What advertisers want from location based providers<br />Dirk Shaw, SVP – Digital Influence<br />
Where does Digital Influence fit in @ Ogilvy<br />
Why are we getting excited about location based services. <br />http://farm3.static.flickr.com/2767/4118268857_55e417f3cb....
Augment traditional advertising and PR<br />
A new way to extend<br />loyalty.<br />
Bridges retail with point of <br />sale.<br />
It allows us to do really cool stuff.<br />
How can you help?<br />Make it sell<br />Make it easy <br />Make it reward<br />Make it seamless<br />
Make it sell<br />
But we need to increase relevance.<br />
Move from anonymous “check in” to tailored experience.<br />
Tailor content based on data. Not simply what peers think..<br />
Affinity..<br />Make point of sale redemption more accessible.<br />
Make it reward<br />
Extend existing programs. Notcreate new ones.<br />
Use data to reward people based on what they are interested in.<br />Recommended rewards near you<br />20% off all things ...
Use new methods besides transactions to earn rewards.<br />
Make it easy<br />
Each location can have dozens of platforms to manage check in data<br />Compare existing model versus ideal<br />
Better way to manage location content across platforms.<br />Location based content management<br />Compare existing model...
Location analytics beyond check in. <br />
Make it Seamless<br />
Connecting GPS with in store location.<br />
In Summary<br />Looking for better ways to increase relevance of location based offers.<br />We would rather focus on high...
CONTACT<br />Dirk Shaw<br />Senior Vice President, 360 Digital Influence<br />MOBILE+1404.931.5173<br />EMAILdirk.shaw@ogi...
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What Ad Agencies want for Location Enhanced Advertising

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  • It is a form of loyaltyBridge and bridge between retail
  • Situation: Currently the check in is the trigger.. but besides what people in your network think is useful.. marketers at this point dont have a good way to leverage historical, behaviroal or simple interest based data to increase relevance.- example of foursquare offer for a place that is not of interest to me.- Solution: May be discrete app that use Facebook, CRM and opt in overlays to location
  • People are raising their hand to say I am here.How are you tailoring their experience. We have opportunity to move from anonymous to tailored
  • LoyaltyDon’t want two.. Want to leverage crm
  • Do you believe the web is dead and we will all consume content and interact with one another in small curated apps? If so then this begs the argument for some standards in location based data across platforms. For the most part if a brand wants to engage people thru location based services they either have to select one and work within their data types, create content across a multiple or develop a branded app or their own.
  • Situation: If you believe the web is dead and we will all consume in small curated appsChallenge: the increasing number of apps makes it difficult to manage LBDThoughtsEnables long tail of apps
  • Situation: If you believe the web is dead and we will all consume in small curated appsDo you believe the web is dead and we will all consume content and interact with one another in small curated apps? If so then this begs the argument for some standards in location based data across platforms. For the most part if a brand wants to engage people thru location based services they either have to select one and work within their data types, create content across a multiple or develop a branded app or their own.Challenge: the increasing number of apps makes it difficult to manage LBDThoughtsEnables long tail of apps
  • situation: so you know you have over 200 check in&apos;s but for a retail establishment you have no clue if they entered store, what isles they walked down etc.
  • What Ad Agencies want for Location Enhanced Advertising

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

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