Location-based services are increasingly popular with consumers and embraced by businesses. More companies are claiming their business listings on location-based apps and digital signage using these services has led to a 50% increase in footfall for some. Advanced technologies now allow for interactive digital displays that can engage customers based on their location through QR codes, touchscreens, and mobile phones. Many retailers and brands now use digital signage and location-based marketing to directly reach customers in stores and drive purchases.

1. Why location-
based
services
matter
Image credit:
miss_hg, Flickr

2. The Facts LBS- a social, entertainment or
information service,
enabling a company to
reach its audience with
Location- based services are welcomed by consumers. a message
More and more businesses are embracing them. relevant to that audience’s
geographic location.
Image credit: Lars Ploughman, Flickr
7 in 10 people
are willing to receive
location- based
Location- based messages
As of 2012, 750,000 services drove a 50%
companies have claimed increase in footfall
their businesses on The number of business
Foursquare not using digital signage
fell by 22%

3. Recent Progress ‘’It’s fascinating to watch
how quickly
smartphones owners are
incorporating this type of
2011- the ‘’Year of the Mobile’’ (Nielsen) location-specific
information in their
The use of location- based services increases. lives.“
Kathrin Zickuhr, PEW
Internet
Image credit: philcampbell, Flickr
Image credit: Ed Yourdon, Flickr
May 2011 May 2012
55% of smartphone Only 18 % of them check
owners get real-time February 2012 into certain locations or
location-based 74% of smartphone share their location with
information on their owners use their phones friends.
phones to get place- based
Dec 2011 messages
Use digital signage to
Foursquare reaches 15 drive check-ins and help
million users your venue go viral

4. Where we are now LBM- uses location- based
services to engage with
The strong smartphone culture, improving technologies and consumers based on their
the avoidance of traditional marketing resulted in the Location.
emergence of location- based marketing (LBM). PwC
Image credit: DDGTV
Image credit: LocaModa
"Everyone standing in front of a
Digital displays can support screen is mobile,
TV remains America’s interactions the opportunity for us is
understanding
most popular source of through the use of how to connect to that user"
news touch screen technology
and smartphones Stephen Randall,
CEO of LocaModa
(QR codes, NFC etc.)

5. Real- life examples "The beauty of using mobile
activation with digital signage is
From a little- known Swedish supermarket to the fast- food giant that it creates the pull for
McDonald’s, companies from all industries and of all sizes use digital information, rather than the
signage to drive business and inform their customers. push." Stephen Randall,
CEO of LocaModa
Photo source: Ooh-tv Photo source: Yahoo Finance
This video wall invites a McDonald’s new digital
customers to check in and signage channel will show
make the prices of selected area- specific information ,
products fall. direct viewers online for
shopping and offer music for
download.

6. Conclusions 48% of smartphone owners
said using their devices
to browse
‘’Out-of-home advertising is being propelled by the usage of has influenced their
digital signage’’ PwC in-store purchase decisions.
Retail Touchpoints
‘’It’s about the horizontal integration of all media around the
engagement of a consumer in a specific place” Asif Khan,
Location Based Media Association
“Simply put, location changes everything.” Matthew Honan,
Wired magazine
19% of consumers made an Other sources
unplanned purchase after PEW Internet, ‘’ Three-quarters of smartphone owners
seeing an ad of an item on the
screen.
use location-based services’’ May 2012
Arbitron 2010 PricewaterhouseCoopers Canada, ‘’Marketing goes
local’’ May 2012
Arbitron Digital Place- Based Video Study 2010
Provided courtesy of Dynamax

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