by Ellie Behling | Thu, 2010-07-22 14:47
Mobile advertising might only be in the early stages, but it presents new opportunities for targeted and interactive ads, said panelists at this week's paidContent Mobile: Leveraging the Smartphone Boom event in New York. Mike Steib, Google's director of emerging platforms, predicted “a good ad-supported mobile application will make more money this year than a TV station or newspaper," in terms of top-line revenue.
Though it might still be early, “it's a really good business,” he added.
What works? Steib said display units are effective, especially “advertisements that take advantage of the unique capabilities of the mobile device,” such as Google's click-to-call ads. He claimed product brands can see five or six times the return on investment from a click-to-call ad.
Rachel Pasqua, director of the mobile group at digital marketing firm iCrossing, agreed that click-to-call ads have been successful for clients. She also sees a lot of promise in Apple's iAd mobile advertising system, which is like an “app within an ad,” she said. iAd is a potential solution to “banner blindness,” she said, and is “taking the whole model of display to the next level.”
Pasqua said she is “excited about ads that have the ability to target who I am and what I want.” The challenges are still the lack of uniform tracking and targeting in the mobile space, which she predicts will lessen in a year or two.
Internet radio station/application Pandora can target users based on musical preference, said John Trimble, chief revenue officer at Pandora Media. For instance, if you listen to classical music, Pandora could deduce you are a certain demographic and target accordingly.
Size doesn't matter when it comes to mobile advertising ― but relevance does, said Eric Johnson, ESPN's executive vice president of multimedia sales. World Cup advertisers that “tailored their ads to be very football-forward had a lot better response than those who didn't,” he said.
Johnson said consumption on mobile devices is driving ESPN's mobile content and revenue. For instance, on College Football Saturday, ESPN sees more traffic in the scoreboard section on mobile devices than it they do on the website.
ESPN also had much-publicized success with its mobile coverage of the World Cup. The World Cup app was downloaded 2.5 million times and “more importantly had over a million people on average using it every single day,” Johnson said.
Mobile ad opportunities to watch
Trimble said Pandora has had great success from audio ads “in every metric,” though he didn't offer specifics. “Audio advertising in the future is going to be a big opportunity to convey a really effective message,” he said.
Location is the big differentiator for mobile over desktop ads, Steib said. If someone puts in a search and the ad comes up for something nearby, Google has found the response to that ad is “astronomically higher than it would be if the result wasn't within a thousand feet of that person."
“We're just seeing the beginning of markers taking advantage of location,” he said.
On a later panel, Foursquare and The New York Times discussed opportunities for targeted, location-based advertising.
Steib said mobile ads will continue to evolve similar to desktop, with more high-priced, “top-of-the-page”-type ads and more reasonably priced, targeted ads filling in the rest of the space. “You're going to see lots of solutions on the marketplace,” he said.
While he admitted Apple's iAd is a good start, he emphasized it shouldn't be the only one. “I'm very much a fan of the implementation, as long as its part of a menu of choices,” he said
Steib doesn't think apps are the future anyway; he said they are a “bridge technology,” eventually leading everyone from apps back to the Web. While he admitted his view might be controversial, the importance of the mobile Web came up several other times throughout the day.
Ils n'étaient que 56% au début de l'année 2009. Selon l'institut, les services de gélocalisation par GPS seront ainsi plus utilisés via mobile qu'à travers les systèmes embarqués tels que TomTom ou Garmin.
Une des raisons principales expliquant cette tendance, outre une adoption généralisée des smartphones, est la gratuité des services de navigation sur mobile, comme Google Maps Navigation ou Nokia Ovi Maps.
La réponse d'Apple sur sa gestion des informations de géolocalisation : Pas de conservation du x,y - pas de lien avec les données personnelles
by Erica Ogg
Apple has provided an unusually detailed accounting of how it handles customers' location information and privacy, following a query sent to the company by two Congressmen.
The iPhone maker reiterated in a letter published Monday that it does not share location information with outside parties without a customer's permission. If customers agree to use location-based applications, like Foursquare or Twitter or iAds, location information is collected by Apple in a way that does not identify the user.
Soon after Reps. Edward J. Markey (D-Mass.) and Joe Barton (R-Texas) sent a letter to Apple CEO Steve Jobs expressing their concerns over the additions to the policy and asking for answers regarding reports that Apple is gathering location information on its customers and sharing it with third parties.
