Servicios de localización: nuevas tendencias_Navteq_mfc10

859 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
859
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Switch to NN4D.com website App Warehouse URL - App Warehouse Launch page - http://www.nn4d.com/appwarehouse/landing.doMimmis will have 1st URL tee’d up for Marc to talk to Announcing the NAVTEQ App WarehouseGives NAVTEQ partners and customers exclusive access to high-quality and innovative LBS apps that use NAVTEQ’s data and LPA NAVTEQ Customer BenefitsCreate value for your customers by finding new cutting-edge apps – created by NN4D members – to deployNN4D Developer BenefitsEnables developers to get their applications in front of NAVTEQ’s extensive customer and partner base worldwideDevelopers are part of NAVTEQ’s ecosystemCustomers can have confidence in the quality of the applicationsExamples: TaxiPal, the 2009 Global LBS Challenge CHAMPION; GPS Alien Attack, 2010 Global LBS Challenge FinalistEasy way to find compelling NAVTEQ-based applicationsHighly visual online catalog of apps from around the worldApplications for a variety of platformsSearch in one place instead of going to several different app storesSearch for apps according to various criteria – platforms, languages, regional availability, and moreNAVTEQ introduces buyers and developersWhen a buyer finds a possible app for his store, device or channel, NAVTEQ provides an introduction between the buyer and the app developer to enter into offline negotiationsNo online sale or revenue sharingFree of charge and easy to use
  • Servicios de localización: nuevas tendencias_Navteq_mfc10

