/Players on route •  Safety – Walking with phone on a busy street •  Precaution- Anger amongst player could possibly create fight in real life •  Design Limitation on Google Maps •  Lack of control over the world. Often enough players will travel to highly dense and competitive areas or conversely, to the middle of nowhere with nothing to interact with. As a result, it is much more difficult to balance gameplay and to define starter zones in these games than in purely virtual worlds. YOOSE: The global hyper-local mobile ad network
  21. 21. YOOSE: The global hyper-local mobile ad network
  22. 22. give y o includ u venue d e i longi ng latitud tails, tude e and •  Using Google Maps, you can very easily add basic annotations and overlays, as its nature is a routing app.You can also, using the  Styled Map Wizard, customize colors, visibility, etc. of a number of map elements. Beyond these two basic features, you run into a brick wall as you’re only allowed to access the data using public Google SDKs. Trying to re-skin the ground using a grass texture? No can do. •   Using OSM, the closest thing to an official provider is CloudMade. The data is available as both image and vector tiles. The hard part is to get a renderer up and running to your specifications, but once everything’s working, you can style things however you like. YOOSE: The global hyper-local mobile ad network •  Google Places - Well maintained, but more restrictive terms of use. Did you pick OSM for your map data provider? Too bad ­– you can’t display Google places on a non-Google map. Is your game not free-to-play? Also no good. •  Foursquare – Their data is typically more exhaustive, but user-generated content is user-generated content.You’ll occasionally see results like “Awesome Party” and “Two Girls and a Cat.” •  Factual – Better data quality, but more expensive. Their free cap is only 10,000 calls per day. With a game that allows travel away from your current location, you could easily hit this with a few hundred active users.
  23. 23. Examples of Successful Location based games Global Outbreak Red Robot Labs Plague Inc. Miniclip.com Sacracy RPG Enthusia studios For more LBS games: http://www.gamezebo.com/location-based-games http://geosocialgames.com/list-of-gsgs/ YOOSE: The global hyper-local mobile ad network Parallel Mafia MMORPG Enthusia studios
  24. 24. Example Of Location Based Gaming A real-world espionage adventure for your iPhone. Take to the streets, guided by GPS and the voice of your handler to real locations on an undercover mission of hacking, spying, sabotage and murder. Play it anywhere in the world! YOOSE: The global hyper-local mobile ad network
  25. 25. Resources http://venturebeat.com/tag/location-based-games/ http://www.androidapps.com/games/articles/13006-four-free-awesome location-based-games-for-android http://thenextweb.com/insider/2013/05/10/yahoo-acquires-location-basedmobile-gaming-company-loki-studios/ http://www.tatango.com/blog/top-10-most-commonly-asked-locationbased-mobile-marketing-questions/ http://allthingsnav.navigation.com/article/beyond-geocaching-locationbased-games-use-gps-bridge-real-and-fantasy-worlds http://www.prweb.com/releases/2013/8/prweb11024665.htm YOOSE: The global hyper-local mobile ad network
  26. 26. Example of Company providing Location based SMS Anchor Mobile Compatible with Carriers: Verizon AT&T U.S. Cellular T-Mobile How it Works Step 1 SMS subscriber enters a geo-fencing boundary during a campaign. Step 2 SMS alerts can be activated and sent directly to their cell phone automatically, based on their location. Step 3 Weather alerts, location deals, suggested activities in the area, traffic alerts, and more. YOOSE: The global hyper-local mobile ad network
  27. 27. Statistics for Location Based Marketing SMS Source: Upstream / YouGov YOOSE: The global hyper-local mobile ad network
