Permission based locationaware advertisingAshu Mathura, founder & CEOInside Mobile Advertising!    1
What is Location Based Advertising?Location based mobile advertising is still unknown territory to many brands andagencies...
Getting users to opt-in?On average we see a 30% opt-in ratio of end users, when asked permission to tracktheir location in...
Example: YellowLocal.co.nz campaign186 Localized creatives displayed for 186 GPS locations, offering local relevantcontent...
Example: McDonalds.nl campaignMcDonalds banner is only shown when consumers are close to an actual McDonaldsoutlet, on-cli...
Location based messagingLocation based push messaging is in it’s early stages, however, we believe that ithas a great pote...
Questions?Thank you!Email                        ashu.mathura@mads.comMobile                       +31 6 53 78 78 04Skype ...
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  1. 1. Permission based locationaware advertisingAshu Mathura, founder & CEOInside Mobile Advertising! 1
  2. 2. What is Location Based Advertising?Location based mobile advertising is still unknown territory to many brands andagencies and surrounded by mystery, complexity and conflicting storiesTypes of location based advertising Insights• Location based DISPLAY advertising • Great for local relevant advertising, like retail • Requires the opt-in of the end user to track • In applications their location • On mobile web sites • MADS powers a good number of apps that ask the end user to opt-in for location tracking• Location based MESSAGE advertising • Even greater for local relevant advertising and creating awareness for special offers • SMS messaging • Requires the opt-in of the end user to sent push • MMS messaging messaging and track location • MADS powers 2 operators for LB-messaging• Location based SEARCH advertising • Great for connecting a current search topic to local offers and stores nearby • Requires the opt-in of the end user to track their location • Opportunity for ‘Yellow Page’ companiesInside Mobile Advertising! 2
  3. 3. Getting users to opt-in?On average we see a 30% opt-in ratio of end users, when asked permission to tracktheir location inside applications, for relevant local content apps it’s a lot higherGeo-fencing & targeting Tracking opted-in users Insights • iPhone users show an 25% average opt-in ratio • Android users show an 35% opt-in ratio • For mobile internet the opt-in ratio is lower than the iPhone average • For messaging, we have measured a very low opt- out if we use the push messaging opt-in base • Message relevance is key!Inside Mobile Advertising! 3
  4. 4. Example: YellowLocal.co.nz campaign186 Localized creatives displayed for 186 GPS locations, offering local relevantcontent from the local Yellow Pages and split between iOS and Android1 Campaign with 186 GPS targeted flights across NZ Key results • Non GPS targeted flight Average CTR 0,42% • 186 GPS iPhone flights Average CTR 2,73% (low 0,79% and high 8,33%) • 186 GPS Android flights Average CTR 3,78% (low 0,87% and high 10,96%)Inside Mobile Advertising! 4
  5. 5. Example: McDonalds.nl campaignMcDonalds banner is only shown when consumers are close to an actual McDonaldsoutlet, on-click banner expands into map with nearest outlet and shortest routeTypical shift in consumer consumption of content Key results • Only targeted at people near a McDonalds outlet • CTR of 1,67% (compare to 0,21% of similar non-GPS targeted campaign earlier) • Next campaign will have GPS targeted coupon (discount or free additional item) • Need to integrate with store cash register to measure actual conversions accuratelyInside Mobile Advertising! 5
  6. 6. Location based messagingLocation based push messaging is in it’s early stages, however, we believe that ithas a great potential and future for both consumers and advertisers (retail) Insights • Already proven to generate more transactions at cash Romania Egypt register • Already proven to generate 3.5mio opt-in subscribers for 25mio opt-in subscribers for more store traffic push message advertising push message advertising • Great for distributing coupons and get a free gift Location aware since August Location aware from messages 2011 October 2011 • Consumer response seems positive, given the low amount of opt-outs (<2%) Key locations: shopping Key locations: shopping • Challenging to close the malls, grocery chains, and malls and grocery chains loop and measure cash events register conversions • Relevance of message is key! (keep opt-out low) • Therefore having additional demographic data points is very relevantInside Mobile Advertising! 6
  7. 7. Questions?Thank you!Email ashu.mathura@mads.comMobile +31 6 53 78 78 04Skype ashumathuraWeb www.MADS.comInside Mobile Advertising!

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