Servicios de localización: nuevas tendencias_Navteq_mfc10

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  • Switch to NN4D.com website App Warehouse URL - App Warehouse Launch page - http://www.nn4d.com/appwarehouse/landing.doMimmis will have 1st URL tee’d up for Marc to talk to Announcing the NAVTEQ App WarehouseGives NAVTEQ partners and customers exclusive access to high-quality and innovative LBS apps that use NAVTEQ’s data and LPA NAVTEQ Customer BenefitsCreate value for your customers by finding new cutting-edge apps – created by NN4D members – to deployNN4D Developer BenefitsEnables developers to get their applications in front of NAVTEQ’s extensive customer and partner base worldwideDevelopers are part of NAVTEQ’s ecosystemCustomers can have confidence in the quality of the applicationsExamples: TaxiPal, the 2009 Global LBS Challenge CHAMPION; GPS Alien Attack, 2010 Global LBS Challenge FinalistEasy way to find compelling NAVTEQ-based applicationsHighly visual online catalog of apps from around the worldApplications for a variety of platformsSearch in one place instead of going to several different app storesSearch for apps according to various criteria – platforms, languages, regional availability, and moreNAVTEQ introduces buyers and developersWhen a buyer finds a possible app for his store, device or channel, NAVTEQ provides an introduction between the buyer and the app developer to enter into offline negotiationsNo online sale or revenue sharingFree of charge and easy to use

