What Ad Agencies want for Location Enhanced Advertising

What advertisers want from location based providers
Dirk Shaw, SVP – Digital Influence

Where does Digital Influence fit in @ Ogilvy

Why are we getting excited about location based services.
http://farm3.static.flickr.com/2767/4118268857_55e417f3cb.jpg

Augment traditional advertising and PR

A new way to extend
loyalty.

Bridges retail with point of
sale.

It allows us to do really cool stuff.

How can you help?
Make it sell
Make it easy
Make it reward
Make it seamless

Make it sell

But we need to increase relevance.

Move from anonymous “check in” to tailored experience.

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

Affinity..
Make point of sale redemption more accessible.

Make it reward

Extend existing programs. Notcreate new ones.

Use data to reward people based on what they are interested in.
Recommended rewards near you
20% off all things in the cycling department

Use new methods besides transactions to earn rewards.

Make it easy

Each location can have dozens of platforms to manage check in data
Compare existing model versus ideal

Better way to manage location content across platforms.
Location based content management
Compare existing model versus ideal

Location analytics beyond check in.

Make it Seamless

Connecting GPS with in store location.

In Summary
Looking for better ways to increase relevance of location based offers.
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.

CONTACT
Dirk Shaw
Senior Vice President, 360 Digital Influence
MOBILE+1404.931.5173
EMAILdirk.shaw@ogilvypr.com
BLOGdirkshaw.com
TWITTER@dirkmshaw

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What Ad Agencies want for Location Enhanced Advertising

by Dirk shaw on Sep 14, 2010

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What Ad Agencies want for Location Enhanced Advertising — Presentation Transcript