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Slides shown at the Geo Meetup on 27th November at Google HQ in London on location based advertising
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www.London-Calling.org.ukwww.London-Calling.org.uk
What will it take for mobile location to find itself ?
Andrew Grill, Mobile Advertising Evangelist
London Geo/Mobile Developers Meetup Group – 27 November 2008
www.London-Calling.org.uk
Introduction
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www.London-Calling.org.uk
What we’ll cover in just 10 minutes
• Why the Starbucks example will never happen
• What Advertisers want
• Location’s place in the mobile advertising value chain
• What’s here and now & what’s next
www.London-Calling.org.uk
Let’s kill off the “Starbucks Example”
Assume the following campaign
50,000 opt-in users
2 week campaign (Mon-Fri) = 10 days
8 hour window (8am – 4pm)
Check location every 5 minutes by operator cell-ID
Assume £0.10 per poll
What would this cost?
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The cost breakdown…
50,000 users10 days8 hours12 polls/hr£0.10 per poll£4.8m
ALMOST5 MILLION Pounds!
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The Mobile Advertising Value Chain
Advertisers need…Advertisers need…Advertisers need…Advertisers need…
Measurability • Ability to track consumer engagement by counting clicks vs. displays • Ability to track consumer engagement by counting clicks vs. displays
Targeting • Aggregated and specific customer information (e.g. age, gender, segment, lifestyle)
• Aggregated and specific customer information (e.g. age, gender, segment, lifestyle)
Relevance • Ads must be conveyed to the precise target in the right context …• Ads must be conveyed to the precise target in the right context …
Location • Information on the consumer location to increase relevance of ads • Information on the consumer location to increase relevance of ads
Advertisers/ Brands
Advertisers/ Brands
Marketing Agencies &
Media Buyers
Marketing Agencies &
Media Buyers
EnablersEnablers Content ProvidersContent
ProvidersAggregatorsAggregators Device
MakersDevice Makers
Wireless OperatorsWireless
Operators SubscribersSubscribers
Traditional Promotional Channels
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Mobile operators don’t have all the data advertisers need
eg Vodafone Australia mobile advertising brochure
• Gender
• Phone type
• Postcode
• Segmentation
• Age
• Gender
• Spending pattern
• Credit worthiness
• Location??
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Mobile advertising today
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We must ask the user’s permission and preference
Dynamic location information can enhance the user experience
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Mobile LBS Landscape
• Significant uptake by consumer of location services – driven by:– Device capabilities (larger - sharper displays , 3G data rates & GPS)– Quality content (maps, POI, navigation engines)– Attractive data tariffs (but not everywhere)
• Current focus around navigation & search
• Future growth expected in location based advertising & social networking
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www.London-Calling.org.uk
Mobile LBS Landscape
• The industry can’t wait any longer for operators to provide cell-ID data to 3rd parties – Google, Nokia, Skyhook Wireless are doing it themselves
• Advertisers need cross network and cross country coverage
• Google Gears Geolocation API should help level the playing field
• We need it for Symbian and not just Windows mobile!
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What does this all mean for location based advertising?
• Technically possible to provide a location capability
• Until advertisers can use location with scale and ease it will be niche
• Consumers starting to use GPS and operator independent location services and understand the benefits
• Developers have a choice for LBS feeds (Google vs operators)
• Flat rate data plans driving usage
• Location can become advertising inventory
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Google Maps – now with sponsored links
www.google.com/gmm
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WiFi location – Skyhook Wireless
www.skyhookwireless.com
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“Location Broking” with Fire Eagle from Yahoo!
www.fireeagle.com
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Blogloc – post your location on a blog
www.blogloc.com
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Shozu + Flickr = geotagged photos
m.shozu.com www.flickr.com
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Rummble – location based social networking
• Free to consumer• Ad / sponsor funded• Timely, trusted, personalised
content
www.rummble.com
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Locatik – location based social networking
www.locatik.com
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New Friend View service from Nokia
Consumers first need to understand the benefits of a location service
friendview.nokia.com
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Andrew Grill
www.andrewgrill.com/contact
Follow the latest news atwww.london-calling.org.uk
http://LBS.andrewgrill.comTwitter: @andrewgrill