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Vincent Maher – Location Based Advertising
Location Based Advertising Vincent MaherPortfolio Manager: Social Networking - Vodacom SA
Vincent Maher – Location Based Advertising
What is LBA? Advertising targeted based on your physical location and proximity
Vincent Maher – Location Based Advertising
How does it work?
push + pullPush Changes in location trigger a
message Example: Bluetooth transmitters
Pull User requests data and gets targeted ads Example: logging onto the Grid
Vincent Maher – Location Based Advertising
GPS (satellite triangulation) Cellular LBS (cell mast triangulation) Wi-Fi hotspot location (mostly in the US) IP address (ISP POP location) User Generated Location (profiles, browsing)
Vincent Maher – Location Based Advertising
Steps for pull advertisingUser requests contentApplication server requests advertising
and passes geo locationAd server chooses ad and sends it back to
the user
Vincent Maher – Location Based Advertising
Prerequisites User’s locationAd server that supports location-targetingApplication that adds location to ad requests
Vincent Maher – Location Based Advertising
The jetsetter You’re in a new city looking for a restaurant The bargain hunterAbout to purchase but looking for a better dealThe party animalLooking for events near me tonight
Vincent Maher – Location Based Advertising
The (very) small businessHairdressers, plumbers, TV repair, dog kennels and everybody else
Oldest form of advertising, livery on a storefront. Local newspapers vs. global media.
Vincent Maher – Location Based Advertising
Vincent Maher – Location Based Advertising
Vincent Maher – Location Based Advertising
Time is important1 7AM Slow7 9AM Spike9 12PM Moderate12 2PM Spike2 7PM Slow rise7 11PM Spike11 1AM Slow decrease
Vincent Maher – Location Based Advertising
Maps aren’t everything2 Models – display and text ads in content + points of interest on maps
Often location-based ads work better away from a map, maps can be boring and have specific uses
Vincent Maher – Location Based Advertising
What to expectLow volumes of impressions and a higher click-through rate
Our experience in trials: web ads up from 0.4 to 0.6% CTR
Vincent Maher – Location Based Advertising
How it works on The GridWeb, mobi, Java
Vincent Maher – Location Based Advertising
Nando’s on the Web6 locations around Cape Town, 3 – 5km radius per locationHigher than average CTR
Vincent Maher – Location Based Advertising
Text ads below the dashboard map
Interstitial ad between
dashboard and contact list
Vincent Maher – Location Based Advertising
What about privacy?Revealing location seems dangerous, users must have complete control over who can see their location
Vincent Maher – Location Based Advertising
SummaryLBA makes digital advertising appealing for smaller advertisers, should increase the volume of clicks and improve relevance of the advertising
