Using Location in Mobile Advertising Mandeep Mason Dpt. Sales Director, Advertising, EMEA
Using Location in Mobile Advertising
Mandeep MasonDpt. Sales Director,
Advertising, EMEA
39% of UK consumers use
smartphones today.
Smartphone usage is on the rise sharply
Data is from the July 2010 Credit Suisse report titled "Convergence 2010: The Wireless Web World." 1,050 US consumers were surveyed in 2010.
75% smartphone user
penetration in the UK by 2015.
0
500
1,000
1,500
2,000
2,500
2007 2008 2009 2010 2011E 2012E 2013E 2014E 2015E
Mobile Internet Users
Desktop Internet Users
Inte
rnet
Use
rs (
MM
)
Source: Morgan Stanley Research
Mobile is set to outstrip desktop Internet usage
Consumers willing to share location information
Consumers are increasingly sharing
their location in exchange for
location-relevant content & services
Jan. 2011 Cross-Tab Marketing Services Report. Microsoft, “Location Based Services
Usage & Perceptions Survey”
I will be at the….
I’m here in….
I’m currently at…
Come by the..I’m currently at…
I’m currently at…
I’m here in….
I will be at the….
I will be at the….
I will be at the….
Come by the..
Come by the..
Come by the..
Come by the..
I’m here in….
I’m here in….
I’m here in….
Mobile mapping usage growing over 80% YOY, 7m+ UK users
Extending value and improving experiences for the user
Helping to locate and get to physical outlets/ destinations
Cross-selling other services
Improving advertising experiences
How location is being leveraged by mobile services
83% of consumers in the UK
find location-based offers &
information valuable.
Consumers find location-based offers valuable
Jan. 2011 Cross-Tab Marketing Services Report. Microsoft, “Location Based Services
Usage & Perceptions Survey”
UK market grows 116% to £86m in
2010 – led by Display & Search
Dramatic increases in mobile ad spend
IAB & PWC Mobile Ad Spend Study, March 2011
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Several Automotive brands already contributing to this growth
Driving traffic to mobile sites & stimulating app downloads
Vehicle brochures/ information
Vehicle Configurators
Dealer locator services
Test drive requests
Providing downloadable mobile content
Generally building and maintaining brand awareness
Online vs. physical retail sales
What % of all retail purchases in
Europe occur at brick and mortar
locations?
Forrester Research Online Retail Forecast 2010 to 2015
97% of retail sales are still through physical stores
Mobile is becoming an effective footfall driver
41% of consumers take action,
such as redeeming a coupon or
entering the store advertised,
due to location-based ads on their
mobile device.
Jan. 2011 Cross-Tab Marketing Services Report. Microsoft, “Location Based Services
Usage & Perceptions Survey”
APPS DISPLAY /POINTS OF INTEREST
SEARCHMESSAGING
FROM: PEUGEOT
THE NEW PEUGEOT RCZ SPORT
COUPE, ONLY £299 PER MONTH –
ADDITIONAL DISCOUNTS AVAILABLE
DURING SEPTEMBER. BOOK YOUR
TEST DRIVE TODAY BY CALLING
0800100100
CLICK URL FOR A DOWNLOADABLE
MOBILE BROCHURE
WWW.M.PEUGEOT.COM
*Example Only
REWARD
LOCATION-BASED CONTENT, OFFERS & INFORMATION
INFORM NAVIGATESHAREENGAGE
DRIVE OBJECTIVES & ROI
APPLY AUDIENCE PROFILING AND OTHER MEDIA TARGETING FEATURES
Opportunities created by ‘geo-fencing’ mobile advertising
• Improve relevance and context for consumers
• Improve effectiveness of media spend
• Localise advertising creative
• Tailor information/ offers by location
• Target strategic locations (not just your own)
Mobile ad networks are growing reach & targeting features
1
5
Banner Ad(Weather example)
Landing PageClick to call
Click to WAP/WEB
Click to Map
Map Page•Click to drive
•Click to walk
•Click to save
Navigation
& Routing
Ovi Maps
Homepage
Example user journey & campaign options
1
6
Case study: Peugeot
Promoting RCZ Sport Coupe for €299per month.
The campaign pinpointed the nearest auto dealer for a test drive and offered click to call to nearest dealer.
Targeted a 5 mile radius around 428auto dealerships in total.
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7
Case study: Peugeot
1.25%CTR (industry average = 0.49%)
Of those who clicked:
29% post click engagement
640 phone calls to auto dealerships
Peugeot RCZ Sport Coupe
Results
Case Study: Suzuki
3.3%CTR (industry average = 0.49%*)
Of those who clicked:
11.5% clicked to site
34.5% clicked to map
• Informing users about the Maruti SX4 diesel
and encouraging experiences at their nearest
dealer, as well as access to the mobile website
• Targeted 486 dealers
• Targeted 5 Miles around each dealership
Case study: Europcar
3% click-through rate
Of users who clicked through:
12% selected the click-to-call option
33% selected the click-to-map option
• Over 400 calls generated
• Over 100 in branch visits recorded
• Informing consumers about nearest Europcar
booking and pick-up points, as well as special
promotional offers.
Increase footfall to dealerships
Promote product launches/ releases
Sustain in market brand presence
Drive lead generation/ registrations
Drive site traffic/ app downloads
Promote brand events
In summary: LBA can help effectively drive several objectives
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1
Questions or ideas?
www.navteqmedia.com
Mandeep Mason
@navteqmedia
Good advertising moves people.
Great advertising moves with them.