For Advertisers, Location-Based Services "Blew Up Overnight"
By Adrianne Jeffries / September 8, 2010 10:55 PM /
Advertisers have long talked about the mystical possibilities of using real-time location data to target customers. The technology existed; most cell phones have a GPS receiver in case of emergency. But real-time location data was off-limits to advertisers until Web-centric phones introduced people to the concept of sharing their location in exchange for utility. Soon, along came apps like Foursquare and Gowalla, which essentially trick users into sharing their real-time location with advertisers. Suddenly, location-aware marketing is red hot.
"It's huge and it's increasing," said Michael Becker, a director at the Mobile Marketing Association. "Location is going to play an increasingly critical role in enabling successful consumer engagement through and with the mobile phone."
For advertisers, the growth of real-time location data felt like an explosion that "blew up overnight," Becker said.
Big name advertisers seem to be throwing money at location-based services. Brightkite is reportedly charging between $10,000 and $20,000 for local promotions. Foursquare seems to be announcing a new A-list corporate partner every week, including Starbucks and MTV. And Shopkick, the treasure hunt of consumption, launched with Best Buy, Macy's and American Eagle among its sponsors - which had to install special audio transmitters in all their participating stores just so the app will know when a user walks in.
Advertisers are excited because location-aware ads really work, Becker said, citing a study that showed nearly 50% of users who are shown a location-aware ad on a mobile device will "take some action," beating out text messaging (37%) and Web display ads (28%).
But isn't that because location-savvy ads are fairly novel? Advertisers were also excited about display ads in the early days of the Web, when users were so unaccustomed to browsing that they clicked on anything that caught their attention. Doesn't it seem like the higher engagement reported for location-aware ads could be because a user is not used to seeing her city or neighborhood mentioned in an ad on her phone?
Newness may be inflating the numbers a bit, Becker acknowledged, but advertisers will just create more engaging and sophisticated ads as time goes on. But location is just one of many important factors in mobile marketing. Advertisers also consider a consumer's age, type of phone, even time of day.
"Location is not necessarily the goal of the interaction. Rather, location is a piece of information that provides context to the user experience and can create a more relevant and engaging interaction with the consumer," Becker said.
Advertisers in the U.S. will spend $1.8 billion on location-aware marketing in 2015, according to a recent report by market research firm ABI Research. (By comparison, advertisers in the U.S. spent $10 billion on search advertsing in 2008.)
Not every advertiser will care about location, said Neil Strother, a director at ABI Research who put together the report. For restaurants and bars, real-time location is crucial. But for NBC or Coke, not so much.
And there are lots of companies hesitant to join in the location game, Strother said. That's because of inexperience and fears about threatening consumers' comfort level. "The next few years will be very important for companies to get it right and not abuse the location information they're getting," he said.
Source:http://www.readwriteweb.com/archives/for_advertisers_location-based_services_blew_up_ov.php
06/09/2010
Le marché de la publicité géolocalisée atteindra 1,8 milliards en 2015 selon ABI
Mobile Advertisers Forecast to Spend $1.8 Billion on Location-Based Campaigns in 2015
NEW YORK - September 2, 2010
Location-based advertising is still in its infancy, but according to a new study from ABI Research, businesses are primed to spend $1.8 billion on it in 2015 as part of their overall mobile marketing budgets.
“It’s still early days and there’s no single ‘right’ approach to location-based advertising,” says practice director Neil Strother. “This remains a very fragmented market that is full of experimentation.”
Nonetheless, the options are becoming more clearly defined. Location-based ads are enabled by three sets of technologies: GPS, Wi-Fi, and Cell-ID (location determined relative to mobile phone transmitters.) The most successful campaigns use a mix of some or all of these, depending on the product or service, the region, the consumers, and the location accuracy required.
New location-based services are springing up, catering to mobile shoppers. Some are “check-in” services such as Loopt, Gowalla, Foursquare, and Facebook with its Places, for consumers who are willing to “self-identify.” Others, such as Shopkick, use an iPhone app to reward shoppers just for visiting certain stores.
