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The Future of Location-Aware Advertising Andrew Grill, Mobile Advertising Evangelist - Gigafone Annual Innovation Conference InnoEstonia 2008
Introduction www.London-Calling.org.uk
What we’ll cover ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Let’s kill off the “Starbucks Example” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The cost breakdown… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ALMOST 5 MILLION  Euros!
What is mobile advertising? How does location enhance mobile advertising?
The Mobile Advertising Value Chain Advertisers / Brands Marketing Agencies & Media Buyers Enablers Content Providers Aggregators Device Makers Wireless Operators Subscribers Traditional Promotional Channels Advertisers need… Measurability ,[object Object],Targeting ,[object Object],Relevance ,[object Object],Location ,[object Object]
Mobile operators don’t have all the data advertisers need ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile advertising today
Or….we ask the user’s permission and preference Dynamic location information can  enhance the user experience
Mobile LBS Landscape ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Mobile LBS Landscape ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What does this all mean for location based advertising? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google Maps – now with sponsored links www.google.com/gmm
WiFi location – Skyhook Wireless www.skyhookwireless.com
Blogloc – post your location on a blog www.blogloc.com
Shozu + Flickr = geotagged photos m.shozu.com www.flickr.com
Rummble – location based social networking ,[object Object],[object Object],[object Object],www.rummble.com
MobGeo – location aware mobile coupons www.mobgeo.com
Locatik – location based social networking www.locatik.com
“ Location Broking” with Fire Eagle from Yahoo! www.fireeagle.com
New Friend View service from Nokia Consumers first need to understand the benefits of a location service friendview.nokia.com
Andrew Grill www.andrewgrill.com/contact Follow the latest news at www.london-calling.org.uk http://LBS.andrewgrill.com Twitter: @andrewgrill

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