Location Aware
Advertising
Workshop
April 14, 2008
Location: Communication & Multimedia Design (Hogeschool Rotterdam)
1

Revi Körnmann
User Experience Designer
Martijn de Visser
Competence Lead
2

Agenda
• Lost Boys
• Location Awareness
• Location Based Services
• Location Aware Advertising
• Assignment
• Highlights
3

5

The way I see it:
User Experience Design acts on
moments, spaces and contexts in
which interactions take place
between brands and target groups.
5

6

The way I see it:
Location Awareness tells us
everything about those three
dimensions, and enables us to design
highly relevant and personal user
experiences.
6

7

An introduction to
Location Awareness
Location Based Services
• Environment and navigation
• Consumption
• Social and shared
7

Location Based Services:
Environment and navigation
8

Location Based Services:
Environment and navigation
user application
8

Location Based Services:
Environment and navigation
USER DEMAND
user application
8

Location Based Services:
Environment and navigation
USER DEMAND
user application
PERS TENT
ONAL CON
8

9

10

11

12

13

14

15

16

17

18

RR tags can be inserted anywhere, are permanent and are potentially very low
cost. Gentag’s focus is on hybrid geolocation technologies that combine GPS, RR
tags and RFID sensors with cell phones, PDAs or other web-accessible wireless
technologies to enable low cost real time highly accurate wireless tracking and
sensing for virtually any industrial, consumer or Government application.
19

RR tags can be inserted anywhere, are permanent and are potentially very low
cost. Gentag’s focus is on hybrid geolocation technologies that combine GPS, RR
tags and RFID sensors with cell phones, PDAs or other web-accessible wireless
technologies to enable low cost real time highly accurate wireless tracking and
sensing for virtually any industrial, consumer or Government application.
19

20

Location Based Services:
Consumption
21

Location Based Services:
Consumption
user
$ business
21

Location Based Services:
Consumption
USER DEMAND
user
$ business
21

Location Based Services:
Consumption
USER DEMAND
user
$ business
PERS TENT
ONAL CON
21

22

23

Crowd control
24

Location Based Services:
Social and shared
25

Location Based Services:
Social and shared
user contacts
25

Location Based Services:
Social and shared
INPUT
user contacts
25

Location Based Services:
Social and shared
INPUT
user contacts
SHARE
D CONTENT
25

26

Informatie & dienstverlening:
Sociaal en gedeeld
27

28

Location Aware Advertising
• Push advertising
• Relevant and personal
29

Location Awareness
Location Aware Advertising
• Push advertising
• Relevant and personal
29

Location Aware Advertising:
Push advertising
30

Location Aware Advertising:
Push advertising
business $ consumers
30

Location Aware Advertising:
Push advertising
FOCUS GROUP
TRACKING
business $ consumers
30

Location Aware Advertising:
Push advertising
FOCUS GROUP
TRACKING
business $ consumers
UNEXPECTED
MARKETING
30

31

Location Aware Advertising:
Relevant & Personal
32

Location Aware Advertising:
Relevant & Personal
user
$ business
32

Location Aware Advertising:
Relevant & Personal
PERMITTED
AWARENESS
user
$ business
32

Location Aware Advertising:
Relevant & Personal
PERMITTED
AWARENESS
user
$ business
PERSONAL
MARKETING
32

33

34

35

36

Tips
•Let content overrate privacy
•Let user have control of location awareness
•Communicate privacy ethics
•Empower the users with a form of management
37

Opdracht
‘Sketch a Location Aware Advertising concept,
acceptable to the user.’
Branche: Zone: Technologie:
•Uitzendbureau •Lokaal •GPS
•Goed doel •Regionaal •Bluetooth
•Evenement •Nationaal •WAP
•Tourisme •Internationaal •Triangulation
•F.M.C.G. •Globaal •RFID
•Kedingmerk •Internet
38

Assignment
1. Group in teams from 3 to 5 members each
2. Scetch a scenario of a user interacting with a
Location Aware Advertising concept.
3. Post it on your blog and credit your team
members
4. Post the url as a comment to the
workshoppage at uxdaily.com
39

Thnx a bunch!
Revi Körnmann
revi.kornmann@lostboys.nl
Martijn de Visser
martijn.devisser@lostboys.nl
www.lostboys.nl
40