Location targeting - Putting mobile advertising on the map, Mandeep Mason, Navteq
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The document discusses the potential of location targeting mobile advertising. It notes that over 240 million phones now have GPS enabled and location-based services are growing significantly in usage. The document promotes NAVTEQ's location-based advertising solutions, which allow targeting ads to consumers based on location and integrating click-actions like calling or routing to businesses. Case studies show campaigns generating high click-through rates and location engagement. NAVTEQ seeks to partner with advertisers to provide hyper-local, integrated mobile advertising solutions.
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Location targeting - Putting mobile advertising on the map, Mandeep Mason, Navteq
- 1. Location targeting is putting mobile advertising on the map Mandeep Mason, Deputy Advertising Sales Director EMEA © 2009 NAVTEQ. All rights reserved.
- 2. are viewed by over 100 million users every day. © 2009 NAVTEQ. All rights reserved.
- 3. On average over 1.2 Million Nokia phones sold every day © 2009 NAVTEQ. All rights reserved.
- 4. Navigating Consumers To Your Front Door © 2009 NAVTEQ. All rights reserved.
- 5. © 2009 NAVTEQ. All rights reserved. Why location? 5
- 6. © 2009 NAVTEQ. All rights reserved. 6
- 7. And Provide Solutions © 2009 NAVTEQ. All rights reserved. 7
- 8. We Map the World © 2009 NAVTEQ. All rights reserved. 8
- 9. You are here! The Grand, 97-99 King's Road, Brighton, BN1 2FW 530595,10408 © 2009 NAVTEQ. All rights reserved. 9
- 10. © 2009 NAVTEQ. All rights reserved. 10
- 11. © 2009 NAVTEQ. All rights reserved. 11
- 12. © 2009 NAVTEQ. All rights reserved. 12
- 13. © 2009 NAVTEQ. All rights reserved. 13
- 14. Modern Solutions © 2009 NAVTEQ. All rights reserved.
- 15. Why Location? The widespread integration of GPS into mobile phones has (finally) unlocked the door for Location Based Advertising • 240 million GPS enabled handsets shipped in 2009 alone • GPS is the most desired handset function in Western Europe • 94% of consumer purchases are still made at brick and mortar locations • Mobile Mapping Usage UK is growing 86% year on year Mobile Maps Users (000) Feb-2009 Feb-2010 % Change EU5 12,530 21,099 68% UK 3,070 5,700 86% Germany 2,159 3,870 79% Spain 1,830 3,132 71% France 2,272 3,518 55% Italy 3,198 4,879 53% Sources: Strategy Analytics ComScore © 2009 NAVTEQ. All rights reserved. © 2009 NAVTEQ. All rights reserved. Javelin Strategy and Research 15
- 16. Display Advertising On Device Marketing Consumer Context Carrier CRM Data Behavior and Location © 2009 NAVTEQ. All rights reserved. © 2009 NAVTEQ. All rights reserved. 16
- 17. In application advertising • Nokia is seeing over 1.7m downloads a day through Ovi Store. • On average, each registered user has downloaded almost (12) items from Store since the launch of the service. • New users are up in Jan more than 100% month- on-month from Dec. • Shazam, the music identification service, was being downloaded in 123 countries shortly after launch • Supported by 100 separate Nokia devices • Active users from more than 180 countries © 2009 NAVTEQ. All rights reserved.
- 18. Case study | Nike targets football fans Pan-European mobile display campaign on Nokia.mobi Average 7% CTR, 33% on some sites More than 200,000 Nike T90 Football Games downloaded © 2009 NAVTEQ. All rights reserved.
- 19. Content Channels with Select Premium Publishers © 2009 NAVTEQ. All rights reserved.
- 20. Mobile internet usage is still growing 14,000,000 13,000,000 12,000,000 11,000,000 10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 MAY JUL SEP NOV JAN MAR MAY JUL SEP NOV JAN MAR MAY JUL SEP NOV JAN MAR MAY JUL SEP NOV 2006 2006 2006 2006 2007 2007 2007 2007 2007 2007 2008 2008 2008 2008 2008 2008 2009 2009 2009 2009 2009 2009 Source: Comscore 3 month rolling average © 2009 NAVTEQ. All rights reserved.
- 21. Nokia research: Mobile internet usage patterns Where are you when you access internet on your mobile phone? Currently Using 69% At home At work While travelling While socialising 53% 46% 76% 31% What sort of time of the day do you typically access internet on your mobile phone? Before Early Late Early Late Breakfast Lunch Afternoon In bed breakfast morning morning evening evening 42% 40% 35% 39% Weekday 31% 28% 39% 38% 37% Weekend 26% 32% 26% 23% 13% 12% 19% 11% 11% Question: B12, B13 n = 1,874 Nokia Corporation/ Kadence UK Ltd: Quantitative Scoping, Sep 2009 © 2009 NAVTEQ. All rights reserved. 21
- 22. Nokia research: Ad funding content services 13% 12% 9% More 8% positive than In general how do you feel general about having adverts help opinion fund a mobile service? 2% Rejecters 0% 18% 82% Less General -1% -1% positive Acceptance than Maps Mobile Maps Maps Video Personal general 82% on Downloading on turn by Watching Mobile opinion Screen Route turn Email Walk Maps IM Accepters turn by turn Drive Question: G1 n = 385, G2 n = 144, G3 n = 190, G4 n = 198, G5 n = 84, G6 n = 238, G7 n = 152, G8 n = 145, G9 n = 145 Nokia Corporation/ Kadence UK Ltd: Quantitative Scoping, Sep 2009 © 2009 NAVTEQ. All rights reserved. 22
- 23. Overall Acceptability Of Ads Very Acceptable 72% Somewhat Acceptable say the ads are acceptable Neither Acceptable Nor Unacceptable Somewhat Unacceptable Very Unacceptable Base: Total (757) Q1. The ads shown on your Garmin nuvi® device are in exchange for the free lifetime traffic service included with your device. Generally, how acceptable is it to you to have the ads show up on your device? © 2009 NAVTEQ. All rights reserved. 23
- 24. © 2009 NAVTEQ. All rights reserved. 24
- 25. © 2009 NAVTEQ. All rights reserved. 25
- 26. NAVTEQ Direct Access Enhances your Location Experience Direct Access is a program dedicated to ensure accurate and comprehensive inclusion of POI locations in the NOVOTEL LONDON NAVTEQ® Map 53 Southwark Bridge Road, London Direct Access locations are distributed to hundreds of our mapping customers Our maps are viewed more than 100 million times a day © 2009 NAVTEQ. All rights reserved.
