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Location targeting is putting mobile
                                            advertising on the map
                  ...
are viewed by
                                      over 100 million users every day.




© 2009 NAVTEQ. All rights reserv...
On average over 1.2 Million
                                      Nokia phones sold every day




© 2009 NAVTEQ. All right...
Navigating Consumers
                                       To Your Front Door




© 2009 NAVTEQ. All rights reserved.
© 2009 NAVTEQ. All rights reserved.
                                      Why location?
                                  ...
© 2009 NAVTEQ. All rights reserved.
                                      6
And Provide Solutions




© 2009 NAVTEQ. All rights reserved.
                                      7
We Map the World




© 2009 NAVTEQ. All rights reserved.
                                      8
You are here!


                         The Grand,
                         97-99 King's
                         Road, B...
© 2009 NAVTEQ. All rights reserved.
                                      10
© 2009 NAVTEQ. All rights reserved.
                                      11
© 2009 NAVTEQ. All rights reserved.
                                      12
© 2009 NAVTEQ. All rights reserved.
                                      13
Modern Solutions




© 2009 NAVTEQ. All rights reserved.
Why Location?
The widespread integration of GPS into mobile phones has (finally)
unlocked the door for Location Based Adve...
Display Advertising


                                      On Device
                                      Marketing

   ...
In application advertising


                                      • Nokia is seeing over 1.7m downloads a day
           ...
Case study | Nike targets football fans



     Pan-European mobile
     display campaign on
     Nokia.mobi
             ...
Content Channels with Select Premium Publishers




© 2009 NAVTEQ. All rights reserved.
Mobile internet usage is still growing

 14,000,000

 13,000,000

 12,000,000

 11,000,000

 10,000,000

   9,000,000

   ...
Nokia research: Mobile internet usage patterns
                                                       Where are you when y...
Nokia research: Ad funding content services

                                                         13%        12%
     ...
Overall Acceptability Of Ads

                                      Very Acceptable


                                    ...
© 2009 NAVTEQ. All rights reserved.
                                      24
© 2009 NAVTEQ. All rights reserved.
                                      25
NAVTEQ Direct Access Enhances your Location Experience


                                                            Direc...
Our Extensive Reach
   In Dash Vehicle
   Virtually every major auto manufacturer and system vendor use NAVTEQ® maps in th...
POI Search – Example on Portable Navigation Device

                              79% of navigation owners look up a POI
 ...
€



  Location Based Advertising is a powerful mobile advertising service
  which combines proximity, contextual and demo...
© 2009 NAVTEQ. All rights reserved.   30
© 2009 NAVTEQ. All rights reserved.   31
© 2009 NAVTEQ. All rights reserved.
                                      32
© 2009 NAVTEQ. All rights reserved.
                                      33
© 2009 NAVTEQ. All rights reserved.
                                      34
© 2009 NAVTEQ. All rights reserved.
                                      35
© 2009 NAVTEQ. All rights reserved.
                                      36
© 2009 NAVTEQ. All rights reserved.
                                      37
© 2009 NAVTEQ. All rights reserved.
                                      38
Click to call




© 2009 NAVTEQ. All rights reserved.
                                                      39
© 2009 NAVTEQ. All rights reserved.
                                      40
Click to web/wap




© 2009 NAVTEQ. All rights reserved.
                                                         41
© 2009 NAVTEQ. All rights reserved.
                                      42
Click to map




© 2009 NAVTEQ. All rights reserved.
                                                     43
© 2009 NAVTEQ. All rights reserved.
                                      44
Click for info




© 2009 NAVTEQ. All rights reserved.
                                                       45
Click to route




© 2009 NAVTEQ. All rights reserved.
                                                       46
Routing!




© 2009 NAVTEQ. All rights reserved.
                                                 47
NAVTEQ LocationPoint™ – McDonald’s Case Study


                                      “...with NAVTEQ’s LocationPoint
    ...
NAVTEQ LocationPoint™ Advertising

• Hyper-local

• Compelling

• Integrated

• Easy to buy

• Results-oriented




  © 20...
NAVTEQ LocationPoint™ other examples




              uLocate on iPhone       Nobex on Blackberry   Loopt on iPhone




©...
LBA Online – maps.ovi.com




                                                              300x250 example



           ...
A Sample Of Our Advertisers




© 2009 NAVTEQ. All rights reserved.
© 2009 NAVTEQ. All rights reserved.
Good advertising moves people.
   Great advertising moves with them.


                    Twitter: @navteqmedia



      ...
© 2009 NAVTEQ. All rights reserved.
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Location targeting - Putting mobile advertising on the map, Mandeep Mason, Navteq

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Maximising relevance has become a mantra for forward thinking brands and their agencies. In this session we will explain how location can add new layers of context to consumer behaviour, resulting in ad targeting that drives deeper, more immediate engagement and action from consumers.

Based on Navteq's most recent research, we will look at the acceptance of location based ads from a consumer perspective, their behaviour with location enabled apps and the clear opportunities emerging for brands. To round off the session we'll look into some real life examples of location based campaigns in the market today, and set out some guidelines for brands and agencies to start getting involved.

