The Location Promise November, 2011

Hype or Hope?

The Promise…

Ultimate 2-way targeting

Higher Response Rates

Cost effective

…the Reality

Promise vs. Reach out of whack

CTR dependent on offer not media

ROI questionable

What to Do?

Roll in if appropriate for your brand objectives

Consider non-performance

uses

Integrate to Maximise CTR

Determine the hype/usability

ratio

Recognise limitations until

it scales

The Shift to Context

iOS 5 puts substance behind the promise

Context will create a new planning dimension

Path + Location

Contextual Profiles

Context Customisation

Thank you! Obrigado! Gracias! Merci! Grazie! Arigatô! Vielen Danke! Terima Kasi!