Transcript

  • 1. Adding Innovation, New technologies
    and Advertising into the LBS Ecosystem
    Pia Vuohelainen
  • 2. NAVTEQ AppWarehouse-
    Innovation- ReadytogoCommercial
    A New Source for Revenues – LocationBasedAdvertising
    New Technologies toBuildVisual Products
  • 3. NAVTEQ Network for Developers™ (NN4D)
    Location-based Solution Development
    Business Development & Partnering
    Marketing
    Sample Map Data & Content
    NN4D Partner Zones
    Global LBS Challenge®
    New launch
    Pedestrian Content
    New launch
    Rich Content
    Visual Content
  • 4. The NAVTEQ App Warehouse
  • 5. Live demo of the App Warehouse
  • 6. NAVTEQ AppWarehouse-
    Innovation- ReadytogoCommercial
    A New Source for Revenues – LocationBasedAdvertising
    New Technologies toBuild Visual Products
  • 7. 7
    How does location improve mobile ads?
  • 8. 8
    51% of Consumers willing to accept LBA ads
    Q: Are you willing to share your current location to receive more relevant advertising?
    51% of the On-The-Go Audience is willing to share their current location to receive more relevant advertising.
    • Men are more willing to share location to compared to women 54% Vs. 42%
    • 9. 25-34 and 35-44 age ranges showed most willingness
    Q: What location-based advertising most appeals to you while on the go?
    Source: JiWire, Q2 2010
  • 10. 9
    Devices
    In-vehicle
    PC
    PND
    Mobile
    • Geo targeting using IP data applied to existing ad formats
    • 11. Real time and dynamic connectivity
    • 12. Search, display and video based formats
    • 13. Unique opportunity to achieve lifetime value
    • 14. Mainly one way frequency use
    • 15. Search/ POI logo based interface
    • 16. Updates made via new DVD release
    • 17. Unique opportunity to achieve lifetime value
    • 18. Mainly one way frequency use
    • 19. Search/ POI logo based interface
    • 20. Updates made via USB connectivity
    • 21. Geo targeting applied to existing and new ad formats using GPS
    • 22. Devices, sites and applications all offering real time and dynamic connectivity
    • 23. Attributes of mobile allow for ‘click to purchase’ user journey
    Scale & Measurability
    • These device categories are well established and each vertical addresses millions of users in the UK
    • 24. The ad experience and level of interactivity varies by device vertical
    • 25. The growth in mobile mapping usage will create a scalable eco system for Location Based Advertising
  • 10
    Units
    POIs
    Branded POIs
    Coupons
    LBA
    • Discovery from main menu or search categories
    • 26. Most POI’s can be navigated to directly by clicking on the listing.
    • 27. Results served by proximity of device
    • 28. Usually requirement is list of store addresses (inc. lat/ long)
    • 29. Discovered in key content sections within mobile applications
    • 30. Adverts are fully interactive and offer several methods for engagement
    • 31. Results often served by proximity of device and relevance for user
    • 32. Usually requirement is list of store addresses (inc. lat/ long), plus associated mobile creative
    • 33. Discovery from main menu or search categories, or directly on map
    • 34. Most POI’s can be navigated to directly by clicking on the listing
    • 35. Results served by proximity of device
    • 36. Usually requirement is list of store addresses (inc. lat/ long) plus a suitable brand logo
    • 37. Often discovered as part of LBA post click experience
    • 38. Various formats possible including SMS, PayPoint and unique barcodes
    • 39. Additional developments will provide a localised offers wallet for users
    • 40. Requirements vary depending on level of tracking/ integration required
    Level of interactivity
    • Immediately addressable ad units exist in the market globally today for advertisers
    • 41. Certain devices are able to offer all units (e.g. mobile phones)
    • 42. The growth in transactional facilities via mobile phones will create a ‘closed loop’ ad experience very soon
  • 11
    Typical LBA campaign options
    Clicks-to-bricks
    Zonal
    • Campaign can be set-up around any UK address to develop a delivery zone – called ‘Vantage Point’
    • 43. The advertiser selects a radius range for ads to be displayed
    • 44. Users engage with ads and select an suitable interaction from a series of options
    • 45. Campaign set-up is focused around one or multiple physical business locations
    • 46. The advertiser selects a radius range for ads to be displayed
    • 47. Users engage with ads and select an suitable interaction from a series of options
    • 48. LBA is not only relevant for businesses with physical retail locations
    • 49. Zonal targeting, coupled with knowledge of retail distribution = powerful targeting for consumer goods companies
    • 50. Media wastage is reduced dramatically in both scenarios
    • 51. Multiple zones can be established for one advertiser/ campaign
  • Location Based Ads on Ovi Maps l User Flow
    Landing Page
    Click to call
    Click to WAP/WEB
    Click to Map
    Banner Ad
    (Michelin Guide example)
    Ovi Maps
    Homepage
    Map Page
    • Click to drive
    • 52. Click to walk
    Turn by Turn navigation to your location
  • 53. NAVTEQ LocationPoint™ l McDonald’s Case Study
    “...with NAVTEQ’s LocationPoint
    We can contextualise our promotions and bring customers to the door...”
    TomiWirtanen, Head of Marketing, McDonald’s Finland
    Promote the €1 cheeseburger and drive traffic to the nearest store
    Promote the €1 cheeseburger and drive traffic to the nearest store
    Click-to-Map functionality was most used >> location information was important to the users
    • Average 7% CTR
    • 54. 39% Map engagement from campaign page
    • 55. Average 7% CTR
    • 56. 39% Map engagement from campaign page
    More info @: http://www.navteqmedia.com/about-us/case-study/
  • 57. NAVTEQ LocationPoint™ l O2 Case Study
    “NAVTEQ LocationPoint provides an effective advertising channel to surprise and delight consumers with free tickets to a venue nearest them.”
    Liz Ward, Advertising Manager, O2
    UK campaign across Ovi maps premium sites eg: weather, events, Lonely Planet and others.
    Promote the €1 cheeseburger and drive traffic to the nearest store
    The campaign pinpoints music lovers with a chance to win tickets to their nearest O2 venue
    • Average 7% CTR
    • 58. 39% Map engagement from campaign page
    • 59. 2% CTR
    • 60. 19% Map engagement from campaign page
    • 61. 21% click to web
  • NAVTEQ AppWarehouse-
    Innovation- ReadytogoCommercial
    A New Source for Revenues – LocationBasedAdvertising
    New Technologies toBuildVisual Products
  • 62. NAVTEQ True Video