The Location Based Marketing Association (LBMA) is an international non-profit organization dedicated to location-based research, education, and innovation at the intersection of people, places, and media. It was formed in 2010 and has over 600 members in chapters across several cities worldwide. The presentation discussed the growing importance of location data and targeting consumers based on their real-time context and location using technologies like augmented reality, indoor positioning, push notifications, and integrating location across different media platforms. Key takeaways were that a place can be defined as wherever someone is at the moment, location marketing should aim for hyper-relevance rather than just local targeting, and it involves bringing together mobile and other media around physical places.

1. @AsifRKhan @TheLBMA
#SoLoMoSummit
Presented by: Asif R. Khan

2. The Location Based Marketing Association is an international, not-for-profit
group dedicated to fostering research, education and collaborative innovation
at the intersection of people, places and media.
We live at the intersection of:
PEOPLE, PLACES & MEDIA
Formed in 2010, 600+ members with chapters in:
Toronto, Montreal, New York, San Francisco, Atlanta
Seattle, Amsterdam, Berlin, London, Singapore

4. Let’s Start With A Little Fun
Sony Ericsson – Someone Stole My Mayorship – US
https://www.youtube.com/watch?v=yQekS1eCjvA

5. WHAT IS A PLACE ?

6. Total of:
102 000 000 Places
Accessed by:
231 000 000 Users
Resulting in :
1 300 000 000 impressions
annually
Source:The LBMA

7. Total of:
2 430 000 000 Places
Accessed by:
1 100 000 000 Users
Resulting in :
27 700 000 000 impressions
annually
350 000 WiFi Hotspots
1 500 000 Billboards
6 000 000 Digital Screens
2 300 000 000 TV Sets
Source:The LBMA

8. Total of:
53 630 000 000 Places
Accessed by:
4 000 000 000 Users
Resulting in :
110 000 000 000 impressions
annually
350 000 WiFi Hotspots
1 500 000 Billboards
6 000 000 Digital Screens
2 300 000 000 TV Sets
1 200 000 000 Vehicles
6 000 000 000 Mobile Phones
44 000 000 000 App Downloads
Source:The LBMA

9. The challenge for brands

10. 85%
Of all data has a location element

11. The Intersection of People, Places & Media
STARHUB MUSICAL FITTING ROOMS
http://www.youtube.com/watch?v=IJkRtnfNCo4

12. 1. Augmented Reality

13. 2. Nobody cares about badges

14. 3a. Not Just Gamification Anymore
Meatpack – Retail HiJack App – Guatemala
https://www.youtube.com/watch?v=CekUwaPKUUM

15. 91% of people said they were
positive about receiving 3rd
party messages via O2
95% of all SMS messages are read
within 3 minutes
4. Push – In App and SMS

16. 5. Indoor Location

17. 6. Taking The Store To The People

18. 7. Location + IP
Parking Douche App – Russia
http://www.youtube.com/watch?v=BH5AWAO5qRw

19. 8. When Location Benefits All

20. 8a. When Location Benefits All
NCDV Drag Me Away
https://www.youtube.com/watch?v=EEKC-Yu-LeQ

21. 9. Don’t Forget About Audio Either

22. 10. Who Needs Mobile To Leverage Location?
Dominos Pizza - Brazil
https://www.youtube.com/watch?v=DgJef5ZgeiQ

23. Thinking Ahead: Location = Data

24. Key Takeaways
“A place is wherever you are right now”
“It’s not only about hyper-local, but really about hyper-
relevance”
“LBM is not only about mobile, but the integration of
media around places”

25. ASIF R. KHAN - Founder & President
Asif@TheLBMA.com
@AsifRKhan @TheLBMA