Location targeting - Putting mobile advertising on the map, Mandeep Mason, Navteq

© 2009 NAVTEQ. All rights reserved.

Mandeep Mason,Deputy Advertising Sales Director EMEA

Location targeting is putting mobile advertising on the map


are viewed by over 100 million users every day.

http://www.magellangps.com/index.asp


http://www.verizonwireless.com/



On average over 1.2 Million Nokia phones sold every day


Navigating Consumers To Your Front Door

© 2009 NAVTEQ. All rights reserved.5

Why location?



And Provide Solutions


We Map the World


The Grand, 97-99 King's Road, Brighton, BN1 2FW

530595,10408

You are here!






Modern Solutions


Why Location? The widespread integration of GPS into mobile phones has (finally) unlocked the door for Location Based Advertising

• 240 million GPS enabled handsets shipped in 2009 alone• GPS is the most desired handset function in Western Europe• 94% of consumer purchases are still made at brick and mortar locations• Mobile Mapping Usage UK is growing 86% year on year


Sources: Strategy Analytics ComScore Javelin Strategy and Research

Mobile Maps Users (000) Feb-2009 Feb-2010 % Change

EU5 12,530 21,099 68% UK 3,070 5,700 86% Germany 2,159 3,870 79% Spain 1,830 3,132 71% France 2,272 3,518 55% Italy 3,198 4,879 53%

© 2009 NAVTEQ. All rights reserved.© 2009 NAVTEQ. All rights reserved.16


Consumer Context

On Device Marketing

Display Advertising

Carrier CRM Data Behavior and Location


In application advertising

• Nokia is seeing over 1.7m downloads a day through Ovi Store.

• On average, each registered user has downloaded almost (12) items from Store since the launch of the service.

• New users are up in Jan more than 100% month-on-month from Dec.

• Shazam, the music identification service, was being downloaded in 123 countries shortly after launch

• Supported by 100 separate Nokia devices

• Active users from more than 180 countries


Case study | Nike targets football fans

Pan-European mobile display campaign on Nokia.mobi

More than 200,000 Nike T90 Football Games downloaded

Average 7% CTR, 33% on some sites


Content Channels with Select Premium Publishers

http://images.google.com/imgres?imgurl=http://www.weatherdatadepot.com/images/accuweather_logo.jpg&imgrefurl=http://www.weatherdatadepot.com/&h=44&w=214&sz=4&hl=en&start=2&um=1&tbnid=AmBZRMq63X5N4M:&tbnh=22&tbnw=106&prev=/images?q=accuweather+logo&svnum=10&um=1&hl=en


Mobile internet usage is still growing

6,000,000

7,000,000

8,000,000

9,000,000

10,000,000

11,000,000

12,000,000

13,000,000

14,000,000

MAY 2006

JUL 2006

SEP 2006

NOV 2006

JAN 2007

MAR 2007

MAY 2007

JUL 2007

SEP 2007

NOV 2007

JAN 2008

MAR 2008

MAY 2008

JUL 2008

SEP 2008

NOV 2008

JAN 2009

MAR 2009

MAY 2009

JUL 2009

SEP 2009

NOV 2009

Source: Comscore 3 month rolling average


What sort of time of the day do you typically access internet on your mobile phone?

Before breakfast

Breakfast Early morning

Late morning Lunch Afternoon

Early evening

Late evening In bed

Question: B12, B13 n = 1,874

13% 12%

26% 28%31%

39%

35%40% 39%

11% 11%

19%

26% 23%

42%

32%

38% 37%

Where are you when you access internet on your mobile phone?

At home At workWhile travelling While socialising

53% 46% 76% 31%

Weekday

Weekend

69%Currently Using

Nokia research: Mobile internet usage patterns

Nokia Corporation/ Kadence UK Ltd: Quantitative Scoping, Sep 2009


Question: G1 n = 385, G2 n = 144, G3 n = 190, G4 n = 198, G5 n = 84, G6 n = 238, G7 n = 152, G8 n = 145, G9 n = 145

13% 12%

9%8%

2%0%

-1% -1% Less positive

than general opinion

Maps on

Screen

Mobile Downloading

Maps on

RouteMaps turn by

turn Drive

Maps turn by

turn Walk

Video Watching

Personal Mobile Email

IM

More positive

than general opinion

82%

In general how do you feel about having adverts help

fund a mobile service?