But do people really want to be tracked? “Some might be put off by the ‘Big Brother’ aspects of this,” says Strother, “but it’s really about the value-exchange: if you care about getting discounts or being rewarded for shopping, is the value-exchange high enough so that you’ll accept having your whereabouts known to these companies in return for the benefits?”
How should a retailer begin? Strother lays out a step-by-step guide for the would-be location-based advertiser in the report. The main points:
Establish your marketing goals, as with any other marketing campaign
Analyze your customers’ mobile and location habits and develop your location approach
Choose location partner(s) and determine the best technologies for your brand
Execute your geo-targeted campaign, measure the results, and refine
Source :http://www.abiresearch.com/press/3502-Mobile+Advertisers+Forecast+to+Spend+%241.8+Billion+on+Location-Based+Campaigns+in+2015
NEW YORK - September 2, 2010
Location-based advertising is still in its infancy, but according to a new study from ABI Research, businesses are primed to spend $1.8 billion on it in 2015 as part of their overall mobile marketing budgets.
“It’s still early days and there’s no single ‘right’ approach to location-based advertising,” says practice director Neil Strother. “This remains a very fragmented market that is full of experimentation.”
Nonetheless, the options are becoming more clearly defined. Location-based ads are enabled by three sets of technologies: GPS, Wi-Fi, and Cell-ID (location determined relative to mobile phone transmitters.) The most successful campaigns use a mix of some or all of these, depending on the product or service, the region, the consumers, and the location accuracy required.
New location-based services are springing up, catering to mobile shoppers. Some are “check-in” services such as Loopt, Gowalla, Foursquare, and Facebook with its Places, for consumers who are willing to “self-identify.” Others, such as Shopkick, use an iPhone app to reward shoppers just for visiting certain stores.
But do people really want to be tracked? “Some might be put off by the ‘Big Brother’ aspects of this,” says Strother, “but it’s really about the value-exchange: if you care about getting discounts or being rewarded for shopping, is the value-exchange high enough so that you’ll accept having your whereabouts known to these companies in return for the benefits?”
How should a retailer begin? Strother lays out a step-by-step guide for the would-be location-based advertiser in the report. The main points:
Establish your marketing goals, as with any other marketing campaign
Analyze your customers’ mobile and location habits and develop your location approach
Choose location partner(s) and determine the best technologies for your brand
Execute your geo-targeted campaign, measure the results, and refine
Source :http://www.abiresearch.com/press/3502-Mobile+Advertisers+Forecast+to+Spend+%241.8+Billion+on+Location-Based+Campaigns+in+2015
01/09/2010
La plus grosse prime jamais vue pour un check-in sur un réseau social géolocalisé : un billet d'avion
Biggest Check-in Reward Ever: Loopt And Virgin Are Giving Away 2-For-1 Plane Tickets To Mexico
Nick Saint | Aug. 31, 2010, 10:00 AM
In what is almost certainly the highest-value discount ever offered for using a check-in app, Loopt and Virgin America are offering two-for-one plane tickets to Mexico today.
Anyone who checks in to select locations in Los Angeles and San Francisco using Loopt Star -- Loopt's deals app -- will receive a voucher for two tickets for the price of one to Los Cabos or Cancun from either LA or San Francisco. Virgin is just now opening up service to Mexico, and is using the Loopt promotion to draw attention to the new routes.
Users can receive these vouchers by checking in to SFO, LAX, or one of a handful of taco trucks in both cities.
Though just a one-off offering, this is a big pick-up for Loopt, which has been working hard to take back some of its thunder from the sizzling Foursquare. Loopt has been around longer, and has about a million more users (though across a handful of different apps), but has been eclipsed in media attention over the past few months.
Just yesterday, Loopt announced adding former Yahoo SVP Steve Boom as president, and it has landed some big name partners. Foursquare has done a very impressive job recently of keeping its name in the spotlight and, as a result, adding users at a fast rate. Offering valuable deals in combination with compelling game mechanics is the key to competing with that machine, and this is certainly an impressive offer.
