the promise of location based marketing - mobile media academy 2013 - yoose
DESCRIPTION
The Promise of Location Based Marketing Mobile Marketing Academy Webinar 2013 with YOOSE Topics Covered: Relevance is highlighted within location Geofencing Geoconquesting Location-based gaming Location based SMS Location based social Check ins Ethical concerns for LBM Best location-based campaignsTRANSCRIPT
YOOSE: The global hyper-local mobile ad network
“Location-based targeting to a mobile device is the ‘holy grail’ of advertising” - WPP Chairman Sir Martin Sorrell
THE PROMISE OF LOCATION BASED MARKETING
YOOSE: The global hyper-local mobile ad network
What is Location Based Marketing?
A form of advertising that integrates mobile advertising with location-based services. The technology is used to pinpoint consumers location and provide location- specific advertisements.
YOOSE: The global hyper-local mobile ad network
CAMPAIGN OBJECTIVE • Target over 400 Premier League, UK-based
Champions League Games & England’s World Cup Qualifiers
• Rich Media Campaign with dynamic content • Specific Time targeting
EA SPORTS - FIFA 14 GAME Sep – Oct 2013
Campaign Example
YOOSE: The global hyper-local mobile ad network
How Location Data is collected
YOOSE: The global hyper-local mobile ad network
YOOSE in Mobile Landscape Hyper Local Mobile Ad Network
YOOSE: The global hyper-local mobile ad network
http://www.slideshare.net/PocketYourShop/50-mobile-marketing-statistics-trends-insights-21545162 89 Slides
• http://digby.com/mobile-statistics/
• http://brandongaille.com/15-location-based-mobile-marketing-statistics-and-tips/
• http://marketing.anchormobile.net/blog/bid/202428/Mobile-Marketing-Statistics-2013-That-Will-Blow-Your-Mind
• http://www.factbrowser.com/tags/location-based_services/
• http://www.pijnz.com/infographics/location-based-marketing
• http://www.xad.com/intelligence
Statistic Resources
YOOSE: The global hyper-local mobile ad network
http://info.xad.com/q2-2013-report http://www.mobilemarketer.com/cms/lib/17450.pdf
http://www.mobilemarketer.com/cms/lib/18867.pdf
Whitepaper Resources
YOOSE: The global hyper-local mobile ad network
#geo-marketing
#geo-fencing
#hyper-local
#location based-marketing
#mobile advertising
#SOLOMO
#location based gaming
#location based sms
#infographics #lbma
#in-app advertising
#mobile couponing
#real time bidding
YOOSE: The global hyper-local mobile ad network
Geo-fencing combines awareness of the user's current location with awareness of nearby features, defined as the user's proximity to locations that may be of interest. To mark a location of interest, you specify its latitude and longitude. To adjust the proximity for the location, you add a radius. The latitude, longitude, and radius define a geofence. You can have multiple active geofences at one time. Developer.Andriod.com
Defining Geo-Fencing
YOOSE: The global hyper-local mobile ad network
1.5mi
Essential for Geo-Fence • Latitudes and Longitudes ( Lat– Long) of desired location or Area Coverage • Radius coverage to deliver impression for 1 geo-pin
Circular
Polygonal
Benefits for Hyper – Local Advertising • Reach out to local target audience • Increase Footfall of Chosen Location(s) • Real Time Bidding and Optimisation
YOOSE: The global hyper-local mobile ad network
CAMPAIGN OBJECTIVE • Drive footfalls to participating merchant outlets
during the Great Singapore Sale • Strengthen Mastercard’s ‘Priceless’ brand theme • Complement the multi-channel campaign on the
mobile medium
MASTERCARD SINGAPORE JUNE - JULY ‘13
SENTOSA
Campaign Example
YOOSE: The global hyper-local mobile ad network
Creation to Evolution: Geo-Conquesting
YOOSE: The global hyper-local mobile ad network
Ongridventures.com
To successfully use unmanned drones (or mobile digital devices) to target unsuspecting civilians (or shoppers) entering enemy territory (your competitors’ GeoFenced locations).
Defining Geo-Conquesting
YOOSE: The global hyper-local mobile ad network
Two Forms • Most popular form – target competitive location
with competitive advertisement • target behaviors and aim ads at people who
have gone to a certain set of locations in the past that identify them as good for poaching
Forms of Geo-Conquesting
YOOSE: The global hyper-local mobile ad network
Image source: smittysholdings.com
According to local mobile ad platform xAd, almost a third (32%) of advertisers using the most sophisticated kinds of geotargeting (usually more granular than ZIP, city or DMA) targeted the location of their competition in order to drive consumers to engaging with their alternative in Q2. This was up from 22% of campaign among so-called “precision geotargeters” in Q1.
