Perfecting Advertising in LBS Optimising Advertising Fuelled Services:  What Advertising can do for LBS. Martin Wilson , CEO
About mobilePeople <ul><li>Mobile People is the global leader in local mobile search and advertising solutions for directo...
Topics <ul><li>Future and the opportunity </li></ul><ul><li>Monetising: timing and exposure </li></ul><ul><li>Driving util...
Mobile environment <ul><li>Reality of ‘mobile’  </li></ul><ul><li>device is very personal </li></ul><ul><li>communication ...
Convergence: ‘personal’ and ‘local’
Mobile advertising opportunity
Monetising: timing <ul><li>Opportunity is real! </li></ul><ul><ul><li>330m mobile search users worldwide in 2007* </li></u...
Monetising: exposure <ul><li>Commercial opportunity is based on activity </li></ul><ul><ul><li>Primary request </li></ul><...
Driving utility and appeal <ul><li>Basics are key </li></ul><ul><ul><li>Performance and usability </li></ul></ul><ul><ul><...
Location: overrated <ul><li>When is it relevant </li></ul><ul><ul><li>Privacy is a consideration </li></ul></ul><ul><ul><l...
Consuming the offer <ul><li>Onward action is important </li></ul><ul><ul><li>Consumers typically want something </li></ul>...
Just in time: impact <ul><li>Intercept marketing holds significant opportunity </li></ul><ul><ul><li>Pre-qualified audienc...
Considerations <ul><ul><li>Consumer perspective </li></ul></ul><ul><ul><ul><ul><li>huge audience to annoy </li></ul></ul><...
Summary <ul><li>Deliver for the mobile consumer and environment </li></ul><ul><li>Air on side of caution when seeking to c...
Thank you Martin Wilson , CEO e: martin@indigo102.com
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What advertising can do for mobile location based services

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Mobile Location service 2008. Optimising advertising fuelled services: What advertising can do for LBS

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What advertising can do for mobile location based services

