How to Best Utilize Location-Based Media for Business

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  • In September of this hear Mashable posted this story with a rather misleading headline. In fact, location usage is far from the least popular activity among smartphone users, QR codes usage is much lower for example. The growth of check in services has been remarkable. And Maps usage is very high.
  • How to Best Utilize Location-Based Media for Business

    1. 2. How to Best Utilize Location-Based Media for Business October 3, 2011 Webster Lewin SVP, Director of Digital Innovation and Strategy MSLGROUP Americas Scott Margolis VP, Business Development / GM Mobile HopStop Hussain Ismail Director, Social Media Live Nation
    2. 3. How big is Location based media?
    3. 4. How many people use location Source: The Pew Research Center’s Internet & American Life Project, 5/2011
    4. 5. 20 MM mobile subscribers use social networking check-in services <ul><li>20.0 Million Consumers, 8.6% of the Mobile Audience, used Social Networking Check-in Services </li></ul><ul><li>However, over 20% of smartphone users check in </li></ul>Source: comScore, Sept. 2011 28% of consumers who access Social Networking Sites also used Check-in Services Nearly 30% growth among smartphone users in the past 5 months Foursquare is one of the earliest Location Based/Check-in Services which gained popularity, and it continues to rise Data: Three Month Avg ending Jul 2011 Source: comScore MobiLens US 138%
    5. 6. 42 MM smartphone users access maps <ul><li>Growth of mobile maps usage among smartphone users </li></ul>Source: comScore, Sept. 2011 51% of smartphone users use maps at least once a month Over 70% growth among smartphone users in the past 12 months
    6. 7. Two Approaches for Location Media <ul><li>Earned Paid </li></ul>contextually-relevant branded Tips: Targeted mobile media to users actual location
    7. 9. Overview HopStop is a leading location-based service providing door-to-door transit, walking, biking, taxi and hourly car rental directions in 62 major metropolitan areas (spanning 100+ cities) throughout the U.S., Canada & Europe, and is largest provider of pedestrian navigation and transit-routing behind Google Maps
    8. 10. Common Everyday Questions How do I get there? How long will it take? What’s the fastest route? When does the next bus arrive? When do I need to leave? Should I walk or cab it? What’s nearby?
    9. 11. A Powerful Location-Based Service HopStop users are on-the-go. Knowing their current location and where they’re going makes HopStop highly unique (and hence able to geo-target local content and offers to the whereabouts of millions of users) Restaurant Reviews Nightlife Reviews Local Events Nearby Shopping Local Daily Deals
    10. 12. Unique Geo-Targeting Capabilities How powerful is it to get the right message, in-front of the right user, at the right time? Very. Nearby: Restaurant Review
    11. 13. HopStop is the Perfect Mobile Local Service… iPhone Android BlackBerry Windows Phone <ul><li>- 650K+ downloads </li></ul><ul><li>Top 10 iTunes Navigation App </li></ul><ul><li>Top App of the Year (TIME) </li></ul><ul><li>- +350k+ downloads </li></ul><ul><li>Top 25 Android Travel App - Top 10 Amazon Travel App </li></ul>SMS <ul><li>Advanced text messaging platform to request and receive directions </li></ul>Mobile Web <ul><li>Same great experience as our apps and website </li></ul><ul><li>More usage than apps </li></ul><ul><li>40% of our usage now comes from a mobile device (all incremental) </li></ul><ul><li>1 million app downloads, and counting… </li></ul>iPad (Coming Soon) HTML5 (Coming Soon) Coming Soon Coming Soon
    12. 15. Live Nation Venue Check-ins July August September
    13. 16. Marketing Programs <ul><li>Venue Tips </li></ul><ul><li>In-venue Discounts </li></ul><ul><li>Future Tickets </li></ul><ul><li>Free stuff </li></ul>
    14. 17. iPhone App Shows Nearby Realtime Setlists Show Content
    15. 18. Q & A Webster Lewin SVP, Director of Digital Innovation and Strategy MSLGROUP Americas [email_address] @wloglobal Text WEBSTER to 87812 Hussain Ismail Director, Social Media Live Nation [email_address] @hussain Scott Margolis VP, Business Development / GM Mobile HopStop [email_address]

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