18%

82%

Rejecters

Accepters

General Acceptance

Nokia research: Ad funding content services

Nokia Corporation/ Kadence UK Ltd: Quantitative Scoping, Sep 2009


Overall Acceptability Of Ads

Very Acceptable

Somewhat Acceptable

Neither Acceptable Nor Unacceptable

Somewhat Unacceptable

Very Unacceptable

Base: Total (757)Q1. The ads shown on your Garmin nuvi® device are in exchange for the free lifetime traffic service included with your device. Generally, how acceptable is it to you to have the ads show up on your device?

72% say the ads

are acceptable

23




Direct Access locations are distributed to hundreds of our mapping customers

Our maps are viewed more than 100 million times a day

Direct Access is a program dedicated to ensure accurate and comprehensive inclusion of POI locations in the

NAVTEQ® Map

NAVTEQ Direct Access Enhances your Location Experience

NOVOTEL LONDON53 Southwark Bridge Road, London


In Dash VehicleVirtually every major auto manufacturer and system vendor use NAVTEQ® maps in their products.

Portable Navigation Devices (PND)The foremost PND manufacturers in the world choose NAVTEQ.

WirelessThe leading global wireless brands choose NAVTEQ maps to help power their location-enabled devices.

Our Extensive Reach


http://www.lge.com/

http://www.lge.com/

http://www.lge.com/

http://www.navigon.de/index.html

http://www.navigon.de/index.html

http://images.google.com/imgres?imgurl=http://www.theparkwarehouse.co.uk/content/pictures/Motorola%20logo.jpg&imgrefurl=http://www.pflag.org/index.php?id=440&h=372&w=521&sz=19&tbnid=b63J16nwYSAJ:&tbnh=92&tbnw=129&prev=/images?q=motorola+logo&hl=en&lr=&oi=imagesr&start=2



http://www.navigon.com/site/de/de/;jsessionid=30EF7F1E067F2A38788036D18542FEE9

http://www.sony.com/index.shtml








POI Search – Example on Portable Navigation Device

*NAVTEQ Research, November 2007

79% of navigation owners look up a POI (Point of Interest) at least

once a month*.


€

Location Based Advertising is a powerful mobile advertising service which combines proximity, contextual and demographic targeting with location-based advertising engagement.

© 2009 NAVTEQ. All rights reserved. 30

© 2009 NAVTEQ. All rights reserved. 31









Click to call



Click to web/wap



Click to map



Click for info


Click to route


Routing!


Click-to-Map functionality was most used >> location information was important to the users

• Average 7% CTR• 39% Map engagement from campaign page• Capped to 5 mile radius

Promote the €1 cheeseburger and drive traffic to the nearest store

“...with NAVTEQ’s LocationPoint We can contextualise our promotionsand bring customers to the door...” Tomi Wirtanen, Head of Marketing, McDonald’s Finland

NAVTEQ LocationPoint™ – McDonald’s Case Study


• Hyper-local

• Compelling

• Integrated

• Easy to buy

• Results-oriented

NAVTEQ LocationPoint™ Advertising


uLocate on iPhone

NAVTEQ LocationPoint™ other examples

Loopt on iPhone Nobex on Blackberry


• Inventory now available at detail container spot• Millions of unique users per month and growing• Creative specs: 300x250

LBA Online – maps.ovi.com

300x250 example


A Sample Of Our Advertisers

http://bp1.blogger.com/_FwQQJTEiEfg/RlOwg_zl2OI/AAAAAAAAABU/Vvw4InI2fPQ/s1600-h/Staples_Color_logo.jpg



Twitter: @navteqmedia

Mandeep MasonDeputy Sales Director, EMEA

[email protected] 07791 460624

Good advertising moves people. Great advertising moves with them.

mailto:[email protected]


Business

Location targeting - Putting mobile advertising on the map, Mandeep Mason, Navteq