As requested by the Congressmen, Apple answered by July 12. On Monday, the offices of Markey and Barton, the co-chairmen of the House Bi-Partisan Privacy Caucus, released the full text of Apple's response. The full text is embedded below.
"When a customer's device sends Wi-Fi, cell tower, GPS, or diagnostic location information to Apple, it does not include any information identifying the particular device or user," Sewell wrote. In the case of iAd, Apple's new iOS-based advertising program, a user's latitude and longitude coordinates are collected anonymously and immediately converted to a five-digit ZIP code. The lat/long info is not retained, and the iAd server does not match ZIP code info with a particular device or user, according to Apple. Advertisers never see the ZIP code info.
Apple does keep it for six months "to administer and improve the iAd network." After six months the company aggregates the info "for administrative purposes."
Reps. Markey and Barton sounded mostly satisfied by Apple's response. "Apple's responses provided additional information about how it uses location data and the ability of consumers to exercise control over a variety of features on Apple's products, and I appreciate the company's response," Markey said in a statement, and added that he would "continue to closely monitor this issue."
Added Barton: "While I applaud Apple for responding to our questions, I remain concerned about privacy policies that run on for pages and pages. I hope every business that uses information for advertising and marketing purposes will work toward more transparency and complete disclosure about their practices, as well as robust security for the information they hold."
19 July 2010
Unlike our Western counterparts, the growth of mobile advertising in the UAE has been evolutionary rather than revolutionary. Though our wireless speeds are formidable, the mobile medium remains largely untapped for targeted customer engagement, beyond unruly SMS spam.
Mobile advertising is still a tiny portion of the overall online advertising pie – about 2 to 3 per cent excluding text messaging. However, Gartner has forecasted that the overall mobile advertising segment will become a $7.4 billion market by the end of 2014. So, what’s the ‘killer app’ for mobile marketers? It’s location, location, location!
Location is the new demographic. It’s no longer just about age, gender, and socio-economics, but about reaching mobile users who are in a geographic position to buy. Consumer research indicates that consumers are interested in receiving location-based marketing on their mobile phones from their favorite establishments, provided that it is opt-in and perceived as a valuable service.
Location-based advertising will soon change the way hundreds of brands in the region play out their dream of hyper-targeting customers. It’s as much about being less annoying as it is about their return on investment as compared to traditional advertising. Now, brands that have a physical presence with an unparalleled way of driving traffic into physical stores, and it is taking off today.
As an entrepreneur who follows the industry, I have come across campaigns by McDonalds, Starbucks, Pepsi and Nike, all trying to crack the code around how customers can be engaged with location based advertising. Small and medium-sized businesses in the UAE are also jumping on the bandwagon.
Providing more value for smaller businesses requires delivering a sufficient number of consumers, making it easy to buy through a self-service process, and providing some kind of return-on-investment measure such as increased store traffic. Enabling local businesses to easily opt-in their own base of customers to a programme – similar to following someone on Twitter – is one approach that can gain traction quickly and change the playing field.
The critical success factor for brands will be to tie the customer’s location with other existing customer relationships like loyalty programmes and outdoor media, because it will bring a lot more context and ‘stickiness’ to mobile advertising.
Just knowing somebody’s exact location isn’t enough to make smart marketing decisions. Jeff Montgomery, Placecast’s chief revenue officer said the company has learned three things on location-based advertising. Firstly, timing affects the location, meaning that a hotel is very different on a Monday morning than a Friday evening, and this impacts the user’s experience and needs. Secondly, consumer behaviour can be changed, but the message – the advertisement – has to give consumers time to respond meaningfully. Lastly, brands need to give consumers control on the messages and ads they opt-in to receive.
At the MobileBeat 2010 Conference in San Francisco last week, Facebook’s Mobile chief, Erick Tseng, asked the audience, “How many people have ever used a type of coupon where an offer is pushed to you based on your proximity to a store?” No hands went up. Tseng continued, “To me, those types of coupons would feel like spam. However, if there is social intelligence on top of the location-based ad that makes it more relevant, I am interested.” The tools to make this happen could boost Facebook’s already-big mobile audience of 150 million users.
Who’s going to be making money from location data? No one, from upstarts like Placecast and Foursquare to giants like McDonalds and Google, has a definitive answer. LikeList, a company that refers businesses to consumers based on peer recommendations, said the value of location-based services resides in the bond between the user and the business. The consumer-business relationship is getting much more personal and there’s a windfall for the companies who can exploit that.
