The Promise of Location Based Marketing - Mobile Media Academy 2013 - YOOSE

THE PROMISE OF LOCATION BASED
MARKETING
“Location-based targeting to a mobile device is the ‘holy grail’ of advertising”
- WPP Chairman Sir Martin Sorrell
YOOSE: The global hyper-local mobile ad network

What is Location Based Marketing?

A form of advertising that integrates mobile
advertising with location-based services. The
technology is used to pinpoint consumers location
and provide location- specific advertisements.


Campaign Example
EA SPORTS - FIFA 14 GAME

Sep – Oct 2013

CAMPAIGN OBJECTIVE

•  Target over 400 Premier League, UK-based
Champions League Games & England’s World Cup
Qualiﬁers

•  Rich Media Campaign with dynamic content

•  Speciﬁc Time targeting


How Location Data is collected


Statistic Resources
• 

http://digby.com/mobile-statistics/

• 

http://brandongaille.com/15-locationbased-mobile-marketing-statistics-andtips/

• 

http://marketing.anchormobile.net/
blog/bid/202428/Mobile-MarketingStatistics-2013-That-Will-Blow-YourMind

• 

http://www.factbrowser.com/tags/
location-based_services/

• 

http://www.pijnz.com/infographics/
location-based-marketing

• 

http://www.xad.com/intelligence

http://www.slideshare.net/PocketYourShop/
50-mobile-marketing-statistics-trendsinsights-21545162

89 Slides

Whitepaper Resources

http://www.mobilemarketer.com/
cms/lib/17450.pdf


http://www.mobilemarketer.com/cms/lib/
18867.pdf

http://info.xad.com/q2-2013-report

#location based gaming
#location based sms

#in-app advertising

#mobile advertising

#mobile couponing

#geo-fencing
#location based-marketing
#SOLOMO
#lbma

#real time bidding
#geo-marketing
#hyper-local
#infographics

Defining Geo-Fencing

Geo-fencing combines awareness of the user's
current location with awareness of nearby features,
defined as the user's proximity to locations that
may be of interest. To mark a location of interest,
you specify its latitude and longitude. To adjust the
proximity for the location, you add a radius. The
latitude, longitude, and radius define a geofence.
You can have multiple active geofences at one
time.
Developer.Andriod.com


1.5mi

Essential for Geo-Fence
•  Latitudes and Longitudes ( Lat– Long) of desired location or Area Coverage
•  Radius coverage to deliver impression for 1 geo-pin

Benefits for Hyper – Local Advertising
•  Reach out to local target audience
•  Increase Footfall of Chosen Location(s)
•  Real Time Bidding and Optimisation

Circular

Polygonal

Campaign Example

SENTOSA

MASTERCARD SINGAPORE

JUNE - JULY ‘13

CAMPAIGN OBJECTIVE

•  Drive footfalls to participating merchant outlets
during the Great Singapore Sale

•  Strengthen Mastercard’s ‘Priceless’ brand theme

•  Complement the multi-channel campaign on the
mobile medium


Creation to Evolution: Geo-Conquesting


Defining Geo-Conquesting

To successfully use unmanned drones (or mobile
digital devices) to target unsuspecting civilians
(or shoppers) entering enemy territory (your
competitors’ GeoFenced locations).

Ongridventures.com


Forms of Geo-Conquesting

Two Forms
•  Most popular form – target competitive location
with competitive advertisement
•  target behaviors and aim ads at people who
have gone to a certain set of locations in the
past that identify them as good for poaching


Research and Results
According to local mobile ad platform xAd, almost a third (32%) of
advertisers using the most sophisticated kinds of geotargeting
(usually more granular than ZIP, city or DMA) targeted the location
of their competition in order to drive consumers to engaging with
their alternative in Q2. This was up from 22% of campaign among
so-called “precision geotargeters” in Q1.

Image source: smittysholdings.com


Source:Verve Mobile


OutBack Steakhouse Case Study

The Outback Steakhouse is one business that’s experienced considerable
success with geo-conquesting. Recently, the popular restaurant used their
knowledge of their customers and the competition to their advantage. First,
the Outback set up geofences around competing restaurants in the area.
Then their marketing team developed a series of mobile advertisements and
ran them in apps that were popular with their target audience. When
mobile users crossed into the perimeters, the advertisements popped up on
their smartphones. Those who clicked through could make a reservation
with a few taps of the screen.

