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Benjamin Ezrick Senior Strategist, Digital Innovation OgilvyInteractive

Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

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Page 1: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

Benjamin EzrickSenior Strategist, Digital Innovation

OgilvyInteractive

Page 2: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

Digital Innovation GroupDigital Innovation Group

“Encourage innovation. Change is our lifeblood, stagnation our death knell.” - David Ogilvy

Areas of focus:Mobile Interactive TVGamingDigital Out-of-home

Page 3: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

The Mobile MarketThe Mobile Market

U.S. mobile phone penetration

U S mobile Internet penetrationU.S. mobile Internet penetration

Projected growth of point-of-interest(POI) or location-based advertising(POI) or location-based advertising

Page 4: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

Location-based advertising generally i h i l l i kirequires physical location tracking

Cell Tower

GPS

Bluetooth

Wi-Fi

Page 5: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

The PromiseThe Promise

ImmediatelyShopping Pass Store Receive Coupon Immediately Redeem

Page 6: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

The RealityThe Reality

� Only 2% of the mobile population utilizes LBS

� People rarely keep Bluetooth enabled.

� Determining your location is not easy.

� Few mobile vendors can deliver national scale.

1. Mobile users must opt-in to receive messages. p g

2. Few people desire phones with GPS.

Page 7: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

Present DayPresent Day

Page 8: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

LBS SMS – DHL CampaignLBS SMS DHL Campaign

Nominated for best mobile game 2008

Page 9: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

Nokia Interactive Media Labs & MITNear-Field Communication is a short-range high-frequency wireless communication technology which enables the exchange of data between devices over approximately 10-cm distance. Current usages include10 cm distance. Current usages include mobile ticketing on public transportation systems, mobile payment, smart postering, and Bluetooth pairing.

Test:Test: For this project, we imagine a future on usage scenarios of NFC technology in the specific context of MIT Campus, from the perspective of an MIT student. A

Locations: Boston and London

Page 10: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

MIT VideoMIT Video

Page 11: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

Loopt Social Mapping

Loopt is a social network that allows members to use GPS to track their friend’s’ location.

CBS ill se Loopt’s GPs technolog toCBS will use Loopt’s GPs technology to power location-based ads across their cites: CBS Mobile News and CBS Mobile Sports.

Page 12: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

Will The iPhone Revolutionize LBS?Will The iPhone Revolutionize LBS?

General Population: iPhone Users:

Mobile Web: 14%

Mobile Search: 6 1%

Mobile Web: 85%

Mobile Search: 59%Mobile Search: 6.1%

Social Networking: 4.2%

Mobile Search: 59%

Social Networking: 49%Social Networking: 4.2% Social Networking: 49%

Source: M:Metrics 2008 and emarketer

Page 13: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy

C t t I f tiContact Information

Benjamin EzrickSenior Strategist, Digital InnovationOgilvyInteraciveOgilvyInteracive

Office: (212) [email protected]

Digital Innovation Newsletter: www innovation ogilvy comDigital Innovation Newsletter: www.innovation.ogilvy.com