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What advertisers want from
 location based providers
     Dirk Shaw, SVP – Digital Influence
Where does Digital Influence fit in @
              Ogilvy




                                        2
Why are we getting excited about
    location based services.
                http://farm3.static.flickr.com/2767/41182688...
Augment traditional
advertising and PR

                      4
A new way to extend
      loyalty.

                      5
Bridges retail with point of
           sale.

                           6
It allows us to do really cool
            stuff.

                             7
How can you help?
Make it sell

Make it easy

Make it reward

Make it seamless


                    8
Make it sell

               9
But we need to increase
relevance.




                          10
Move from anonymous “check
 in” to tailored experience.




                               11
Tailor content based on data. Not simply
            what peers think..




                                           12
• Affinity..

 Make point of sale redemption more
 accessible.




                                  13
Make it reward

                 14
Extend existing programs. Not create new
                  ones.




                                           15
Use data to reward
people based on
what they are
interested in.


                     Recommended rewards near you


    ...
Use new methods
besides transactions
to earn rewards.




                       17
Make it easy

               18
Each location can have dozens of
platforms to manage check in data




                                    19
Better way to manage location
  content across platforms.




   Location based content management




                   ...
Location analytics
beyond check in.       Action




                     Preference




                       Reach




...
Make it Seamless

                   22
Connecting GPS with in store location.




                                         23
24
25
26
In Summary
Looking for better ways to increase relevance of location based offer


We would rather focus on high value ser...
CONTACT


Dirk Shaw
Senior Vice President, 360 Digital Influence


MOBILE     +1404.931.5173
EMAIL      dirk.shaw@ogilvypr...
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Transcript of "Ogilvy"

  1. 1. What advertisers want from location based providers Dirk Shaw, SVP – Digital Influence
  2. 2. Where does Digital Influence fit in @ Ogilvy 2
  3. 3. Why are we getting excited about location based services. http://farm3.static.flickr.com/2767/4118268857_55e417f3cb.jpg 3
  4. 4. Augment traditional advertising and PR 4
  5. 5. A new way to extend loyalty. 5
  6. 6. Bridges retail with point of sale. 6
  7. 7. It allows us to do really cool stuff. 7
  8. 8. How can you help? Make it sell Make it easy Make it reward Make it seamless 8
  9. 9. Make it sell 9
  10. 10. But we need to increase relevance. 10
  11. 11. Move from anonymous “check in” to tailored experience. 11
  12. 12. Tailor content based on data. Not simply what peers think.. 12
  13. 13. • Affinity.. Make point of sale redemption more accessible. 13
  14. 14. Make it reward 14
  15. 15. Extend existing programs. Not create new ones. 15
  16. 16. Use data to reward people based on what they are interested in. Recommended rewards near you 20% off all things in the cycling department 16
  17. 17. Use new methods besides transactions to earn rewards. 17
  18. 18. Make it easy 18
  19. 19. Each location can have dozens of platforms to manage check in data 19
  20. 20. Better way to manage location content across platforms. Location based content management 20
  21. 21. Location analytics beyond check in. Action Preference Reach 21
  22. 22. Make it Seamless 22
  23. 23. Connecting GPS with in store location. 23
  24. 24. 24
  25. 25. 25
  26. 26. 26
  27. 27. In Summary Looking for better ways to increase relevance of location based offer We would rather focus on high value services then managing data. Extend existing rewards programs with new interactions. We are always seeking new partners to do cool things with. 27
  28. 28. CONTACT Dirk Shaw Senior Vice President, 360 Digital Influence MOBILE +1404.931.5173 EMAIL dirk.shaw@ogilvypr.com BLOG dirkshaw.com TWITTER @dirkmshaw 28
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