Read more: http://www.businessinsider.com/biggest-check-in-reward-ever-loopt-and-virgin-are-giving-away-2-for-1-plane-tickets-to-mexico-2010-8?utm_source=Triggermail&utm_medium=email&utm_term=Silicon+Alley+Insider+Select&utm_campaign=SAI_Select_090110#ixzz0yGeQPcBI
Nick Saint | Aug. 31, 2010, 10:00 AM
In what is almost certainly the highest-value discount ever offered for using a check-in app, Loopt and Virgin America are offering two-for-one plane tickets to Mexico today.
Anyone who checks in to select locations in Los Angeles and San Francisco using Loopt Star -- Loopt's deals app -- will receive a voucher for two tickets for the price of one to Los Cabos or Cancun from either LA or San Francisco. Virgin is just now opening up service to Mexico, and is using the Loopt promotion to draw attention to the new routes.
Users can receive these vouchers by checking in to SFO, LAX, or one of a handful of taco trucks in both cities.
Though just a one-off offering, this is a big pick-up for Loopt, which has been working hard to take back some of its thunder from the sizzling Foursquare. Loopt has been around longer, and has about a million more users (though across a handful of different apps), but has been eclipsed in media attention over the past few months.
Just yesterday, Loopt announced adding former Yahoo SVP Steve Boom as president, and it has landed some big name partners. Foursquare has done a very impressive job recently of keeping its name in the spotlight and, as a result, adding users at a fast rate. Offering valuable deals in combination with compelling game mechanics is the key to competing with that machine, and this is certainly an impressive offer.
Read more: http://www.businessinsider.com/biggest-check-in-reward-ever-loopt-and-virgin-are-giving-away-2-for-1-plane-tickets-to-mexico-2010-8?utm_source=Triggermail&utm_medium=email&utm_term=Silicon+Alley+Insider+Select&utm_campaign=SAI_Select_090110#ixzz0yGeQPcBI
24/08/2010
De la publicité géolocalisée sur les mobiles dans les aéroports
Clear Channel Outdoor Extends Airport Ads To Mobile Phones
Clear Channel (OTCBB: CCMO) Outdoor, which manages advertising in 32 of the top U.S. airports, has teamed up with Santa Monica, Calif.-based Geodelic, to create an application that will allow Clear Channel to get advertising in front of people—not just on airport walls, but also on mobile devices being used in airports.
Users will download the free FLYsmart application under the guise of it offering information on nearby services in airport terminals. Geodelic’s expertise, which includes the Sherpa location-based app distributed by T-Mobile USA, will supply maps to find newsstands, gift shops, restaurants, terminal information and more. The application also includes live feeds about arrival and departure information, and extends beyond the airport to get information about nearby hotels.
A Clear Channel spokeswoman said the company wasn’t prepared to say what advertisers were participating in the app, but in a release, Ron Cooper, Clear Channel Outdoor’s CEO, said: “We’re creating compelling and exciting ways for brands to engage and reach new audiences.”
The FLYsmart app is available today for iPhone, and will soon be available on Android. A BlackBerry version will come this fall. For now, it works in 10 U.S. airports: Atlanta, Boston, Chicago O’Hare, Dallas Fort Worth, Denver, Detroit, Philadelphia, Phoenix, San Francisco and Seattle. Other airports will be added weekly.
Source: http://moconews.net/article/419-clear-channel-outdoor-extends-airport-ads-to-mobile-phones/
Clear Channel (OTCBB: CCMO) Outdoor, which manages advertising in 32 of the top U.S. airports, has teamed up with Santa Monica, Calif.-based Geodelic, to create an application that will allow Clear Channel to get advertising in front of people—not just on airport walls, but also on mobile devices being used in airports.
Users will download the free FLYsmart application under the guise of it offering information on nearby services in airport terminals. Geodelic’s expertise, which includes the Sherpa location-based app distributed by T-Mobile USA, will supply maps to find newsstands, gift shops, restaurants, terminal information and more. The application also includes live feeds about arrival and departure information, and extends beyond the airport to get information about nearby hotels.
A Clear Channel spokeswoman said the company wasn’t prepared to say what advertisers were participating in the app, but in a release, Ron Cooper, Clear Channel Outdoor’s CEO, said: “We’re creating compelling and exciting ways for brands to engage and reach new audiences.”
