1. Using Location in Mobile Advertising
Mandeep Mason
Dpt. Sales Director,
Advertising, EMEA

2. Smartphone usage is on the rise sharply
39% of UK consumers use
75% smartphone user
smartphones today. by 2015.
penetration in the UK
Data is from the July 2010 Credit Suisse report titled "Convergence 2010: The Wireless Web World." 1,050 US consumers were surveyed in 2010.

3. Mobile is set to outstrip desktop Internet usage
2,500
2,000
1,500
Mobile Internet Users
Internet Users (MM)
Desktop Internet Users
1,000
500
0
2007 2008 2009 2010 2011E 2012E 2013E 2014E 2015E
Source: Morgan Stanley Research

4. Consumers willing to share location information
Consumers are increasingly sharing
their location in exchange for
location-relevant content & services
Come by the..
I’m here in…. Come by the..
I’m currently at…
I’m here in….
I will be at the…. by the..
Come I will be at the….
I’m here in….
I’m here in….
I will be at the…. I’m currently at…
Come by the.. Come by the..
I’m currently at…
I will be at the….
I’m here in….
Jan. 2011 Cross-Tab Marketing Services Report. Microsoft, “Location Based Services
Usage & Perceptions Survey”

5. Mobile mapping usage growing over 80% YOY, 7m+ UK users

6. How location is being leveraged by mobile services
Extending value and improving experiences for the user
Helping to locate and get to physical outlets/ destinations
Cross-selling other services
Improving advertising experiences

7. Consumers find location-based offers valuable
83% of consumers in the UK
find location-based offers &
information valuable.
Jan. 2011 Cross-Tab Marketing Services Report. Microsoft, “Location Based Services
Usage & Perceptions Survey”

8. Dramatic increases in mobile ad spend
UK market grows 116% to £86m in
2010 – led by Display & Search
IAB & PWC Mobile Ad Spend Study, March 2011

9. Several Automotive brands already contributing to this growth
Driving traffic to mobile sites & stimulating app downloads
Vehicle brochures/ information
Vehicle Configurators
Dealer locator services
Test drive requests
Providing downloadable mobile content
Generally building and maintaining brand awareness
8

10. Online vs. physical retail sales
What % of all retail purchases in
Europe occur at brick and mortar
locations?

11. 97% of retail sales are still through physical stores
Forrester Research Online Retail Forecast 2010 to 2015

12. Mobile is becoming an effective footfall driver
41% of consumers take action,
such as redeeming a coupon or
entering the store advertised,
due to location-based ads on their
mobile device.
Jan. 2011 Cross-Tab Marketing Services Report. Microsoft, “Location Based Services
Usage & Perceptions Survey”

13. LOCATION-BASED CONTENT, OFFERS & INFORMATION
APPLY AUDIENCE PROFILING AND OTHER MEDIA TARGETING FEATURES
APPS MESSAGING DISPLAY / SEARCH
POINTS OF
INTEREST
FROM: PEUGEOT
THE NEW PEUGEOT RCZ SPORT
COUPE, ONLY £299 PER MONTH –
ADDITIONAL DISCOUNTS AVAILABLE
DURING SEPTEMBER. BOOK YOUR
TEST DRIVE TODAY BY CALLING
0800100100
CLICK URL FOR A DOWNLOADABLE
MOBILE BROCHURE
WWW.M.PEUGEOT.COM
*Example Only
INFORM ENGAGE REWARD SHARE NAVIGATE
DRIVE OBJECTIVES & ROI

14. Opportunities created by ‘geo-fencing’ mobile advertising
• Improve relevance and context for consumers
• Improve effectiveness of media spend
• Localise advertising creative
• Tailor information/ offers by location
• Target strategic locations (not just your own)

15. Mobile ad networks are growing reach & targeting features

16. Example user journey & campaign options
Ovi Maps Banner Ad Landing Page Map Page Navigation
(Weather example) Click to call
Homepage Click to WAP/WEB
•Click to drive
•Click to walk & Routing
Click to Map •Click to save
1

17. Case study: Peugeot
Promoting RCZ Sport Coupe for €299
per month.
The campaign pinpointed the nearest auto
dealer for a test drive and offered click to call
to nearest dealer.
Targeted a 5 mile radius around 428
auto dealerships in total.
1

18. Case study: Peugeot
Peugeot RCZ Sport Coupe
Results
1.25% CTR (industry average = 0.49%)
Of those who clicked:
29% post click engagement
640 phone calls to auto dealerships
1

19. Case Study: Suzuki
• Informing users about the Maruti SX4 diesel
and encouraging experiences at their nearest
dealer, as well as access to the mobile website
• Targeted 486 dealers
• Targeted 5 Miles around each dealership
3.3% CTR (industry average = 0.49%*)
Of those who clicked:
11.5% clicked to site
34.5% clicked to map

20. Case study: Europcar
• Informing consumers about nearest Europcar
booking and pick-up points, as well as special
promotional offers.
3% click-through rate
Of users who clicked through:
12% selected the click-to-call option
33% selected the click-to-map option
• Over 400 calls generated
• Over 100 in branch visits recorded

21. In summary: LBA can help effectively drive several objectives
Increase footfall to dealerships
Promote product launches/ releases
Sustain in market brand presence
Drive lead generation/ registrations
Drive site traffic/ app downloads
Promote brand events

22. 2

23. Questions or ideas?
Good advertising moves people.
Great advertising moves with them.
www.navteqmedia.com
Mandeep Mason
mandeep.mason@navteq.com
@navteqmedia