Foursquare adds opt-in push advertising layers
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.
Source: http://news.thewherebusiness.com/content/foursquare-adds-opt-push-advertising-layers
13/07/2010
Poido, un nouvel acteur dans le domaine de la publicité géolocalisée sur terminaux mobiles, disponible pour le moment aux annonceurs moscovites
MobileBeat: POIdo makes location-based advertisers compete for your attention
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.
source: http://mobile.venturebeat.com/2010/07/12/mobilebeat-poido/
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.
source: http://mobile.venturebeat.com/2010/07/12/mobilebeat-poido/
08/07/2010
Map the spill : la géolocalisation au service de l'environnement. En direct du golf du Mexique
Location Forms the Core of Apps, says Trimble
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."
Source http://www.wirelessweek.com/News/2010/07/Technology-Location-Core-Apps-Trimble-GPS/
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."
Source http://www.wirelessweek.com/News/2010/07/Technology-Location-Core-Apps-Trimble-GPS/
06/07/2010
La localisation est utilisée dans 5% des applications présentes dans l'app store
Location-based services lure users, advertisers, investors
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By Jon Swartz, USA TODAY
SAN FRANCISCO — If there were any lingering doubts about one of the hottest new technologies, a big investment and burgeoning membership numbers are proving that location-based services are about to go mainstream.
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.
Meantime, Google has aggressively pushed its mobile social network, Latitude, and Facebook is expected to unveil location features this year.
"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.
Source: http://www.usatoday.com/tech/news/2010-07-06-location06_ST_N.htm
02/07/2010
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
01/07/2010
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% !
Location-Based Advertising Trial Shows Great Consumer Response
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.
Source : http://startupticker.com/toolbar.aspx?c=3154&s=37496
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