The FLYsmart app is available today for iPhone, and will soon be available on Android. A BlackBerry version will come this fall. For now, it works in 10 U.S. airports: Atlanta, Boston, Chicago O’Hare, Dallas Fort Worth, Denver, Detroit, Philadelphia, Phoenix, San Francisco and Seattle. Other airports will be added weekly.
Source: http://moconews.net/article/419-clear-channel-outdoor-extends-airport-ads-to-mobile-phones/
Avec le service de géolocalisation Places, Facebook lorgne sur la publicité locale
Facebook veut étendre son emprise sur Internet et sur le marché publicitaire en ligne. Défiant une fois de plus Google, Mark Zuckerberg, le fondateur de ce réseau social, a dévoilé mercredi 18 août, un service de géolocalisation permettant à son utilisateur de signaler le lieu où il se trouve et de savoir où se trouvent ses "amis". Une annonce attendue, puisque M. Zuckerberg avait reconnu ces derniers mois que Facebook travaillait sur ce projet.
Pour l'instant, "Places" ("Lieux") est limité aux Etats-Unis et accessible aux seuls possesseurs de téléphones intelligents (smartphones). S'il l'utilise, un membre de Facebook peut s'enregistrer lorsqu'il est dans un café, un restaurant ou un musée alertant ainsi ses "amis" de sa présence. De son côté, il saura quels sont ses "amis" présents à proximité et les membres du réseau enregistrés dans le lieu où il se trouve. Il accédera aux recommandations sur ce lieu et ceux à découvrir aux alentours.
Ce service couplant géolocalisation et réseau social n'est pas nouveau. Des start-up comme Foursquare ou Gowalla ont défriché le terrain. Créée en mars 2009 à New York, Foursquare a déjà passé cet été la barre des 2 millions d'utilisateurs. Après avoir refusé une offre de rachat de Facebook, la société vient de lever 20 millions de dollars (15,6 millions d'euros).
Foursquare se définit comme une combinaison de réseau social, de guide de sortie et de jeu urbain. Pour attirer de nouveaux membres et les fidéliser, une dimension ludique a été ajoutée ; elle propose d'accumuler des points correspondant au nombre de fois où un membre s'enregistre dans un lieu. Et elle lui permet même d'en devenir le "maire".
Ces pionniers survivront-ils à l'offensive de Facebook qui revendique 500 millions d'internautes dans le monde ? Pour l'heure, M. Zuckerberg joue la carte de la collaboration : ils ont été invités au lancement de "Places".
Avec la géolocalisation, Facebook, avance également ses pions face à Google. L'enjeu de cette confrontation : contrôler la porte d'accès à Internet.
Surtout, le leader mondial des réseaux sociaux - il devrait dépasser le milliard de dollars de recettes publicitaires en 2010 - veut étendre ses prérogatives sur le marché publicitaire en ligne. Avec "Places", il vise d'emblée le marché de la publicité locale même si aucune offre publicitaire sur ce service n'a encore été présentée.
D'ailleurs Facebook a immédiatement proposé aux restaurants, commerçants, petites entreprises de s'enregistrer. L'objectif sera de cibler au mieux la publicité en fonction du lieu où se trouve le "mobinaute". Un restaurant ou un magasin pourra proposer un bon de réduction pour attirer le chaland passant à proximité et fidéliser ses clients.
Mais les membres de Facebook, qui déclinent déjà âge, sexe, lieu de résidence, disent ce qu'ils "aiment" et livrent leur intimité dans leurs échanges avec leurs amis, vont maintenant dévoiler où ils sont. Ce pas supplémentaire dans la "traque" de l'internaute n'a pas manqué de relancer le débat sur la protection de la vie privée. L'American Civil Liberties Union a publié une mise en garde expliquant comment désactiver ce service. En particulier l'option qui permet à vos "amis" de signaler eux-mêmes votre position.
Source : lemonde.fr
17/08/2010
Nouveau format de bannière géolocalisées chez Google
Google Raises The Bar With Location-Based AdWords
google_compass21.gifFor a company whose roots are firmly in the fixed internet, Google has been consistently aggressive at supporting mobile based services.
In particular, they have spent a lot of energy working to make mobile search as relevant as possible to a consumer’s mobile needs.
