The Future of Location Based Advertising


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Delivered the presentation on 23 June 2011 at Smart Mobility Conference organized by IDA during CommunicAsia 2011 at Marina Bay Sands. We provide some recent trends in mobility, the different technologies about location based advertising, and provide some recent numbers from Chalkboard and also some metrics coming out from our campaign facilitated by Housing Development Board with Joo Chiat Complex.

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The Future of Location Based Advertising

  1. 1. The Future ofLocation Based Advertising Bernard Leong Co-Founder & CTO 1
  2. 2. “The three most important things in buying a home: Location, Location & Location” - Unknown 2
  3. 3. Mobility endows the user to discover, interactand engage with the environment around them. 3
  4. 4. How effective has been the consumer engagements with known platforms? 700M Users 180M Users 10M Users3B Shares / Day 155M Tweets/Day 3M Check-ins/Day Social Interactions escalate, amplify & distribute virally and in real-time. 4
  5. 5. Mobility extends the engagement of social interactions into location based services 5
  6. 6. Fusion of Online and Offline worlds with LocalVideo, Image and Augmented Reality services 6
  7. 7. Social E-Commerce on the Rise from Deals toPoint of Sales transactions using mobility and technology via NFC 7
  8. 8. How are the current results with locationbased services with respect to e-commerce? 83M subscribers US$3M / Day 16M bought Groupon in Mobile Payments (19% conversion)While it is booming in US, the payment options arevery limited in Asia as a whole and deals are only useful for customer acquistion. 8
  9. 9. Mobile Marketing &budget ($) Location Based ServicesMarketing Global Mid size companies Brands with country-wide ops Small Medium Businesses + Mom-Pop Shops # of companies 9
  10. 10. Mobile Advertising Networks vs Marketing Budgetsbudget ($)Marketing Why? Global Mid size companies Small Medium Businesses Brands with country-wide ops + Mom-Pop Shops # of companies 10
  11. 11. Challenges from Small & Medium Businesses Listings on Printed Media S$10K Annual Subscription Electronic Banner ~S$15-20K per month Note: 7 out of 10 consumers treat Short Messaging Services SMS marketing as S$0.15 per SMS spam in SG 11
  12. 12. Challenges from Small & Medium Businesses• Bridging the technology gap for the small and medium businesses that are left behind.• Understand their costs and the ROI.• Distribute the messages across different channels. 12
  13. 13. Can we overcome the challenge ofAverage Cost of Marketing per day costs low & affordable for SMEs? 1. Simple & Self-served model. S$300 2. Integrated with social media & basic analytics. 3. Distribution via 3rd party apps using a pull & not push. S$100 S$32 S$0.99 Electronic Banner Printed Media SMS Chalkboard Types of Media 13
  14. 14. On Mobile Phones SG Malls SG EventsInside Games Inside Applications You can also access via browsers on smartphones (iPhone, Android & Blackberry) using 14
  15. 15. On Websites 15
  16. 16. Global Statistics 23,585,714 Impressions 5,417,201 API Calls 6.42% 347,911Click-Thru Rate Clicks 16
  17. 17. 17
  18. 18. Largest Volume Area: MRT Stations & Markets Nearby ~1-2% Click Thru Rate per location 100K impressions per location 37 Local RetailersA Campaign to help small retailers ... 18
  19. 19. The Future is... SOLOCSocialize + Localize + Commercialize 19
  20. 20. Thank You & Watch this Space!Contact Me via bleongcw via Twitter or (at) 20