Camerjam navteq mobile automotive masterclasses

460 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
460
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Camerjam navteq mobile automotive masterclasses

  1. 1. Using Location in Mobile Advertising Mandeep Mason Dpt. Sales Director, Advertising, EMEA
  2. 2. Smartphone usage is on the rise sharply 39% of UK consumers use 75% smartphone user smartphones today. by 2015. penetration in the UKData is from the July 2010 Credit Suisse report titled "Convergence 2010: The Wireless Web World." 1,050 US consumers were surveyed in 2010.
  3. 3. Mobile is set to outstrip desktop Internet usage 2,500 2,000 1,500 Mobile Internet UsersInternet Users (MM) Desktop Internet Users 1,000 500 0 2007 2008 2009 2010 2011E 2012E 2013E 2014E 2015E Source: Morgan Stanley Research
  4. 4. Consumers willing to share location information Consumers are increasingly sharing their location in exchange for location-relevant content & services Come by the.. I’m here in…. Come by the.. I’m currently at… I’m here in…. I will be at the…. by the.. Come I will be at the…. I’m here in…. I’m here in…. I will be at the…. I’m currently at… Come by the.. Come by the.. I’m currently at… I will be at the…. I’m here in….Jan. 2011 Cross-Tab Marketing Services Report. Microsoft, “Location Based ServicesUsage & Perceptions Survey”
  5. 5. Mobile mapping usage growing over 80% YOY, 7m+ UK users
  6. 6. How location is being leveraged by mobile services Extending value and improving experiences for the user Helping to locate and get to physical outlets/ destinations Cross-selling other services Improving advertising experiences
  7. 7. Consumers find location-based offers valuable 83% of consumers in the UK find location-based offers & information valuable.Jan. 2011 Cross-Tab Marketing Services Report. Microsoft, “Location Based ServicesUsage & Perceptions Survey”
  8. 8. Dramatic increases in mobile ad spend UK market grows 116% to £86m in 2010 – led by Display & SearchIAB & PWC Mobile Ad Spend Study, March 2011
  9. 9. Several Automotive brands already contributing to this growth Driving traffic to mobile sites & stimulating app downloads Vehicle brochures/ information Vehicle Configurators Dealer locator services Test drive requests Providing downloadable mobile content Generally building and maintaining brand awareness 8
  10. 10. Online vs. physical retail sales What % of all retail purchases in Europe occur at brick and mortar locations?
  11. 11. 97% of retail sales are still through physical storesForrester Research Online Retail Forecast 2010 to 2015
  12. 12. Mobile is becoming an effective footfall driver 41% of consumers take action, such as redeeming a coupon or entering the store advertised, due to location-based ads on their mobile device.Jan. 2011 Cross-Tab Marketing Services Report. Microsoft, “Location Based ServicesUsage & Perceptions Survey”
  13. 13. LOCATION-BASED CONTENT, OFFERS & INFORMATION APPLY AUDIENCE PROFILING AND OTHER MEDIA TARGETING FEATURES APPS MESSAGING DISPLAY / SEARCH POINTS OF INTEREST FROM: PEUGEOT THE NEW PEUGEOT RCZ SPORT COUPE, ONLY £299 PER MONTH – ADDITIONAL DISCOUNTS AVAILABLE DURING SEPTEMBER. BOOK YOUR TEST DRIVE TODAY BY CALLING 0800100100 CLICK URL FOR A DOWNLOADABLE MOBILE BROCHURE WWW.M.PEUGEOT.COM *Example OnlyINFORM ENGAGE REWARD SHARE NAVIGATE DRIVE OBJECTIVES & ROI
  14. 14. Opportunities created by ‘geo-fencing’ mobile advertising • Improve relevance and context for consumers • Improve effectiveness of media spend • Localise advertising creative • Tailor information/ offers by location • Target strategic locations (not just your own)
  15. 15. Mobile ad networks are growing reach & targeting features
  16. 16. Example user journey & campaign options Ovi Maps Banner Ad Landing Page Map Page Navigation (Weather example) Click to call Homepage Click to WAP/WEB •Click to drive •Click to walk & Routing Click to Map •Click to save 1
  17. 17. Case study: Peugeot Promoting RCZ Sport Coupe for €299 per month. The campaign pinpointed the nearest auto dealer for a test drive and offered click to call to nearest dealer. Targeted a 5 mile radius around 428 auto dealerships in total. 1
  18. 18. Case study: Peugeot Peugeot RCZ Sport Coupe Results 1.25% CTR (industry average = 0.49%) Of those who clicked: 29% post click engagement 640 phone calls to auto dealerships 1
  19. 19. Case Study: Suzuki • Informing users about the Maruti SX4 diesel and encouraging experiences at their nearest dealer, as well as access to the mobile website • Targeted 486 dealers • Targeted 5 Miles around each dealership 3.3% CTR (industry average = 0.49%*) Of those who clicked: 11.5% clicked to site 34.5% clicked to map
  20. 20. Case study: Europcar • Informing consumers about nearest Europcar booking and pick-up points, as well as special promotional offers. 3% click-through rate Of users who clicked through: 12% selected the click-to-call option 33% selected the click-to-map option • Over 400 calls generated • Over 100 in branch visits recorded
  21. 21. In summary: LBA can help effectively drive several objectives Increase footfall to dealerships Promote product launches/ releases Sustain in market brand presence Drive lead generation/ registrations Drive site traffic/ app downloads Promote brand events
  22. 22. 2
  23. 23. Questions or ideas? Good advertising moves people. Great advertising moves with them. www.navteqmedia.com Mandeep Mason mandeep.mason@navteq.com @navteqmedia

×