In line with this, Google just has released some very interesting location-based extensions to mobile AdWords.
A few months ago Google introduced the idea of “click-to-call” extensions to mobile AdWord ads, giving advertisers the possibility to include a phone number in an AdWords ad.
Reasoning that people searching for goods or services on their mobile phones may well prefer to call a store rather than visit that store’s website, Google took advantage of fact that the ability for prospective customers to easily call a business is a key distinguishing feature of searches made on mobile phones versus computers.
Continuing this idea of expanding the capabilities of AdWords advertising and making it more “mobile centric”, Google has now introduced the capability to add a map and directiohttp://www.mobiadnews.com/wp-content/uploads/2010/08/google_location2.gifns to the ad.
Basically, the ad appears as a banner text ad which includes a special icon which expands to show the business location on a Google map, along with the ad creative, the click-to-call phone number, and the option to get directions on how to reach the business.
According to the Google Mobile Ads Blog, “Since ads can be served based on the user’s location, a potential customer will see the phone number and map of the store location that’s nearest to them. By providing mobile consumers more options to connect with your business you can drive more traffic to your store, visits to your website or calls to your business.”
source : http://www.mobiadnews.com/?p=4817
google_compass21.gifFor a company whose roots are firmly in the fixed internet, Google has been consistently aggressive at supporting mobile based services.
In particular, they have spent a lot of energy working to make mobile search as relevant as possible to a consumer’s mobile needs.
In line with this, Google just has released some very interesting location-based extensions to mobile AdWords.
A few months ago Google introduced the idea of “click-to-call” extensions to mobile AdWord ads, giving advertisers the possibility to include a phone number in an AdWords ad.
Reasoning that people searching for goods or services on their mobile phones may well prefer to call a store rather than visit that store’s website, Google took advantage of fact that the ability for prospective customers to easily call a business is a key distinguishing feature of searches made on mobile phones versus computers.
Continuing this idea of expanding the capabilities of AdWords advertising and making it more “mobile centric”, Google has now introduced the capability to add a map and directiohttp://www.mobiadnews.com/wp-content/uploads/2010/08/google_location2.gifns to the ad.
Basically, the ad appears as a banner text ad which includes a special icon which expands to show the business location on a Google map, along with the ad creative, the click-to-call phone number, and the option to get directions on how to reach the business.
According to the Google Mobile Ads Blog, “Since ads can be served based on the user’s location, a potential customer will see the phone number and map of the store location that’s nearest to them. By providing mobile consumers more options to connect with your business you can drive more traffic to your store, visits to your website or calls to your business.”
source : http://www.mobiadnews.com/?p=4817
16/08/2010
ADLOCAL , le premier acteur de la publicité géolocalisée mobile au Japon passe dans le giron de Yahoo
Yahoo Japan scoops up location-based mobile ad firm Cirius
August 15, 2010 | Dean Takahashi
Yahoo Japan has acquired location-based mobile ad firm Cirius Technologies. Cirius is based in Tokyo and operates AdLocal, a service that targets consumers with ads. It takes into account the physical location of the users via global positioning system (GPS), cell phone identification, map coordinates and other data.
Cirius has about 30 employees. After the acquisition, Cirius will close its U.S. office in Sunnyvale, Calif. Terms of the deal were not disclosed. Gen Miyazawa, 28, founded Cirius in 2004.
http://deals.venturebeat.com/2010/08/15/yahoo-japan-scoops-up-location-based-mobile-ad-firm-cirius/
August 15, 2010 | Dean Takahashi
Yahoo Japan has acquired location-based mobile ad firm Cirius Technologies. Cirius is based in Tokyo and operates AdLocal, a service that targets consumers with ads. It takes into account the physical location of the users via global positioning system (GPS), cell phone identification, map coordinates and other data.
Cirius has about 30 employees. After the acquisition, Cirius will close its U.S. office in Sunnyvale, Calif. Terms of the deal were not disclosed. Gen Miyazawa, 28, founded Cirius in 2004.
http://deals.venturebeat.com/2010/08/15/yahoo-japan-scoops-up-location-based-mobile-ad-firm-cirius/
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