Location-based advertising (LBA) uses a user's physical location to target ads. It works by pushing ads to users when their location changes or by pulling ads when users request location-based content. LBA relies on GPS, cellular networks, Wi-Fi, or IP addresses to determine a user's location. Advertisers can target users based on their interests and activities in different locations. LBA has the potential to increase click-through rates for advertisers while improving relevance for users, though privacy controls are important to allow users control over sharing their location data.

1. Location Based Advertising Vincent Maher Portfolio Manager: Social Networking - Vodacom SA

2. What is LBA? Advertising targeted based on your physical location and proximity

6. Prerequisites User’s location Ad server that supports location-targeting Application that adds location to ad requests

7. The jetsetter You’re in a new city looking for a restaurant The bargain hunter About to purchase but looking for a better deal The party animal Looking for events near me tonight

8. The (very) small business Hairdressers, plumbers, TV repair, dog kennels and everybody else Oldest form of advertising, livery on a storefront. Local newspapers vs. global media.

11. Time is important 1 7AM Slow 7 9AM Spike 9 12PM Moderate 12 2PM Spike 2 7PM Slow rise 7 11PM Spike 11 1AM Slow decrease

12. Maps aren’t everything 2 Models – display and text ads in content + points of interest on maps Often location-based ads work better away from a map, maps can be boring and have specific uses

13. What to expect Low volumes of impressions and a higher click-through rate Our experience in trials: web ads up from 0.4 to 0.6% CTR

14. How it works on The Grid Web, mobi, Java

15. Nando’s on the Web 6 locations around Cape Town, 3 – 5km radius per location Higher than average CTR

16. Text ads below the dashboard map Interstitial ad between dashboard and contact list

17. What about privacy? Revealing location seems dangerous, users must have complete control over who can see their location

18. Summary LBA makes digital advertising appealing for smaller advertisers, should increase the volume of clicks and improve relevance of the advertising

19. Discussion http://www.thegrid.co.za [email_address]