Just recently, Google has successfully been awarded a patent on location-based advertising they had filed six year ago, firmly planting their foot once more on trends that will drive the market. Location-based advertising makes great sense for an end-user, since the more relevant the ads are, the less intrusive they feel. However, the business model is still in its infancy and unproven – it will take some maturing before Google, like others, can truly reap the fruits of this trend.
Kartik Ram is a Dubai-based digital media entrepreneur
Jul 12, 2010
Push advertising layer in Foursquare
Foursquare has added a feature called "location layers", similar to augmented reality (AR) layers, to push advertising messages to users.
Foursquare clients including the Independent Film Network and the Huffington Post are already using the feature to deliver opt-in advertising "Tips".
There is speculation that this development could herald a transformation of Foursquare from location-based social network to publishing platform for advertisers and businesses.
Users typically post comments or recommendations about a venue for other network members to read. Now, users who opt in to the Tips section for a venue will also receive branded ads when they check in at or near a location that has information tagged to it.
By making use of layers, Foursquare has added some of the functionality of AR but without the same visual impact. So far the Tips are text-based.
Poido, un nouvel acteur dans le domaine de la publicité géolocalisée sur terminaux mobiles, disponible pour le moment aux annonceurs moscovites
July 12, 2010 | Camille Ricketts
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POIdo is one of 20 promising startups included in the MobileBeat 2010 Startup Competition and is in the running for one of two coveted Tesla Awards.
POIdo, one of a number of location-based advertising startups, is putting a new spin on the concept. The Moscow-based company is able to target advertisements at users based on their exact locations, the context of them being there, and their recent behavior in other applications on their phones.
A pay-per-action advertising platform, POIdo is able to deliver ads when mobile users happen to approach a certain virtual billboard, or when they search for specific addresses that happen to be nearby. Advertisers compete for a limited amount of ad slots for every given location in an auction-based model online so that mobile users don’t feel overwhelmed or spammed. According to POIdo, location-based ads can convert as many as 20 percent of people who see them into customers.
“POIdo is the world’s first location-based advertising platform that creates a competitive marketplace where the price of advertising is determined by the market,” the company says. “Advertisers compete for ad visibility.”
In addition to serving marketing messages, POIdo can also be used to send coupons, special offers and event information to users when they are near relevant locations. The billboards that prompt ads to pop up can be placed at optimal locations, not just at businesses. It has also released its API for publishers and advertisers to spur development of third-party apps built on top of the platform.
POIdo launched in March, and is currently available to local businesses and entrepreneurs in and around Moscow. It’s planning to come to the U.S. later this year.
The startup will compete with Cirius Technologies, the Japan-based developer of AdLocal, as well as NAVTEQ LocalPoint, and Adenyo, now that it has acquired MoVoxx. Placecast, Ulocate and ReachLocal have also carved out niches in the location-based advertising arena, and may rival POIdo more directly as it scales.
The company brings in revenue by taking a percentage of all advertising revenue it helps generate.
Posted In: Mobile Applications | GPS | FirstNews
By Maisie Ramsay Wednesday, July 7, 2010
The use of location in mobile apps has been popping up everywhere from Loopt to Groupon, and Trimble Outdoors, the software arm of GPS device maker Trimble, has its finger on the pulse of location-based technologies. Trimble Outdoor's parent company has been in the GPS business since 1978 and has watched location become an ever-growing part of the app landscape.
"Location is prevalent in almost every smartphone and is in a good portion of the feature phones on carrier's decks. It's going to become a core enabler to a variety of different experiences," says Larry Fox, director of business development for Trimble Outdoors. "We're at location 1.0 when it comes to the Loopt kind of product."
Trimble Outdoors has five location-based apps on the market, most of which are targeted at outdoor sports and geocaching. The company recently expanded beyond the recreation market with the launch of an application tracking the impact of the massive oil spill in the Gulf of Mexico, which has poured millions of gallons of crude into the Gulf since the disaster began in April.
Map the Spill
Map the Spill allows users to record and catalogue the unfolding environmental catastrophe along the Gulf coast with photos, descriptions and accurate data about where the information was collected. The information is aggregated on the app's dedicated website, where it is available for viewing by the public.
