The Promise of Location Based Marketing - Mobile Media Academy 2013 - YOOSE

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


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.


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


How Location Data is collected


YOOSE in Mobile Landscape 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


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


#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


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


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


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


Creation to Evolution: Geo-Conquesting


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


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


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


Source: Verve Mobile


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


•  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


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


•  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



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.


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


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


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


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.


Statistics for Location Based Marketing SMS

Source: Upstream / YouGov


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


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


#geosocial networking #SOLOMO

Geo-location Revolution: Location based social


Key players and their Mobile Apps


#SOLOMO

#SoLoMo


http://econsultancy.com/sg/blog/11303-eight-great-location-based-mobile-campaigns-from-2012

Example of SoLoMo Case Study


http://vimeo.com/77764676

SOCIAL NETWORK, MEETS REAL LIFE

Example of SoLoMo Network


#infographics


•  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)


•  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


•  Privacy & Security Concerns : We are watching you?

•  Option to use Push or Pull Approach in Location Based Marketing

Concerns regarding Location Based Marketing


•  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


•  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


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