Published in: Business, Technology

Location targeting - Putting mobile advertising on the map, Mandeep Mason, Navteq

  1. 1. Location targeting is putting mobile advertising on the map Mandeep Mason, Deputy Advertising Sales Director EMEA © 2009 NAVTEQ. All rights reserved.
  2. 2. are viewed by over 100 million users every day. © 2009 NAVTEQ. All rights reserved.
  3. 3. On average over 1.2 Million Nokia phones sold every day © 2009 NAVTEQ. All rights reserved.
  4. 4. Navigating Consumers To Your Front Door © 2009 NAVTEQ. All rights reserved.
  5. 5. © 2009 NAVTEQ. All rights reserved. Why location? 5
  6. 6. © 2009 NAVTEQ. All rights reserved. 6
  7. 7. And Provide Solutions © 2009 NAVTEQ. All rights reserved. 7
  8. 8. We Map the World © 2009 NAVTEQ. All rights reserved. 8
  9. 9. You are here! The Grand, 97-99 King's Road, Brighton, BN1 2FW 530595,10408 © 2009 NAVTEQ. All rights reserved. 9
  10. 10. © 2009 NAVTEQ. All rights reserved. 10
  11. 11. © 2009 NAVTEQ. All rights reserved. 11
  12. 12. © 2009 NAVTEQ. All rights reserved. 12
  13. 13. © 2009 NAVTEQ. All rights reserved. 13
  14. 14. Modern Solutions © 2009 NAVTEQ. All rights reserved.
  15. 15. Why Location? The widespread integration of GPS into mobile phones has (finally) unlocked the door for Location Based Advertising • 240 million GPS enabled handsets shipped in 2009 alone • GPS is the most desired handset function in Western Europe • 94% of consumer purchases are still made at brick and mortar locations • Mobile Mapping Usage UK is growing 86% year on year Mobile Maps Users (000) Feb-2009 Feb-2010 % Change EU5 12,530 21,099 68% UK 3,070 5,700 86% Germany 2,159 3,870 79% Spain 1,830 3,132 71% France 2,272 3,518 55% Italy 3,198 4,879 53% Sources: Strategy Analytics ComScore © 2009 NAVTEQ. All rights reserved. © 2009 NAVTEQ. All rights reserved. Javelin Strategy and Research 15
  16. 16. Display Advertising On Device Marketing Consumer Context Carrier CRM Data Behavior and Location © 2009 NAVTEQ. All rights reserved. © 2009 NAVTEQ. All rights reserved. 16
  17. 17. In application advertising • Nokia is seeing over 1.7m downloads a day through Ovi Store. • On average, each registered user has downloaded almost (12) items from Store since the launch of the service. • New users are up in Jan more than 100% month- on-month from Dec. • Shazam, the music identification service, was being downloaded in 123 countries shortly after launch • Supported by 100 separate Nokia devices • Active users from more than 180 countries © 2009 NAVTEQ. All rights reserved.
  18. 18. Case study | Nike targets football fans Pan-European mobile display campaign on Nokia.mobi Average 7% CTR, 33% on some sites More than 200,000 Nike T90 Football Games downloaded © 2009 NAVTEQ. All rights reserved.
  19. 19. Content Channels with Select Premium Publishers © 2009 NAVTEQ. All rights reserved.
  20. 20. Mobile internet usage is still growing 14,000,000 13,000,000 12,000,000 11,000,000 10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 MAY JUL SEP NOV JAN MAR MAY JUL SEP NOV JAN MAR MAY JUL SEP NOV JAN MAR MAY JUL SEP NOV 2006 2006 2006 2006 2007 2007 2007 2007 2007 2007 2008 2008 2008 2008 2008 2008 2009 2009 2009 2009 2009 2009 Source: Comscore 3 month rolling average © 2009 NAVTEQ. All rights reserved.
  21. 21. Nokia research: Mobile internet usage patterns Where are you when you access internet on your mobile phone? Currently Using 69% At home At work While travelling While socialising 53% 46% 76% 31% What sort of time of the day do you typically access internet on your mobile phone? Before Early Late Early Late Breakfast Lunch Afternoon In bed breakfast morning morning evening evening 42% 40% 35% 39% Weekday 31% 28% 39% 38% 37% Weekend 26% 32% 26% 23% 13% 12% 19% 11% 11% Question: B12, B13 n = 1,874 Nokia Corporation/ Kadence UK Ltd: Quantitative Scoping, Sep 2009 © 2009 NAVTEQ. All rights reserved. 21
  22. 22. Nokia research: Ad funding content services 13% 12% 9% More 8% positive than In general how do you feel general about having adverts help opinion fund a mobile service? 2% Rejecters 0% 18% 82% Less General -1% -1% positive Acceptance than Maps Mobile Maps Maps Video Personal general 82% on Downloading on turn by Watching Mobile opinion Screen Route turn Email Walk Maps IM Accepters turn by turn Drive Question: G1 n = 385, G2 n = 144, G3 n = 190, G4 n = 198, G5 n = 84, G6 n = 238, G7 n = 152, G8 n = 145, G9 n = 145 Nokia Corporation/ Kadence UK Ltd: Quantitative Scoping, Sep 2009 © 2009 NAVTEQ. All rights reserved. 22