Since its launch three weeks ago, the company began working with the Alabama Coastal Foundation and the Nature Conservancy, whose volunteers are using the app to record evidence of the spill. The app is currently available for Android and BlackBerry users and is in the process of going through the Apple approval process.
Fox declined to provide exact usage statistics for the app but said the amount of data being collected on the app is "definitely increasing," from reports of tar balls and dead fish washing ashore to pictures of oil booms deployed along the coast. "Someone can simply walk along the beach, take pictures and record the information," Fox says.
Since the company first teamed up with Nextel in 2004, Trimble Outdoors has witnessed the industry move from app basics like turn-by-turn navigation to social media, travel, mobile commerce and more.
The use of subscriber's location to send out targeted advertisements has been a long-awaited development in the location-based services market and Fox is optimistic that location-based advertising will find its niche.
"It's a targeting mechanism," Fox says. "If you have information about what people are doing and where they're doing it, you can more effectively target ads. This allows a higher degree of targeting and a potentially higher degree of value to customers."
ABI Research analyst Mark Beccue has reservations about location-based advertising, especially non-solicited messaging. "People just won't put up with it," he says. "Location is going to be used on a permission-based, use-by-use basis. I have a hard time imagining you'll give Coke a lifetime permission to access your location."
Still, that doesn't mean location is out of the mobile commerce space altogether. There's been a proliferation of location-based shopping apps ranging from Groupon's local deals to ShopSavvy, which allows users to scan barcodes to find the best prices for online and local items.
As apps like Foursquare and Gowalla continue to gain traction in the marketplace, location is quickly becoming an integral part of the application landscape.
"In most cases, it makes perfect sense to use location data," Beccue says. "It's a unique piece to mobile in that you can make such a personalized recommendation that can be used in so many different ways."
Last week, Foursquare raked in $20 million in venture funding. The ultrapopular Foursquare, which offers a free application that lets people flag where they are, whizzed past the 1 million-member mark in April and just passed 1.8 million.
Services including Gowalla, Loopt and Where are being embraced by mobile-device owners to shop, communicate, socialize and play games. Their total number of members runs in the millions.
"None of us have 30 million users, but we're just at the beginning of breaking into the mainstream," says Sam Altman, CEO of Loopt, which has 3 million users.
Foursquare is the face of the fledgling industry. Earlier this year, it was rumored to be in serious acquisition talks with Facebook and Yahoo. But Foursquare officials decided it was too soon to sell.
Such services are part of a rising wave in mobile advertising, which is expected to soar in the U.S. to $3.1 billion in 2013 from $320 million in 2009, according to market researcher BIA/Kelsey.
Driving the growth are smartphone sales, which are expected to account for a majority of phones in the U.S. by the end of 2011, market researcher Nielsen says. About 5% of the more than 225,000 iPhone apps have location services.
Analysts say the appeal of location-based services goes far beyond game-playing and seeing where your friends are. "Location is such an important tool for local merchants and marketers to more deeply connect with customers," says Michael Boland, an analyst at BIA/Kelsey.
Since it began last year, Foursquare has established partnerships with more than 15,000 businesses, including Starbucks and CNN. It is adding up to 15,000 users a day. Loopt has signed advertisers such as Burger King and Gap. Where has deals with 20,000 small businesses in North America.
"It's not that these folks haven't advertised before," Where CEO Walt Doyle says. "They're just changing who they advertise with — in this case, digital, instead of print."
The services will become more popular as consumers also share photos and content, says Josh Williams, CEO of Gowalla, which is up to 350,000 users.
Geocast utilise la force de vente d'un partenaire implanté localement pour démultiplier sa force de frappe commerciale
Geocast Partners With Touch Local
Local mobile and web advertising network Geocast has agreed a partnership with local business directory Touch Local to fast-track the uptake of its local advertising offering by small businesses, while also extending the reach and visibility of ads for existing advertisers.
Touch Local will act as a re-seller of Geocast’s incentive-based local advertising proposition to small businesses via its telesales and field operations. The Geocast local advertising offering for small businesses is charged on performance, when customers physically engage with an ad by downloading a voucher. These voucher-based local ads will be displayed on Touch Local and Geocast partner websites and mobile apps. In addition, Geocast will also power location-based ads from its existing customers on the Touch Local network, which includes AOL Local, Ask Jeeves and Bauer Radio.