Research and Results
YOOSE: The global hyper-local mobile ad network
Source: Verve Mobile
YOOSE: The global hyper-local mobile ad network
The Outback Steakhouse is one business that’s experienced considerable success with geo-conquesting. Recently, the popular restaurant used their knowledge of their customers and the competition to their advantage. First, the Outback set up geofences around competing restaurants in the area. Then their marketing team developed a series of mobile advertisements and ran them in apps that were popular with their target audience. When mobile users crossed into the perimeters, the advertisements popped up on their smartphones. Those who clicked through could make a reservation with a few taps of the screen.
The results of their recent campaign were impressive. The Outback locations that employed this geo-conquesting strategy saw an 11% click through rate on landing page features such as viewing menus and locating nearby restaurants. They attracted business by getting the attention of potential customers who may have been on the way to eat at a competitor location.
See more at: http://screenwerk.com/2013/08/14/report-geo-conquesting-mobile-ads-deliver-11-conversion-lift/
http://www.mediapost.com/publications/article/206738/#axzz2ijB4iFuc
OutBack Steakhouse Case Study
YOOSE: The global hyper-local mobile ad network
• Deep understanding of both your customers’ behavior and your competition
• Well-crafted market research campaign: § Footfall and psychographics of target location § Best Mobile campaign for smooth user
journey § Creative strategies to stay ahead of
competition
How to achieve a successful Geo-Conquesting campaign
YOOSE: The global hyper-local mobile ad network
1. Test different targeting radiuses: The optimal targeting radius used for geo-conquesting will vary by business and industry. As a result, test multiple distances in the campaigns to determine the appropriate targeting fence for the locations.
2. Use location-aware creative: Location is central to geo-conquesting, so leverage this unique feature to create the most relevant creative by telling the consumer how near they are to your locations.
3. Use action-oriented creative: Coupons, promos, new products or limited-time offers provide an extra incentive for a consumer to choose a brand over it's primary competitor.
4. Make conversion easy: The fewer barriers between a consumer and a business, the more likely they are to come in the door. As a result, provide one-click access to things such as phone number, location map or map and driving directions.
5. Track performance past the CTR: Secondary action rates are especially important in geo-conquesting, as these consumers may need something extra to attract them from going into a competitor's location. Understanding what they are looking for (directions, menus, coupons) is key to the success of current and future campaigns.
Creative Strategies
YOOSE: The global hyper-local mobile ad network
• Welfare of Gamers/Players on route
• Safety – Walking with phone on a busy street
• Precaution- Anger amongst player could possibly create fight in real life
• Design Limitation on Google Maps
• Lack of control over the world. Often enough players will travel to highly dense and competitive areas or conversely, to the middle of nowhere with nothing to interact with. As a result, it is much more difficult to balance gameplay and to define starter zones in these games than in purely virtual worlds.
Challenges
YOOSE: The global hyper-local mobile ad network
YOOSE: The global hyper-local mobile ad network
give you venue details, including latitude and
longitude
• Google Places - Well maintained, but more restrictive terms of use. Did you pick OSM for your map data provider? Too bad – you can’t display Google places on a non-Google map. Is your game not free-to-play? Also no good.
• Foursquare – Their data is typically more exhaustive, but user-generated content is user-generated content. You’ll occasionally see results like “Awesome Party” and “Two Girls and a Cat.”
• Factual – Better data quality, but more expensive. Their free cap is only 10,000 calls per day. With a game that allows travel away from your current location, you could easily hit this with a few hundred active users.
• Using Google Maps, you can very easily add basic annotations and overlays, as its nature is a routing app. You can also, using the Styled Map Wizard, customize colors, visibility, etc. of a number of map elements. Beyond these two basic features, you run into a brick wall as you’re only allowed to access the data using public Google SDKs. Trying to re-skin the ground using a grass texture? No can do.
• Using OSM, the closest thing to an official provider is CloudMade. The data is available as both image and vector tiles. The hard part is to get a renderer up and running to your specifications, but once everything’s working, you can style things however you like.
YOOSE: The global hyper-local mobile ad network
Global Outbreak Red Robot Labs
Plague Inc. Miniclip.com
Sacracy RPG Enthusia studios
Parallel Mafia MMORPG Enthusia studios
For more LBS games: http://www.gamezebo.com/location-based-games http://geosocialgames.com/list-of-gsgs/
Examples of Successful Location based games
YOOSE: The global hyper-local mobile ad network
A real-world espionage adventure for your iPhone. Take to the streets, guided by GPS and the voice of your handler to real locations on an undercover mission of hacking, spying, sabotage and murder. Play it anywhere in the world!
