Your SlideShare is downloading. ×
InnoEurope presentation Tallinn
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

InnoEurope presentation Tallinn

1,115
views

Published on

Presentation by Andew Grill at InnoEurope in Tallinn

Presentation by Andew Grill at InnoEurope in Tallinn

Published in: Technology, Business, Travel

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,115
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Future of Location-Aware Advertising Andrew Grill, Mobile Advertising Evangelist - Gigafone Annual Innovation Conference InnoEstonia 2008
  • 2. Introduction www.London-Calling.org.uk
  • 3. What we’ll cover
    • Why the Starbucks example will never happen
    • The location challenge
    • What Advertisers want
    • What’s here and now
    • What’s next
    • Location’s place in the mobile advertising value chain
    • Where are the revenue opportunities for location advertising?
  • 4. Let’s kill off the “Starbucks Example”
    • Assume the following campaign
    • 50,000 opt-in users
    • 2 week campaign (Mon-Fri) = 10 days
    • 8 hour window (8am – 4pm)
    • Check location every 5 minutes by operator cell-ID
    • Assume €0.10 per poll
    • What would this cost?
  • 5. The cost breakdown…
    • 50,000 users
    • 10 days
    • 8 hours
    • 12 polls/hr
    • € 0.10 per poll
    • € 4.8m
    ALMOST 5 MILLION Euros!
  • 6. What is mobile advertising? How does location enhance mobile advertising?
  • 7. The Mobile Advertising Value Chain Advertisers / Brands Marketing Agencies & Media Buyers Enablers Content Providers Aggregators Device Makers Wireless Operators Subscribers Traditional Promotional Channels Advertisers need… Measurability
    • Ability to track consumer engagement by counting clicks vs. displays
    Targeting
    • Aggregated and specific customer information (e.g. age, gender, segment, lifestyle)
    Relevance
    • Ads must be conveyed to the precise target in the right context …
    Location
    • Information on the consumer location to increase relevance of ads
  • 8. Mobile operators don’t have all the data advertisers need
    • Vodafone Australia mobile advertising brochure
    • Gender
    • Phone type
    • Postcode
    • Segmentation
    • Age
    • Gender
    • Spending pattern
    • Credit worthiness
    • Location??
  • 9. Mobile advertising today
  • 10. Or….we ask the user’s permission and preference Dynamic location information can enhance the user experience
  • 11. Mobile LBS Landscape
    • Significant uptake by consumer of location services – driven by:
      • Device capabilities (larger - sharper displays , 3G data rates & GPS)
      • Quality content (maps, POI, navigation engines)
      • Attractive data tariffs (but not everywhere)
    • Current focus around navigation & search
    • Future growth expected in location based advertising & social networking
  • 12.  
  • 13. Mobile LBS Landscape
    • Significant growth in LBS, fuelled by convergence of:
      • Device capabilities (larger - sharper displays , 3G data rates & GPS)
      • Quality content (maps, POI, navigation engines)
      • Attractive data tariffs
    • Current focus around navigation & search
    • Future growth expected in location based advertising & social networking
    • The industry can’t wait any longer for operators to provide cell-ID data to 3 rd parties – Google, Nokia, Skyhook Wireless are doing it themselves
    • Advertisers need cross network and cross country coverage
  • 14. What does this all mean for location based advertising?
    • Technically possible to provide a location capability
    • Until advertisers can use location with scale and ease it will be niche
    • Consumers starting to use GPS and operator independent location services and understand the benefits
    • Mobile advertising ramping up (Google vs operators)
    • Flat rate data plans driving usage
    • Location can become advertising inventory
  • 15. Google Maps – now with sponsored links www.google.com/gmm
  • 16. WiFi location – Skyhook Wireless www.skyhookwireless.com
  • 17. Blogloc – post your location on a blog www.blogloc.com
  • 18. Shozu + Flickr = geotagged photos m.shozu.com www.flickr.com
  • 19. Rummble – location based social networking
    • Free to consumer
    • Ad / sponsor funded
    • Timely, trusted, personalised content
    www.rummble.com
  • 20. MobGeo – location aware mobile coupons www.mobgeo.com
  • 21. Locatik – location based social networking www.locatik.com
  • 22. “ Location Broking” with Fire Eagle from Yahoo! www.fireeagle.com
  • 23. New Friend View service from Nokia Consumers first need to understand the benefits of a location service friendview.nokia.com
  • 24. Andrew Grill www.andrewgrill.com/contact Follow the latest news at www.london-calling.org.uk http://LBS.andrewgrill.com Twitter: @andrewgrill

×