The results of their recent campaign were impressive. The Outback
locations that employed this geo-conquesting strategy saw an 11% click
through rate on landing page features such as viewing menus and locating
nearby restaurants. They attracted business by getting the attention of
potential customers who may have been on the way to eat at a competitor
location.

See more at:
http://screenwerk.com/2013/08/14/report-geo-conquesting-mobile-ads-deliver-11-conversionlift/

http://www.mediapost.com/publications/article/206738/#axzz2ijB4iFuc


How to achieve a successful Geo-Conquesting
campaign
•  Deep understanding of both your customers’
behavior and your competition
•  Well-crafted market research campaign:
§  Footfall and psychographics of target location
§  Best Mobile campaign for smooth user
journey
§  Creative strategies to stay ahead of
competition


Creative Strategies
1. Test different targeting radiuses: The optimal targeting radius used for geoconquesting will vary by business and industry. As a result, test multiple distances in the
campaigns to determine the appropriate targeting fence for the locations.
2. Use location-aware creative: Location is central to geo-conquesting, so leverage this
unique feature to create the most relevant creative by telling the consumer how near
they are to your locations.
3. Use action-oriented creative: Coupons, promos, new products or limited-time offers
provide an extra incentive for a consumer to choose a brand over it's primary competitor.
4. Make conversion easy: The fewer barriers between a consumer and a business, the
more likely they are to come in the door. As a result, provide one-click access to things
such as phone number, location map or map and driving directions.
5. Track performance past the CTR: Secondary action rates are especially important in
geo-conquesting, as these consumers may need something extra to attract them from
going into a competitor's location. Understanding what they are looking for (directions,
menus, coupons) is key to the success of current and future campaigns.


Challenges
•  Welfare of Gamers/Players on route
•  Safety – Walking with phone on a busy street
•  Precaution- Anger amongst player could possibly create
fight in real life
•  Design Limitation on Google Maps
•  Lack of control over the world. Often enough players will
travel to highly dense and competitive areas or
conversely, to the middle of nowhere with nothing to
interact with. As a result, it is much more difficult to
balance gameplay and to define starter zones in these
games than in purely virtual worlds.

give y
o
includ u venue d
e
i
longi ng latitud tails,
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e and

•  Using Google Maps, you can very easily add basic annotations and
overlays, as its nature is a routing app.You can also, using the
Styled Map Wizard, customize colors, visibility, etc. of a number of map
elements. Beyond these two basic features, you run into a brick wall as
you’re only allowed to access the data using public Google SDKs. Trying
to re-skin the ground using a grass texture? No can do.

•  Using OSM, the closest thing to an ofﬁcial provider is CloudMade. The
data is available as both image and vector tiles. The hard part is to get a
renderer up and running to your speciﬁcations, but once everything’s
working, you can style things however you like.


•  Google Places - Well maintained, but more restrictive terms
of use. Did you pick OSM for your map data provider? Too
bad – you can’t display Google places on a non-Google
map. Is your game not free-to-play? Also no good.

•  Foursquare – Their data is typically more exhaustive, but
user-generated content is user-generated content.You’ll
occasionally see results like “Awesome Party” and “Two
Girls and a Cat.”

•  Factual – Better data quality, but more expensive. Their free
cap is only 10,000 calls per day. With a game that allows
travel away from your current location, you could easily hit
this with a few hundred active users.

Examples of Successful Location based games

Global Outbreak

Red Robot Labs

Plague Inc.

Miniclip.com

Sacracy RPG

Enthusia studios

For more LBS games:

http://www.gamezebo.com/location-based-games

http://geosocialgames.com/list-of-gsgs/


Parallel Maﬁa MMORPG

Enthusia studios

Example Of Location Based Gaming

A real-world espionage adventure for your iPhone. Take to the streets, guided by GPS and
the voice of your handler to real locations on an undercover mission of hacking, spying,
sabotage and murder. Play it anywhere in the world!


