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

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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

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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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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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Questions or ideas?

www.navteqmedia.com

Mandeep Mason

mandeep.mason@navteq.com

@navteqmedia

Good advertising moves people.

Great advertising moves with them.