April 21st, 2009 by Richard Lee
Location-Based Advertising: Innovative Business Models That Are Paying Off Today – Ad:tech 2009
Location-Based Advertising: Innovative Business Models That Are Paying Off Today
MODERATOR:
Josh Goldman, Partner, Norwest Venture Partners
PANELISTS:
Sam Altman, Co-Founder and CEO
Scott Dunlap, Chairman of the Board, Founder and CEO, NearbyNow
Gordon Whitten, Founder and CEO, Sojern
Alistair Goodman, COE, 1020 Placecast
3 ways to target advertising
Demographic:
- What is this person like?
Behavioral:
- what is he/she doing?
- what has he/she done recently?
Geographic:
- where is he/she right now?
3 ways to target geography
Solicited:
- Asked user
Inferred:
- Assume location based on user actions
Computed:
- Compute or sense using reverse IP lookup or coordinates from gps of mobile device
- A very limited and difficult way to compute user data for a App developer is from the WAP header
Infer the segment (i.e. business traveler, versus casual traveller with 3 friends)
Sojern.com = Advertises on airline boarding passes (location based) – inferred based location advertising
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NearByNow Case Study: Hallmark (On The Way Ad)
Goal:
Target nearby shoppers with limited time incentive to purchase
Campaign stats:
- 21% click-through
- 4.6% redemption
- Hypertargeted
Ad and coupons
On the way Ads (on the way to Macy’s, buy Hallmark)
The more you focus, the lower the number
Concierge team? Call store and available item.
Coupon expire in 2 hours, to buy from one store vs. another
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1020 Placecast Case Study: Avis Web + Mobile Cmpaign
Client Goals:
- Objectives & metrics
- Geography & time
Identify audience segments
Targeting, cross-platform, dynamic messages, optimization, reporting
Created AccuWeather iPhone app
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Sojern Case Study: Boarding Pass with Desitnation- Specific Ads
Online boarding pass, printed boarding pass
Printed advertising on boarding pass which matches the location of the user’s destination. i.e. Coupons for food or entertainment in that city they landed
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Loopt Case Study: Hyper-Targeted Advertising
Results: real foot traffic and $$$ into storefronts
Advertise to users before they reach their competition’s store i.e. serve up a coupon that expires in 2 hours, based on location from a certain store.
Misc:
Mozes.com = Used Text-to-Screen commenting at Ad Tech