Example Of Location Based Gaming
YOOSE: The global hyper-local mobile ad network
http://venturebeat.com/tag/location-based-games/
http://www.androidapps.com/games/articles/13006-four-free-awesome location-based-games-for-android
http://thenextweb.com/insider/2013/05/10/yahoo-acquires-location-based-mobile-gaming-company-loki-studios/
http://www.tatango.com/blog/top-10-most-commonly-asked-location-based-mobile-marketing-questions/
http://allthingsnav.navigation.com/article/beyond-geocaching-location-based-games-use-gps-bridge-real-and-fantasy-worlds
http://www.prweb.com/releases/2013/8/prweb11024665.htm
Resources
YOOSE: The global hyper-local mobile ad network
Example of Company providing Location based SMS
Anchor Mobile Compatible with Carriers:
Verizon AT&T
U.S. Cellular T-Mobile
How it Works Step 1 SMS subscriber enters a geo-fencing boundary during a campaign. Step 2 SMS alerts can be activated and sent directly to their cell phone automatically, based on their location. Step 3 Weather alerts, location deals, suggested activities in the area, traffic alerts, and more.
YOOSE: The global hyper-local mobile ad network
Statistics for Location Based Marketing SMS
Source: Upstream / YouGov
YOOSE: The global hyper-local mobile ad network
Customer Interaction: Place your message in your customers hand when they are in the right location and ideal mind-set to respond to your offer.
Brand Engagement: Engage with your customers from the point of awareness to redemption. From the comfort of their mobile phones, allow your customers to engage with your brand through interactive competitions, voting opportunities etc.
Targeted & Relevant: Cut through the clutter. Identify and target your customers only when they are in the location relevant to your campaign or offering.
Benefits of Location Based Marketing SMS
YOOSE: The global hyper-local mobile ad network
Customer Acquisition: Convert prospects to customers at the touch of a button
Sponsorship: Enhance your sponsorship campaigns by interacting with your customers when they are at your event
Measurement: Track your campaign success from delivery right through to redemption
ROI: Maximize campaign ROI for you or your clients
Benefits of Location Based Marketing SMS
YOOSE: The global hyper-local mobile ad network
#geosocial networking #SOLOMO
Geo-location Revolution: Location based social
YOOSE: The global hyper-local mobile ad network
Key players and their Mobile Apps
YOOSE: The global hyper-local mobile ad network
#SOLOMO
#SoLoMo
YOOSE: The global hyper-local mobile ad network
http://econsultancy.com/sg/blog/11303-eight-great-location-based-mobile-campaigns-from-2012
Example of SoLoMo Case Study
YOOSE: The global hyper-local mobile ad network
http://vimeo.com/77764676
SOCIAL NETWORK, MEETS REAL LIFE
Example of SoLoMo Network
YOOSE: The global hyper-local mobile ad network
#infographics
YOOSE: The global hyper-local mobile ad network
• A good or bad review on Checkedin basis
• Word of Mouth Marketing spreads faster
• Geo-targeting of desired audience group is not 100%
• “Badge” fatigue
• App Refreshing page turnover time is comparable to Digital Page click-through time
What you should take note of with Location Based Marketing(Social)
YOOSE: The global hyper-local mobile ad network
• http://www.slideshare.net/pagetx/get-local-how-locationbased-social-media-can-drive-business
• http://sproutsocial.com/insights/2010/11/7-steps-to-a-successful-location-based-social-media-campaign/
• http://www.digitalartsonline.co.uk/news/creative-business/how-create-location-based-social-media-marketing-campaigns-for-clients/
• http://socialmediatoday.com/edwin-huertas/456146/building-location-based-social-media-marketing-campaign
Resources
YOOSE: The global hyper-local mobile ad network
• Privacy & Security Concerns : We are watching you?
• Option to use Push or Pull Approach in Location Based Marketing
Concerns regarding Location Based Marketing
YOOSE: The global hyper-local mobile ad network
• Location Based Marketing is changing with the tide
• Trend changes, the Technology fundamental concept stays, Market is volatile and results are based on consumers’ interest
• Focus on Value and Trust as the main 2 pillars
• Customers must understand the value they receive from LBS and sharing their information
• Value and Results of the Location Based Campaign is defined from your marketing plan (i.e. loyalty programme integration)
• Customer Acquisition is how you define your geo-targeting
• Own Store Geo-targeting vs. Competitor Store Geo-targeting
• Increase Loyalty Base or Increase New Competitors’ customer base
• Geo- target based on your Customer Behaviour and Business Time
• Time Parting( Certain Time Targeted) vs Whole day Targeting
Key Points to take away
YOOSE: The global hyper-local mobile ad network
• Performance of Campaign
• Similar to Digital Campaign
• Results would be based on consumer-initiative and response
• Align your marketing campaign results to your campaign
• Matrices of your campaign
• Based on the footfall of the target area which would be within the geo-fence
Key Points to take away
YOOSE: The global hyper-local mobile ad network
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