What advertising can do for mobile location based services
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What advertising can do for mobile location based services



Mobile Location service 2008. Optimising advertising fuelled services: What advertising can do for LBS

Mobile Location service 2008. Optimising advertising fuelled services: What advertising can do for LBS



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    What advertising can do for mobile location based services What advertising can do for mobile location based services Presentation Transcript

    • Perfecting Advertising in LBS Optimising Advertising Fuelled Services: What Advertising can do for LBS. Martin Wilson , CEO
    • About mobilePeople
      • Mobile People is the global leader in local mobile search and advertising solutions for directory publishers and media owners.
      • Today, the company is responsible for developing and operating mobile services for some of the worlds largest publishers.
      • They count; Eniro, Sensis, TDS, World Directories and Yell as just some of their customers.
        • Privately held, founded in 2002, now 50+ people
        • Products: integrated search, maps and advertising
        • Launched with publishers in 12 markets (8 languages)
        • Headquarter in Copenhagen (DK) with branch offices in London (UK), Melbourne (AUS) and Denver (US)
        • Merging with Local Matters Inc.
    • Topics
      • Future and the opportunity
      • Monetising: timing and exposure
      • Driving utility and appeal
      • Location: overrated
      • Consuming the offer
      • Just in time marketing
    • Mobile environment
      • Reality of ‘mobile’
      • device is very personal
      • communication medium
      • lifestyle orientated
      • user is paying (or perceives to be)
      • no-one ever reads a manual
      • device is generally difficult to use (relatively poor interface)
      • Consumers when ‘mobile’
      • typically want something
      • immediacy is often critical
      • patience and tolerance is far less
      • relevance is key
      • pulling information is not an issue
      • actionable is a pre-requisite
    • Convergence: ‘personal’ and ‘local’
    • Mobile advertising opportunity
    • Monetising: timing
      • Opportunity is real!
        • 330m mobile search users worldwide in 2007*
        • mobile search advertising revenues are estimated to be $63m in 2007*
      • Consumers are reacting to mobile marketing
        • Campaign performance is often higher than fixed online environment
      • Many have successful mobile advertising platforms
        • Admob Marketplace, Google Adsense, Nokia media network...
      • A few have combined local and context serving capabilities
        • mobilePeople, Amdocs ...
      *Source: eMarketer Inc. 2007
    • Monetising: exposure
      • Commercial opportunity is based on activity
        • Primary request
        • Context linked or associated (ontology or historic)
        • Actionable outcome
      • Three key commercial models will co-exist
        • Presence (sponsorship or tenancy)
        • Prominence (prioritised results – Content, Keyword or Location related)
        • Performance (user actions – Call, Click, Book, Buy…)
      • Inventory management
        • Self created (dedicated, batch migration)
        • Affiliated
        • Back-filled
    • Driving utility and appeal
      • Basics are key
        • Performance and usability
        • Comprehensive content
        • Relevance and contextual information
      • Features and functions enhance services and proven value
        • Features – search (who/what, where), results, details, map/route
        • Functions – call, book, buy, save, share
      • Monetised offerings can and will add appeal
        • Prominence advertising – supports decision
        • Presence advertising – supports comparison
        • Performance advertising – supports actions
    • Location: overrated
      • When is it relevant
        • Privacy is a consideration
        • Spam will always be unwelcome
        • Mobile internet is predominantly ‘pull’
      • What does it offer
        • Opportunity to inspire
        • Distressed and limited inventory and unique dynamic offers
        • Reason to repeat visit
    • Consuming the offer
      • Onward action is important
        • Consumers typically want something
        • Consumption is likely to be immediate
      • Empower the decision process
        • Seek to differentiate (graphic, content, prominence)
        • Consumers have greater satisfaction if they choose
      • Vouchers and coupons influence choice
        • Offers will support comparison
        • Type of offer will be important
        • Redemption needs to be simple and consistent
    • Just in time: impact
      • Intercept marketing holds significant opportunity
        • Pre-qualified audience, extreme targeting
        • Dynamic and flexible communication
        • Actionable, and auditable outcome
      • Successful application
        • Execution linked: directly, ontology or historic
        • Communication needs to be relevant
        • Post landing point is important
    • Considerations
        • Consumer perspective
            • huge audience to annoy
            • format and message is important
            • poor execution and reaction is likely to be adverse
        • Advertiser perspective
            • managing expectations, medium is largely unproven
            • execution challenges should not be under estimated
            • should not be in isolation, needs to be part of a campaign mix
            • demonstrating accountability is valuable
    • Summary
      • Deliver for the mobile consumer and environment
      • Air on side of caution when seeking to commercialise
        • Consider what will add value to the consumer
        • Recognise what will represent ROI for the advertiser
      • Support the consumer in their onward action
    • Thank you Martin Wilson , CEO e: martin@indigo102.com