The deal will offer Touch Local access to an easy-to-implement solution for local advertising and an incremental revenue stream. The two companies say they will be able to deliver up more directly relevant ads to the end user and increase both the reach and conversion rate of advertising for their clients.
Geocast’s platform enables advertisers to target customers local to their business and those in the area. In less than 5 minutes, advertisers can create an ad that will be seen locally by potential customers across dozens of websites and mobile appls.
“The partnership with Geocast is a key plank in our strategy to develop the most effective location based advertising tools for our customers and to help them compete and grow their businesses in an increasingly competitive market,” says Touch Local CEO, Mark Livingstone.
Source : http://www.mobilemarketingmagazine.co.uk/content/geocast-partners-touch-local
Certains réseaux sociaux géolocalisés ne respectent pas la vie privée ! Ce n'est pas vraiment une surprise mais ils sont tous concernés
WARNING: Check-in Apps Share Your Location With More People Than You Think
Venues' pages on Foursquare's website display the users who have checked-in their most recently. Until Jesper alerted the company of the problem, these users were displayed regardless of a user's privacy settings. So Jesper built a scraper that monitored these web pages for changes to these lists; whenever a new user appeared on one of these pages, his scraper could infer that the user had just checked-in at that location.
That's a particularly glaring error, but Foursquare isn't the only location-based social network with privacy problems. In fact, according to a study conducted by researchers at AT&T Labs and Worcester Polytechnic Institute, all of them share data with third parties.
The researchers looked at 20 social networks, including traditional networks with a mobile component -- Facebook, MySpace, Twitter -- and purely mobile networks like Foursquare, Gowalla, Loopt, and Brightkite. According to the report, 19 of the 20 (all but Loopt) shared information with third parties in a way that could allow them to connect online activity to actual identity. And even Loopt shared information that would let a third-party track a user across multiple networks.
These problems aren't specific to mobile networks -- the researchers have seen similar issues with traditional networks in other studies. And none of it is as severe as the leak Foursquare just plugged. But users sharing their precise, real-time locations are liable to have very high expectations about how securely that data is transmitted and stored.
So far, location services aren't doing a good enough job.
Une expérince de publicité géolocalisée sur mobile qui permet de chiffrer l'amélioration du taux de clic sur bannière : 7% !
At Spreed we are strong believers in mobile advertising and we know that the early days of this market are going to be filled with trials and tests. The market is still very young and filled with banner advertising and non-actionable landing pages. The next step is to leverage the unique opportunities made available by mobile devices. These opportunities include actionable banner ads that allow users to download coupons directly into their phone (similar to your physical wallet), call companies directly from their ad or even get directions to a stores location using the phones internal GPS.
Actionable advertising that creates value and provides high levels of emotion are important, but it also needs to be paired with best of breed targeting. The most unique form of targeting on mobile phones is their ability to pinpoint a users exact location no matter where they are. Location based advertising will be a huge success when paired with actionable advertising. Imagine seeing a banner or receiving a popup offering you directions to or coupon for a store that you are extremely close to.
Web based advertising was able to pinpoint you to your city, but this new breed of location based advertising will allow stores to draw a geometric shape around their location and push and advertisement to users that come anywhere within their desired parameters. Given that mobile phone users are constantly moving around their respective cities, this opens up lots of potential for local and more importantly retail advertisers (the bread and butter of newspaper advertising).
In Finland, a recent trial in conjunction with McDonalds and Nokia’s Ovi Maps tool advertised discounts on cheeseburgers when they were close to a McDonalds restaurant. This campaign saw a whopping 7% CTR. Once users clicked into the ad they were presented with the option to download a coupon or get directions to the restaurant. Amongst the users that clicked on the advertisement 39% went on to request even more information and interact with the ad.
These are clearly much higher than the CTRs for standard digital ads on the web. “Location is the new demographic. It’s no longer just about age, gender, and socio-economics, but about reaching mobile users who are in a geographic position to buy,” said Chris Rothey, vice president, NAVTEQ Media Solutions who helped put together this trial. “These findings show the power of LPA in helping advertisers find location-relevant consumers and guide those consumers into stores.”
Spreed believes in both smart mobile targeting and fun and ‘emotion rich’ actionable advertising. Our CleverAds platform is now able to target based on exact locations. Advertisers can draw a line down a street, a circle around a store with a given radius, or any other geometric shape. Contact us or any of our publishing partners if you would like to run a location based trial with your brand.