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. www.mobilepeople.com

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

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

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

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 ...

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

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

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

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

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

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

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

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