This document discusses optimizing advertising in location-based services. It outlines the opportunity for mobile advertising, with over 330 million mobile search users worldwide. However, it notes that advertising must be relevant, contextual, and add value for consumers. Timing, exposure, driving utility and appeal are important factors. Location data is useful but privacy is a concern. Just-in-time marketing can be impactful if executed properly. Overall, advertising needs to empower consumers and support their actions, while also providing ROI for advertisers.

1. Perfecting Advertising in LBS Optimising Advertising Fuelled Services: What Advertising can do for LBS. Martin Wilson , CEO

5. Convergence: ‘personal’ and ‘local’

6. Mobile advertising opportunity

15. Thank you Martin Wilson , CEO e: martin@indigo102.com