    1. 1. Adding Innovation, New technologies<br /> and Advertising into the LBS Ecosystem<br />Pia Vuohelainen<br />
    2. 2. NAVTEQ AppWarehouse- <br />Innovation- ReadytogoCommercial<br />A New Source for Revenues – LocationBasedAdvertising<br /> New Technologies toBuildVisual Products<br />
    3. 3. NAVTEQ Network for Developers™ (NN4D)<br />Location-based Solution Development<br />Business Development & Partnering<br />Marketing<br />Sample Map Data & Content<br />NN4D Partner Zones<br />Global LBS Challenge®<br />New launch<br />Pedestrian Content<br />New launch<br />Rich Content<br />Visual Content<br />
    4. 4. The NAVTEQ App Warehouse<br />
    5. 5. Live demo of the App Warehouse<br />
    6. 6. NAVTEQ AppWarehouse- <br />Innovation- ReadytogoCommercial<br />A New Source for Revenues – LocationBasedAdvertising<br /> New Technologies toBuild Visual Products<br />
    7. 7. 7<br />How does location improve mobile ads?<br />
    8. 8. 8<br />51% of Consumers willing to accept LBA ads <br />Q: Are you willing to share your current location to receive more relevant advertising?<br />51% of the On-The-Go Audience is willing to share their current location to receive more relevant advertising.<br /><ul><li> Men are more willing to share location to compared to women 54% Vs. 42%
    9. 9. 25-34 and 35-44 age ranges showed most willingness</li></ul>Q: What location-based advertising most appeals to you while on the go?<br />Source: JiWire, Q2 2010<br />
    10. 10. 9<br />Devices<br />In-vehicle<br />PC<br />PND<br />Mobile<br /><ul><li> Geo targeting using IP data applied to existing ad formats
    11. 11. Real time and dynamic connectivity
    12. 12. Search, display and video based formats
    13. 13. Unique opportunity to achieve lifetime value
    14. 14. Mainly one way frequency use
    15. 15. Search/ POI logo based interface
    16. 16. Updates made via new DVD release
    17. 17. Unique opportunity to achieve lifetime value
    18. 18. Mainly one way frequency use
    19. 19. Search/ POI logo based interface
    20. 20. Updates made via USB connectivity
    21. 21. Geo targeting applied to existing and new ad formats using GPS
    22. 22. Devices, sites and applications all offering real time and dynamic connectivity
    23. 23. Attributes of mobile allow for ‘click to purchase’ user journey</li></ul>Scale & Measurability<br /><ul><li> These device categories are well established and each vertical addresses millions of users in the UK
    24. 24. The ad experience and level of interactivity varies by device vertical
    25. 25. The growth in mobile mapping usage will create a scalable eco system for Location Based Advertising</li></li></ul><li>10<br />Units<br />POIs<br />Branded POIs<br />Coupons<br />LBA<br /><ul><li> Discovery from main menu or search categories
    26. 26. Most POI’s can be navigated to directly by clicking on the listing.
    27. 27. Results served by proximity of device
    28. 28. Usually requirement is list of store addresses (inc. lat/ long)
    29. 29. Discovered in key content sections within mobile applications
    30. 30. Adverts are fully interactive and offer several methods for engagement
    31. 31. Results often served by proximity of device and relevance for user
    32. 32. Usually requirement is list of store addresses (inc. lat/ long), plus associated mobile creative
    33. 33. Discovery from main menu or search categories, or directly on map
    34. 34. Most POI’s can be navigated to directly by clicking on the listing
    35. 35. Results served by proximity of device
    36. 36. Usually requirement is list of store addresses (inc. lat/ long) plus a suitable brand logo
    37. 37. Often discovered as part of LBA post click experience
    38. 38. Various formats possible including SMS, PayPoint and unique barcodes
    39. 39. Additional developments will provide a localised offers wallet for users
    40. 40. Requirements vary depending on level of tracking/ integration required</li></ul>Level of interactivity <br /><ul><li> Immediately addressable ad units exist in the market globally today for advertisers
    41. 41. Certain devices are able to offer all units (e.g. mobile phones)
    42. 42. The growth in transactional facilities via mobile phones will create a ‘closed loop’ ad experience very soon </li></li></ul><li>11<br />Typical LBA campaign options<br />Clicks-to-bricks<br />Zonal<br /><ul><li> Campaign can be set-up around any UK address to develop a delivery zone – called ‘Vantage Point’
    43. 43. The advertiser selects a radius range for ads to be displayed
    44. 44. Users engage with ads and select an suitable interaction from a series of options
    45. 45. Campaign set-up is focused around one or multiple physical business locations
    46. 46. The advertiser selects a radius range for ads to be displayed
    47. 47. Users engage with ads and select an suitable interaction from a series of options
    48. 48. LBA is not only relevant for businesses with physical retail locations
    49. 49. Zonal targeting, coupled with knowledge of retail distribution = powerful targeting for consumer goods companies
    50. 50. Media wastage is reduced dramatically in both scenarios
    51. 51. Multiple zones can be established for one advertiser/ campaign</li></li></ul><li>Location Based Ads on Ovi Maps l User Flow<br />Landing Page<br />Click to call<br />Click to WAP/WEB<br />Click to Map<br />Banner Ad<br />(Michelin Guide example)<br />Ovi Maps<br /> Homepage<br />Map Page<br /><ul><li>Click to drive
    52. 52. Click to walk</li></ul>Turn by Turn navigation to your location<br />
    53. 53. NAVTEQ LocationPoint™ l McDonald’s Case Study<br />“...with NAVTEQ’s LocationPoint <br />We can contextualise our promotions and bring customers to the door...” <br />TomiWirtanen, Head of Marketing, McDonald’s Finland <br />Promote the €1 cheeseburger and drive traffic to the nearest store<br />Promote the €1 cheeseburger and drive traffic to the nearest store<br />Click-to-Map functionality was most used >> location information was important to the users<br /><ul><li> Average 7% CTR
    54. 54. 39% Map engagement from campaign page
    55. 55. Average 7% CTR
    56. 56. 39% Map engagement from campaign page</li></ul>More info @: http://www.navteqmedia.com/about-us/case-study/<br />
    57. 57. NAVTEQ LocationPoint™ l O2 Case Study<br />“NAVTEQ LocationPoint provides an effective advertising channel to surprise and delight consumers with free tickets to a venue nearest them.”<br />Liz Ward, Advertising Manager, O2<br />UK campaign across Ovi maps premium sites eg: weather, events, Lonely Planet and others. <br />Promote the €1 cheeseburger and drive traffic to the nearest store<br />The campaign pinpoints music lovers with a chance to win tickets to their nearest O2 venue<br /><ul><li> Average 7% CTR
    58. 58. 39% Map engagement from campaign page
    59. 59. 2% CTR
    60. 60. 19% Map engagement from campaign page
    61. 61. 21% click to web</li></li></ul><li>NAVTEQ AppWarehouse- <br />Innovation- ReadytogoCommercial<br />A New Source for Revenues – LocationBasedAdvertising<br /> New Technologies toBuildVisual Products<br />
    62. 62. NAVTEQ True Video<br />

    ×