  1. Perfecting Advertising in LBS Optimising Advertising Fuelled Services: What Advertising can do for LBS. Martin Wilson , CEO
  2. About mobilePeople <ul><li>Mobile People is the global leader in local mobile search and advertising solutions for directory publishers and media owners. </li></ul><ul><li>Today, the company is responsible for developing and operating mobile services for some of the worlds largest publishers. </li></ul><ul><li>They count; Eniro, Sensis, TDS, World Directories and Yell as just some of their customers. </li></ul><ul><ul><li>Privately held, founded in 2002, now 50+ people </li></ul></ul><ul><ul><li>Products: integrated search, maps and advertising </li></ul></ul><ul><ul><li>Launched with publishers in 12 markets (8 languages) </li></ul></ul><ul><ul><li>Headquarter in Copenhagen (DK) with branch offices in London (UK), Melbourne (AUS) and Denver (US) </li></ul></ul><ul><ul><li>Merging with Local Matters Inc. </li></ul></ul>www.mobilepeople.com
  3. Topics <ul><li>Future and the opportunity </li></ul><ul><li>Monetising: timing and exposure </li></ul><ul><li>Driving utility and appeal </li></ul><ul><li>Location: overrated </li></ul><ul><li>Consuming the offer </li></ul><ul><li>Just in time marketing </li></ul>
  4. Mobile environment <ul><li>Reality of ‘mobile’ </li></ul><ul><li>device is very personal </li></ul><ul><li>communication medium </li></ul><ul><li>lifestyle orientated </li></ul><ul><li>user is paying (or perceives to be) </li></ul><ul><li>no-one ever reads a manual </li></ul><ul><li>device is generally difficult to use (relatively poor interface) </li></ul><ul><li>Consumers when ‘mobile’ </li></ul><ul><li>typically want something </li></ul><ul><li>immediacy is often critical </li></ul><ul><li>patience and tolerance is far less </li></ul><ul><li>relevance is key </li></ul><ul><li>pulling information is not an issue </li></ul><ul><li>actionable is a pre-requisite </li></ul>
  5. Convergence: ‘personal’ and ‘local’
  6. Mobile advertising opportunity
  7. Monetising: timing <ul><li>Opportunity is real! </li></ul><ul><ul><li>330m mobile search users worldwide in 2007* </li></ul></ul><ul><ul><li>mobile search advertising revenues are estimated to be $63m in 2007* </li></ul></ul><ul><li>Consumers are reacting to mobile marketing </li></ul><ul><ul><li>Campaign performance is often higher than fixed online environment </li></ul></ul><ul><li>Many have successful mobile advertising platforms </li></ul><ul><ul><li>Admob Marketplace, Google Adsense, Nokia media network... </li></ul></ul><ul><li>A few have combined local and context serving capabilities </li></ul><ul><ul><li>mobilePeople, Amdocs ... </li></ul></ul>*Source: eMarketer Inc. 2007
  8. Monetising: exposure <ul><li>Commercial opportunity is based on activity </li></ul><ul><ul><li>Primary request </li></ul></ul><ul><ul><li>Context linked or associated (ontology or historic) </li></ul></ul><ul><ul><li>Actionable outcome </li></ul></ul><ul><li>Three key commercial models will co-exist </li></ul><ul><ul><li>Presence (sponsorship or tenancy) </li></ul></ul><ul><ul><li>Prominence (prioritised results – Content, Keyword or Location related) </li></ul></ul><ul><ul><li>Performance (user actions – Call, Click, Book, Buy…) </li></ul></ul><ul><li>Inventory management </li></ul><ul><ul><li>Self created (dedicated, batch migration) </li></ul></ul><ul><ul><li>Affiliated </li></ul></ul><ul><ul><li>Back-filled </li></ul></ul>
  9. Driving utility and appeal <ul><li>Basics are key </li></ul><ul><ul><li>Performance and usability </li></ul></ul><ul><ul><li>Comprehensive content </li></ul></ul><ul><ul><li>Relevance and contextual information </li></ul></ul><ul><li>Features and functions enhance services and proven value </li></ul><ul><ul><li>Features – search (who/what, where), results, details, map/route </li></ul></ul><ul><ul><li>Functions – call, book, buy, save, share </li></ul></ul><ul><li>Monetised offerings can and will add appeal </li></ul><ul><ul><li>Prominence advertising – supports decision </li></ul></ul><ul><ul><li>Presence advertising – supports comparison </li></ul></ul><ul><ul><li>Performance advertising – supports actions </li></ul></ul>
  10. Location: overrated <ul><li>When is it relevant </li></ul><ul><ul><li>Privacy is a consideration </li></ul></ul><ul><ul><li>Spam will always be unwelcome </li></ul></ul><ul><ul><li>Mobile internet is predominantly ‘pull’ </li></ul></ul><ul><li>What does it offer </li></ul><ul><ul><li>Opportunity to inspire </li></ul></ul><ul><ul><li>Distressed and limited inventory and unique dynamic offers </li></ul></ul><ul><ul><li>Reason to repeat visit </li></ul></ul>
  11. Consuming the offer <ul><li>Onward action is important </li></ul><ul><ul><li>Consumers typically want something </li></ul></ul><ul><ul><li>Consumption is likely to be immediate </li></ul></ul><ul><li>Empower the decision process </li></ul><ul><ul><li>Seek to differentiate (graphic, content, prominence) </li></ul></ul><ul><ul><li>Consumers have greater satisfaction if they choose </li></ul></ul><ul><li>Vouchers and coupons influence choice </li></ul><ul><ul><li>Offers will support comparison </li></ul></ul><ul><ul><li>Type of offer will be important </li></ul></ul><ul><ul><li>Redemption needs to be simple and consistent </li></ul></ul>
  12. Just in time: impact <ul><li>Intercept marketing holds significant opportunity </li></ul><ul><ul><li>Pre-qualified audience, extreme targeting </li></ul></ul><ul><ul><li>Dynamic and flexible communication </li></ul></ul><ul><ul><li>Actionable, and auditable outcome </li></ul></ul><ul><li>Successful application </li></ul><ul><ul><li>Execution linked: directly, ontology or historic </li></ul></ul><ul><ul><li>Communication needs to be relevant </li></ul></ul><ul><ul><li>Post landing point is important </li></ul></ul>
  13. Considerations <ul><ul><li>Consumer perspective </li></ul></ul><ul><ul><ul><ul><li>huge audience to annoy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>format and message is important </li></ul></ul></ul></ul><ul><ul><ul><ul><li>poor execution and reaction is likely to be adverse </li></ul></ul></ul></ul><ul><ul><li>Advertiser perspective </li></ul></ul><ul><ul><ul><ul><li>managing expectations, medium is largely unproven </li></ul></ul></ul></ul><ul><ul><ul><ul><li>execution challenges should not be under estimated </li></ul></ul></ul></ul><ul><ul><ul><ul><li>should not be in isolation, needs to be part of a campaign mix </li></ul></ul></ul></ul><ul><ul><ul><ul><li>demonstrating accountability is valuable </li></ul></ul></ul></ul>
  14. Summary <ul><li>Deliver for the mobile consumer and environment </li></ul><ul><li>Air on side of caution when seeking to commercialise </li></ul><ul><ul><li>Consider what will add value to the consumer </li></ul></ul><ul><ul><li>Recognise what will represent ROI for the advertiser </li></ul></ul><ul><li>Support the consumer in their onward action </li></ul>
  15. Thank you Martin Wilson , CEO e: martin@indigo102.com

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