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Panel Topic:
How to create valuable inventory
and enable brands to target their and enable brands to target their
placements
Moderated By:
Lisa Peterson
September 23, 2009
U.S. Consumer LBS Market Growth
•1 in 10 mobile subscribers
used an LBS in 4Q081
•LBS is highest revenue
generating application
category (contributing 70%+) 220.00
25.00
30.00
35.00
Mil
lio
ns
of
Su
bsc
rib
ers
U.S. Location Based Services Users
category (contributing 70%+)
•3000+ applications in
“Navigation” category on
iPhone, 25% are free3
•$Over $2B Market (consumer
LBS) in U.S. by 20124-
5.00
10.00
15.00
20.00
2006 2007 2008 2009 2010
Mil
lio
ns
of
Su
bsc
rib
ers
Enterprise/MRM
Consumer
(Estimated)Source: 1) Market Research Study by Limbo and GfK Technology; 2)
Nielsen Mobile ,4Q08; 3) Apple iPhone App Store; 4) IDC LBS
Report, December 2008, #215852
Questions: Is an ad-based model needed to achieve this growth?
When is the volume meaningful to the advertisers?
U.S. Mobile Advertising Market
Question: Is Location one of the “missing” elements that is needed
to help mobile advertising take off?1Nielsen Mobile, 2Q08 Report
Chart Source: Kelsey Group
A Winning Combination?
Mobile Advertising
More
Consumer
Location
More
ValueAdvertiser
Industry
Question: What is the right equation for creating more value
for the key stakeholders?
Topics To Be Addressed
• The current state of Location Based Advertising
• How important is location to advertisers?
• How important is advertising to LBS?
• How to create a platform that enables advertisers to reach the
desired target desired target
• What is the value of geo-enabled content and applications to
advertisers and agencies and how can this be demonstrated?
• What business model is the most likely for LBA?
• When should location be used in advertising and what is the
level of granularity required by advertisers?
• What challenges must be overcome to make Location Based
Advertising work?