Upload
imedia-uk
View
1.508
Download
3
Tags:
Embed Size (px)
DESCRIPTION
Maximising relevance has become a mantra for forward thinking brands and their agencies. In this session we will explain how location can add new layers of context to consumer behaviour, resulting in ad targeting that drives deeper, more immediate engagement and action from consumers.Based on Navteq's most recent research, we will look at the acceptance of location based ads from a consumer perspective, their behaviour with location enabled apps and the clear opportunities emerging for brands. To round off the session we'll look into some real life examples of location based campaigns in the market today, and set out some guidelines for brands and agencies to start getting involved.
Citation preview
© 2009 NAVTEQ. All rights reserved.
Mandeep Mason,Deputy Advertising Sales Director EMEA
Location targeting is putting mobile advertising on the map
© 2009 NAVTEQ. All rights reserved.
are viewed by over 100 million users every day.
© 2009 NAVTEQ. All rights reserved.
On average over 1.2 Million Nokia phones sold every day
© 2009 NAVTEQ. All rights reserved.
Navigating Consumers To Your Front Door
© 2009 NAVTEQ. All rights reserved.5
Why location?
© 2009 NAVTEQ. All rights reserved.6
© 2009 NAVTEQ. All rights reserved.7
And Provide Solutions
© 2009 NAVTEQ. All rights reserved.8
We Map the World
© 2009 NAVTEQ. All rights reserved.9
The Grand, 97-99 King's Road, Brighton, BN1 2FW
530595,10408
You are here!
© 2009 NAVTEQ. All rights reserved.10
© 2009 NAVTEQ. All rights reserved.11
© 2009 NAVTEQ. All rights reserved.12
© 2009 NAVTEQ. All rights reserved.13
© 2009 NAVTEQ. All rights reserved.
Modern Solutions
© 2009 NAVTEQ. All rights reserved.15
Why Location? The widespread integration of GPS into mobile phones has (finally) unlocked the door for Location Based Advertising
• 240 million GPS enabled handsets shipped in 2009 alone• GPS is the most desired handset function in Western Europe• 94% of consumer purchases are still made at brick and mortar locations• Mobile Mapping Usage UK is growing 86% year on year
© 2009 NAVTEQ. All rights reserved.
Sources: Strategy Analytics ComScore Javelin Strategy and Research
Mobile Maps Users (000) Feb-2009 Feb-2010 % Change
EU5 12,530 21,099 68% UK 3,070 5,700 86% Germany 2,159 3,870 79% Spain 1,830 3,132 71% France 2,272 3,518 55% Italy 3,198 4,879 53%
© 2009 NAVTEQ. All rights reserved.© 2009 NAVTEQ. All rights reserved.16
© 2009 NAVTEQ. All rights reserved.
Consumer Context
On Device Marketing
Display Advertising
Carrier CRM Data Behavior and Location
© 2009 NAVTEQ. All rights reserved.
In application advertising
• Nokia is seeing over 1.7m downloads a day through Ovi Store.
• On average, each registered user has downloaded almost (12) items from Store since the launch of the service.
• New users are up in Jan more than 100% month-on-month from Dec.
• Shazam, the music identification service, was being downloaded in 123 countries shortly after launch
• Supported by 100 separate Nokia devices
• Active users from more than 180 countries
© 2009 NAVTEQ. All rights reserved.
Case study | Nike targets football fans
Pan-European mobile display campaign on Nokia.mobi
More than 200,000 Nike T90 Football Games downloaded
Average 7% CTR, 33% on some sites
© 2009 NAVTEQ. All rights reserved.
Content Channels with Select Premium Publishers
© 2009 NAVTEQ. All rights reserved.
Mobile internet usage is still growing
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
11,000,000
12,000,000
13,000,000
14,000,000
MAY 2006
JUL 2006
SEP 2006
NOV 2006
JAN 2007
MAR 2007
MAY 2007
JUL 2007
SEP 2007
NOV 2007
JAN 2008
MAR 2008
MAY 2008
JUL 2008
SEP 2008
NOV 2008
JAN 2009
MAR 2009
MAY 2009
JUL 2009
SEP 2009
NOV 2009
Source: Comscore 3 month rolling average
© 2009 NAVTEQ. All rights reserved.21
What sort of time of the day do you typically access internet on your mobile phone?
Before breakfast
Breakfast Early morning
Late morning Lunch Afternoon
Early evening
Late evening In bed
Question: B12, B13 n = 1,874
13% 12%
26% 28%31%
39%
35%40% 39%
11% 11%
19%
26% 23%
42%
32%
38% 37%
Where are you when you access internet on your mobile phone?