  28. 28. Benefits of Location Based Marketing SMS Customer Interaction: Place your message in your customers hand when they are in the right location and ideal mind-set to respond to your offer. Brand Engagement: Engage with your customers from the point of awareness to redemption. From the comfort of their mobile phones, allow your customers to engage with your brand through interactive competitions, voting opportunities etc. Targeted & Relevant: Cut through the clutter. Identify and target your customers only when they are in the location relevant to your campaign or offering. YOOSE: The global hyper-local mobile ad network
  29. 29. Benefits of Location Based Marketing SMS Customer Acquisition: Convert prospects to customers at the touch of a button Sponsorship: Enhance your sponsorship campaigns by interacting with your customers when they are at your event Measurement: Track your campaign success from delivery right through to redemption ROI: Maximize campaign ROI for you or your clients   YOOSE: The global hyper-local mobile ad network
  30. 30. Geo-location Revolution: Location based social #geosocial networking #SOLOMO YOOSE: The global hyper-local mobile ad network
  31. 31. Key players and their Mobile Apps YOOSE: The global hyper-local mobile ad network
  32. 32. #SoLoMo #SOLOMO YOOSE: The global hyper-local mobile ad network
  33. 33. Example of SoLoMo Case Study http://econsultancy.com/sg/blog/11303-eight-great-location-based-mobile-campaigns-from-2012 YOOSE: The global hyper-local mobile ad network
  34. 34. Example of SoLoMo Network SOCIAL NETWORK, MEETS REAL LIFE http://vimeo.com/77764676 YOOSE: The global hyper-local mobile ad network
  35. 35. #infographics YOOSE: The global hyper-local mobile ad network
  36. 36. What you should take note of with Location Based Marketing(Social) •  A good or bad review on Checkedin basis •  Word of Mouth Marketing spreads faster •  Geo-targeting of desired audience group is not 100% •  “Badge” fatigue •  App Refreshing page turnover time is comparable to Digital Page click-through time YOOSE: The global hyper-local mobile ad network
  37. 37. Resources •  http://www.slideshare.net/pagetx/get-local-howlocationbased-social-media-can-drive-business •  http://sproutsocial.com/insights/2010/11/7-steps-toa-successful-location-based-social-media-campaign/ •  http://www.digitalartsonline.co.uk/news/creativebusiness/how-create-location-based-social-mediamarketing-campaigns-for-clients/ •  http://socialmediatoday.com/edwin-huertas/456146/ building-location-based-social-media-marketingcampaign YOOSE: The global hyper-local mobile ad network
  38. 38. Concerns regarding Location Based Marketing •  Privacy & Security Concerns : We are watching you? •  Option to use Push or Pull Approach in Location Based Marketing YOOSE: The global hyper-local mobile ad network
  39. 39. Key Points to take away •  Location Based Marketing is changing with the tide •  Trend changes, the Technology fundamental concept stays, Market is volatile and results are based on consumers’ interest •  Focus on Value and Trust as the main 2 pillars •  Customers must understand the value they receive from LBS and sharing their information •  Value and Results of the Location Based Campaign is defined from your marketing plan (i.e. loyalty programme integration) •  Customer Acquisition is how you define your geo-targeting •  Own Store Geo-targeting vs. Competitor Store Geo-targeting •  Increase Loyalty Base or Increase New Competitors’ customer base •  Geo- target based on your Customer Behaviour and Business Time •  Time Parting( Certain Time Targeted) vs Whole day Targeting YOOSE: The global hyper-local mobile ad network
  40. 40. Key Points to take away Performance of Campaign •  •  Similar to Digital Campaign •  Results would be based on consumer-initiative and response •  Align your marketing campaign results to your campaign •  Matrices of your campaign •  Based on the footfall of the target area which would be within the geo-fence YOOSE: The global hyper-local mobile ad network
  41. 41. Contact Us CHRISTIAN GEISSENDOERFER CEO YOOSE Pte. Ltd. 30A Duxton Road Singapore 089494 Mobile +65 8223 7637 christian.geissendoerfer@yoose.com SINGAPORE - GERMANY - US - INDIA YOOSE: The global hyper-local mobile ad network
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