  23. 23. Overall Acceptability Of Ads Very Acceptable 72% Somewhat Acceptable say the ads are acceptable Neither Acceptable Nor Unacceptable Somewhat Unacceptable Very Unacceptable Base: Total (757) Q1. The ads shown on your Garmin nuvi® device are in exchange for the free lifetime traffic service included with your device. Generally, how acceptable is it to you to have the ads show up on your device? © 2009 NAVTEQ. All rights reserved. 23
  24. 24. © 2009 NAVTEQ. All rights reserved. 24
  25. 25. © 2009 NAVTEQ. All rights reserved. 25
  26. 26. NAVTEQ Direct Access Enhances your Location Experience Direct Access is a program dedicated to ensure accurate and comprehensive inclusion of POI locations in the NOVOTEL LONDON NAVTEQ® Map 53 Southwark Bridge Road, London Direct Access locations are distributed to hundreds of our mapping customers Our maps are viewed more than 100 million times a day © 2009 NAVTEQ. All rights reserved.
  27. 27. Our Extensive Reach In Dash Vehicle Virtually every major auto manufacturer and system vendor use NAVTEQ® maps in their products. Portable Navigation Devices (PND) The foremost PND manufacturers in the world choose NAVTEQ. Wireless The leading global wireless brands choose NAVTEQ maps to help power their location-enabled devices. © 2009 NAVTEQ. All rights reserved.
  28. 28. POI Search – Example on Portable Navigation Device 79% of navigation owners look up a POI (Point of Interest) at least once a month*. *NAVTEQ Research, November 2007 © 2009 NAVTEQ. All rights reserved.
  29. 29. € Location Based Advertising is a powerful mobile advertising service which combines proximity, contextual and demographic targeting with location-based advertising engagement. © 2009 NAVTEQ. All rights reserved.
  30. 30. © 2009 NAVTEQ. All rights reserved. 30
  31. 31. © 2009 NAVTEQ. All rights reserved. 31
  32. 32. © 2009 NAVTEQ. All rights reserved. 32
  33. 33. © 2009 NAVTEQ. All rights reserved. 33
  34. 34. © 2009 NAVTEQ. All rights reserved. 34
  35. 35. © 2009 NAVTEQ. All rights reserved. 35
  36. 36. © 2009 NAVTEQ. All rights reserved. 36
  37. 37. © 2009 NAVTEQ. All rights reserved. 37
  38. 38. © 2009 NAVTEQ. All rights reserved. 38
  39. 39. Click to call © 2009 NAVTEQ. All rights reserved. 39
  40. 40. © 2009 NAVTEQ. All rights reserved. 40
  41. 41. Click to web/wap © 2009 NAVTEQ. All rights reserved. 41
  42. 42. © 2009 NAVTEQ. All rights reserved. 42
  43. 43. Click to map © 2009 NAVTEQ. All rights reserved. 43
  44. 44. © 2009 NAVTEQ. All rights reserved. 44
  45. 45. Click for info © 2009 NAVTEQ. All rights reserved. 45
  46. 46. Click to route © 2009 NAVTEQ. All rights reserved. 46
  47. 47. Routing! © 2009 NAVTEQ. All rights reserved. 47
  48. 48. NAVTEQ LocationPoint™ – McDonald’s Case Study “...with NAVTEQ’s LocationPoint We can contextualise our promotions Promote the €1 and bring customers to the door...” cheeseburger and drive Tomi Wirtanen, Head of Marketing, McDonald’s Finland traffic to the nearest store Click-to-Map functionality was most • Average 7% CTR used >> location • 39% Map engagement information was from campaign page important to the users • Capped to 5 mile radius © 2009 NAVTEQ. All rights reserved.
  49. 49. NAVTEQ LocationPoint™ Advertising • Hyper-local • Compelling • Integrated • Easy to buy • Results-oriented © 2009 NAVTEQ. All rights reserved.
  50. 50. NAVTEQ LocationPoint™ other examples uLocate on iPhone Nobex on Blackberry Loopt on iPhone © 2009 NAVTEQ. All rights reserved.
  51. 51. LBA Online – maps.ovi.com 300x250 example • Inventory now available at detail container spot • Millions of unique users per month and growing • Creative specs: 300x250 © 2009 NAVTEQ. All rights reserved. 51
  52. 52. A Sample Of Our Advertisers © 2009 NAVTEQ. All rights reserved.
  53. 53. © 2009 NAVTEQ. All rights reserved.
  54. 54. Good advertising moves people. Great advertising moves with them. Twitter: @navteqmedia Mandeep Mason Deputy Sales Director, EMEA mandeep.mason@navteq.com 07791 460624 © 2009 NAVTEQ. All rights reserved.
  55. 55. © 2009 NAVTEQ. All rights reserved. 55

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