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InnoEurope presentation Tallinn
 

InnoEurope presentation Tallinn

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Presentation by Andew Grill at InnoEurope in Tallinn

Presentation by Andew Grill at InnoEurope in Tallinn

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    InnoEurope presentation Tallinn InnoEurope presentation Tallinn Presentation Transcript

    • The Future of Location-Aware Advertising Andrew Grill, Mobile Advertising Evangelist - Gigafone Annual Innovation Conference InnoEstonia 2008
    • Introduction www.London-Calling.org.uk
    • 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?
    • 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?
    • The cost breakdown…
      • 50,000 users
      • 10 days
      • 8 hours
      • 12 polls/hr
      • € 0.10 per poll
      • € 4.8m
      ALMOST 5 MILLION Euros!
    • What is mobile advertising? How does location enhance mobile advertising?
    • 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
    • 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??
    • Mobile advertising today
    • Or….we ask the user’s permission and preference Dynamic location information can enhance the user experience
    • 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
    •  
    • 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
    • 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
    • Google Maps – now with sponsored links www.google.com/gmm
    • WiFi location – Skyhook Wireless www.skyhookwireless.com
    • Blogloc – post your location on a blog www.blogloc.com
    • Shozu + Flickr = geotagged photos m.shozu.com www.flickr.com
    • Rummble – location based social networking
      • Free to consumer
      • Ad / sponsor funded
      • Timely, trusted, personalised content
      www.rummble.com
    • MobGeo – location aware mobile coupons www.mobgeo.com
    • Locatik – location based social networking www.locatik.com
    • “ Location Broking” with Fire Eagle from Yahoo! www.fireeagle.com
    • New Friend View service from Nokia Consumers first need to understand the benefits of a location service friendview.nokia.com
    • Andrew Grill www.andrewgrill.com/contact Follow the latest news at www.london-calling.org.uk http://LBS.andrewgrill.com Twitter: @andrewgrill