At home At workWhile travelling While socialising
53% 46% 76% 31%
Weekday
Weekend
69%Currently Using
Nokia research: Mobile internet usage patterns
Nokia Corporation/ Kadence UK Ltd: Quantitative Scoping, Sep 2009
© 2009 NAVTEQ. All rights reserved.22
Question: G1 n = 385, G2 n = 144, G3 n = 190, G4 n = 198, G5 n = 84, G6 n = 238, G7 n = 152, G8 n = 145, G9 n = 145
13% 12%
9%8%
2%0%
-1% -1% Less positive
than general opinion
Maps on
Screen
Mobile Downloading
Maps on
RouteMaps turn by
turn Drive
Maps turn by
turn Walk
Video Watching
Personal Mobile Email
IM
More positive
than general opinion
82%
In general how do you feel about having adverts help
fund a mobile service?
18%
82%
Rejecters
Accepters
General Acceptance
Nokia research: Ad funding content services
Nokia Corporation/ Kadence UK Ltd: Quantitative Scoping, Sep 2009
© 2009 NAVTEQ. All rights reserved.
Overall Acceptability Of Ads
Very Acceptable
Somewhat Acceptable
Neither Acceptable Nor Unacceptable
Somewhat Unacceptable
Very Unacceptable
Base: Total (757)Q1. The ads shown on your Garmin nuvi® device are in exchange for the free lifetime traffic service included with your device. Generally, how acceptable is it to you to have the ads show up on your device?
72% say the ads
are acceptable
23
© 2009 NAVTEQ. All rights reserved.24
© 2009 NAVTEQ. All rights reserved.25
© 2009 NAVTEQ. All rights reserved.
Direct Access locations are distributed to hundreds of our mapping customers
Our maps are viewed more than 100 million times a day
Direct Access is a program dedicated to ensure accurate and comprehensive inclusion of POI locations in the
NAVTEQ® Map
NAVTEQ Direct Access Enhances your Location Experience
NOVOTEL LONDON53 Southwark Bridge Road, London
© 2009 NAVTEQ. All rights reserved.
In Dash VehicleVirtually every major auto manufacturer and system vendor use NAVTEQ® maps in their products.
Portable Navigation Devices (PND)The foremost PND manufacturers in the world choose NAVTEQ.
WirelessThe leading global wireless brands choose NAVTEQ maps to help power their location-enabled devices.
Our Extensive Reach
© 2009 NAVTEQ. All rights reserved.
POI Search – Example on Portable Navigation Device
*NAVTEQ Research, November 2007
79% of navigation owners look up a POI (Point of Interest) at least
once a month*.
© 2009 NAVTEQ. All rights reserved.
€
Location Based Advertising is a powerful mobile advertising service which combines proximity, contextual and demographic targeting with location-based advertising engagement.
© 2009 NAVTEQ. All rights reserved. 30
© 2009 NAVTEQ. All rights reserved. 31
© 2009 NAVTEQ. All rights reserved.32
© 2009 NAVTEQ. All rights reserved.33
© 2009 NAVTEQ. All rights reserved.34
© 2009 NAVTEQ. All rights reserved.35
© 2009 NAVTEQ. All rights reserved.36
© 2009 NAVTEQ. All rights reserved.37
© 2009 NAVTEQ. All rights reserved.38
© 2009 NAVTEQ. All rights reserved.39
Click to call
© 2009 NAVTEQ. All rights reserved.40
© 2009 NAVTEQ. All rights reserved.41
Click to web/wap
© 2009 NAVTEQ. All rights reserved.42
© 2009 NAVTEQ. All rights reserved.43
Click to map
© 2009 NAVTEQ. All rights reserved.44
© 2009 NAVTEQ. All rights reserved.45
Click for info
© 2009 NAVTEQ. All rights reserved.46
Click to route
© 2009 NAVTEQ. All rights reserved.47
Routing!
© 2009 NAVTEQ. All rights reserved.
Click-to-Map functionality was most used >> location information was important to the users
• Average 7% CTR• 39% Map engagement from campaign page• Capped to 5 mile radius
Promote the €1 cheeseburger and drive traffic to the nearest store
“...with NAVTEQ’s LocationPoint We can contextualise our promotionsand bring customers to the door...” Tomi Wirtanen, Head of Marketing, McDonald’s Finland
NAVTEQ LocationPoint™ – McDonald’s Case Study
© 2009 NAVTEQ. All rights reserved.
• Hyper-local
• Compelling
• Integrated
• Easy to buy
• Results-oriented
NAVTEQ LocationPoint™ Advertising
© 2009 NAVTEQ. All rights reserved.
uLocate on iPhone
NAVTEQ LocationPoint™ other examples
Loopt on iPhone Nobex on Blackberry
© 2009 NAVTEQ. All rights reserved.51
• Inventory now available at detail container spot• Millions of unique users per month and growing• Creative specs: 300x250
LBA Online – maps.ovi.com
300x250 example
© 2009 NAVTEQ. All rights reserved.
A Sample Of Our Advertisers
© 2009 NAVTEQ. All rights reserved.
© 2009 NAVTEQ. All rights reserved.
Twitter: @navteqmedia
Mandeep MasonDeputy Sales Director, EMEA
[email protected] 07791 460624
Good advertising moves people. Great advertising moves with them.
© 2009 NAVTEQ. All rights reserved.55