Resources
http://venturebeat.com/tag/location-based-games/
http://www.androidapps.com/games/articles/13006-four-free-awesome
location-based-games-for-android
http://thenextweb.com/insider/2013/05/10/yahoo-acquires-location-basedmobile-gaming-company-loki-studios/
http://www.tatango.com/blog/top-10-most-commonly-asked-locationbased-mobile-marketing-questions/
http://allthingsnav.navigation.com/article/beyond-geocaching-locationbased-games-use-gps-bridge-real-and-fantasy-worlds
http://www.prweb.com/releases/2013/8/prweb11024665.htm


Example of Company providing Location based
SMS

Anchor Mobile

Compatible with Carriers:
Verizon
AT&T
U.S. Cellular
T-Mobile
How it Works
Step 1 SMS subscriber enters a geo-fencing boundary during a campaign.
Step 2 SMS alerts can be activated and sent directly to their cell phone automatically, based on their
location.
Step 3 Weather alerts, location deals, suggested activities in the area, traffic alerts, and more.


Statistics for Location Based Marketing SMS

Source: Upstream / YouGov

Benefits of Location Based Marketing SMS

Customer Interaction: Place your message in your customers
hand when they are in the right location and ideal mind-set to
respond to your offer.

Brand Engagement: Engage with your customers from the point
of awareness to redemption. From the comfort of their mobile
phones, allow your customers to engage with your brand through
interactive competitions, voting opportunities etc.

Targeted & Relevant: Cut through the clutter. Identify and target
your customers only when they are in the location relevant to your
campaign or offering.


Benefits of Location Based Marketing SMS

Customer Acquisition: Convert prospects to
customers at the touch of a button

Sponsorship: Enhance your sponsorship campaigns by
interacting with your customers when they are at your
event

Measurement: Track your campaign success from
delivery right through to redemption

ROI: Maximize campaign ROI for you or your clients


Geo-location Revolution: Location based social

#geosocial networking

#SOLOMO


Key players and their Mobile Apps


#SoLoMo

#SOLOMO


Example of SoLoMo Case Study

http://econsultancy.com/sg/blog/11303-eight-great-location-based-mobile-campaigns-from-2012


Example of SoLoMo Network

SOCIAL NETWORK, MEETS REAL LIFE

http://vimeo.com/77764676


#infographics


What you should take note of with Location
Based Marketing(Social)
•  A good or bad review on Checkedin basis
•  Word of Mouth Marketing spreads faster
•  Geo-targeting of desired audience group is not 100%
•  “Badge” fatigue
•  App Refreshing page turnover time is comparable to
Digital Page click-through time


Resources

•  http://www.slideshare.net/pagetx/get-local-howlocationbased-social-media-can-drive-business
•  http://sproutsocial.com/insights/2010/11/7-steps-toa-successful-location-based-social-media-campaign/
•  http://www.digitalartsonline.co.uk/news/creativebusiness/how-create-location-based-social-mediamarketing-campaigns-for-clients/
•  http://socialmediatoday.com/edwin-huertas/456146/
building-location-based-social-media-marketingcampaign

Concerns regarding Location Based Marketing

•  Privacy & Security Concerns : We are watching you?
•  Option to use Push or Pull Approach in Location Based
Marketing


Key Points to take away
•  Location Based Marketing is changing with the tide
•  Trend changes, the Technology fundamental concept stays, Market is volatile and
results are based on consumers’ interest
•  Focus on Value and Trust as the main 2 pillars
•  Customers must understand the value they receive from LBS and sharing their
information
•  Value and Results of the Location Based Campaign is defined from your marketing
plan (i.e. loyalty programme integration)
•  Customer Acquisition is how you define your geo-targeting
•  Own Store Geo-targeting vs. Competitor Store Geo-targeting
•  Increase Loyalty Base or Increase New Competitors’ customer base
•  Geo- target based on your Customer Behaviour and Business Time
•  Time Parting( Certain Time Targeted) vs Whole day Targeting


Key Points to take away
Performance of Campaign

• 
• 

Similar to Digital Campaign

• 

Results would be based on consumer-initiative and response

• 

Align your marketing campaign results to your campaign

• 

Matrices of your campaign

• 

Based on the footfall of the target area which would be within the geo-fence


Contact Us

CHRISTIAN GEISSENDOERFER
CEO

YOOSE Pte. Ltd.
30A Duxton Road
Singapore 089494

Mobile +65 8223 7637
christian.geissendoerfer@yoose.com
SINGAPORE - GERMANY - US - INDIA

The Promise of Location Based Marketing - Mobile Media Academy 2013 - YOOSE

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