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Finding Your Way Through Location-Based Media: Case Study+ ++
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David StaasSVP, Marketing [email protected]@davidstaas
Alix HartSr. Director, Digital Marketing@trahla
Finding Your Way Through Location-Based Media: Case Study
Places
Proliferation of DevicesWorldwide smartphone sales will stretch 468 million
units in 2011, a 57.7% boost from 2010
Source: Gartner, April 2011.Source: JiWire, Q2 2011
Average devices owned by the
mobile audience 2.4Source: Gartner, April 2011
Source: JiWire, Q2 2011
What location-based services are you most interested in?
Source: JiWire, Q1 2011.
Mobile Driving In-Store Purchasing
3131%%
PurchasedIn-Store +5+5%%Researched
on Mobile
COMPASS: Locationize Your BrandA rich media, app-like location experience to connect consumers
Engage consumers when they are near
Your Brand’s Locations
Best Buy and JiWire CompassLocation-Based Advertising on Any Device
Summer Campaign:Connected on the Go
• May/June 2011
• Help match consumers with the right technology for their needs while on the go
• Mobile: Drive consideration & traffic to Best Buy
Best Buy & JiWire Two Location-Based Compass Campaigns
National Campaign“Connected on the Go”
1,101 Stores, All Markets
Local Market Campaign“Connected Stores”
14 Stores, Las Vegas & Pittsburgh
Campaign 1: Connected on the Go National, May & June 2011
Campaign Details:•National Campaign across 1101 Best Buy Stores•Cross channel: Smartphones, Tablets, Laptops•Across mobile & Public Wi-Fi•Same experience, but unique to each media
x
Campaign 2: Connected StoresLas Vegas & Pittsburgh, May 2011
Campaign Details:•Mobile Only Campaign •Delivered through Location-Based Apps•Engaged consumers near the 14 Best Buy Stores in target markets
Results: Store Level Engagement
National Pittsburgh
% consumers who clicked on individual store locations
1010%%
Las Vegas
1818%%
1212%%
• Drill-down insights on individual market differences & performance• Compare individual markets vs. National benchmarks for all stores
Results: Local Calls to Action
Walking Driving
Walking vs. Driving Directions
3838%%
6262%%
National Market
Local Market
% Consumers who clicked on
Directions
4040%% 4040%%
Wi-Fi Mobile Apps Wi-Fi Mobile Apps
Results: Consumer Learning by Device
Individual Best Buy Store Views
Individual Best Buy Store Direction Views
• Wi-Fi Highlight: 2.5 minutes average engagement time.
• Mobile Highlight:70% of the total people who clicked on location details got directions to store.
11.311.3%%9.19.1%%
2222%%
5353%%
Results: Device Trends
Smartphone Tablet
22% Higher Engagement on Tablet
2222%%
What’s Next? Locations Inventory and Deals, Leveraging Best Buys API
“The only thing better than overnight
delivery is In-Stock, Right
Now, Near You!”
- CTO, Best Buy Mar 2011
Finding Your Way Through Location-Based Media: Case Study
David StaasSVP, Marketing [email protected]@davidstaas
Alix HartSr. Director, Digital Marketing@trahla