- 27. Our Extensive Reach In Dash Vehicle Virtually every major auto manufacturer and system vendor use NAVTEQ® maps in their products. Portable Navigation Devices (PND) The foremost PND manufacturers in the world choose NAVTEQ. Wireless The leading global wireless brands choose NAVTEQ maps to help power their location-enabled devices. © 2009 NAVTEQ. All rights reserved.
- 28. POI Search – Example on Portable Navigation Device 79% of navigation owners look up a POI (Point of Interest) at least once a month*. *NAVTEQ Research, November 2007 © 2009 NAVTEQ. All rights reserved.
- 29. € Location Based Advertising is a powerful mobile advertising service which combines proximity, contextual and demographic targeting with location-based advertising engagement. © 2009 NAVTEQ. All rights reserved.
- 30. © 2009 NAVTEQ. All rights reserved. 30
- 31. © 2009 NAVTEQ. All rights reserved. 31
- 32. © 2009 NAVTEQ. All rights reserved. 32
- 33. © 2009 NAVTEQ. All rights reserved. 33
- 34. © 2009 NAVTEQ. All rights reserved. 34
- 35. © 2009 NAVTEQ. All rights reserved. 35
- 36. © 2009 NAVTEQ. All rights reserved. 36
- 37. © 2009 NAVTEQ. All rights reserved. 37
- 38. © 2009 NAVTEQ. All rights reserved. 38
- 39. Click to call © 2009 NAVTEQ. All rights reserved. 39
- 40. © 2009 NAVTEQ. All rights reserved. 40
- 41. Click to web/wap © 2009 NAVTEQ. All rights reserved. 41
- 42. © 2009 NAVTEQ. All rights reserved. 42
- 43. Click to map © 2009 NAVTEQ. All rights reserved. 43
- 44. © 2009 NAVTEQ. All rights reserved. 44
- 45. Click for info © 2009 NAVTEQ. All rights reserved. 45
- 46. Click to route © 2009 NAVTEQ. All rights reserved. 46
- 47. Routing! © 2009 NAVTEQ. All rights reserved. 47
- 48. NAVTEQ LocationPoint™ – McDonald’s Case Study “...with NAVTEQ’s LocationPoint We can contextualise our promotions Promote the €1 and bring customers to the door...” cheeseburger and drive Tomi Wirtanen, Head of Marketing, McDonald’s Finland traffic to the nearest store Click-to-Map functionality was most • Average 7% CTR used >> location • 39% Map engagement information was from campaign page important to the users • Capped to 5 mile radius © 2009 NAVTEQ. All rights reserved.
- 49. NAVTEQ LocationPoint™ Advertising • Hyper-local • Compelling • Integrated • Easy to buy • Results-oriented © 2009 NAVTEQ. All rights reserved.
- 50. NAVTEQ LocationPoint™ other examples uLocate on iPhone Nobex on Blackberry Loopt on iPhone © 2009 NAVTEQ. All rights reserved.
- 51. LBA Online – maps.ovi.com 300x250 example • Inventory now available at detail container spot • Millions of unique users per month and growing • Creative specs: 300x250 © 2009 NAVTEQ. All rights reserved. 51
- 52. A Sample Of Our Advertisers © 2009 NAVTEQ. All rights reserved.
- 53. © 2009 NAVTEQ. All rights reserved.
- 54. Good advertising moves people. Great advertising moves with them. Twitter: @navteqmedia Mandeep Mason Deputy Sales Director, EMEA mandeep.mason@navteq.com 07791 460624 © 2009 NAVTEQ. All rights reserved.
- 55. © 2009 NAVTEQ. All rights reserved. 55
Hinweis der Redaktion
- http://www.mobileindustryreview.com/2010/02/12_billion_handsets_soldin_2009_nokia_symbian_still_top.htmlGartner 2010 Based on 2009 sales of 440, 881, 600 devices divided by 365 daysNokia combines advanced technology with personalized services that enable people to stay close to what matters to them. Every day, more than 1.2 billion people connect to one another with a Nokia device - from mobile phones to advanced smartphones and high-performance mobile computers. Today, Nokia is integrating its devices with innovative services through Ovi (www.ovi.com), including music, maps, apps, email and more. Nokia's NAVTEQ is a leader in comprehensive digital mapping and navigation services, while Nokia Siemens Networks provides equipment, services and solutions for communications networks globally.
- NAVTEQ Media Solutions provides premium mobile advertising services worldwide. What makes us unique and compelling is our location-aware content and capabilities that let us pinpoint where consumers are and deliver ads as they approach points of purchase.
- The banner is placed in events and weather section of OVI Maps 3.0 with Free Navigation. It is 1 click away from homepage. Weather is the most popular premium service of OVI Maps.The banner is dynamically generated and includes the distance to the nearest restaurant in the right hand side (in this case 4.28km).When clicking on banner, user will land on a campaign page which includes details on the offer, restaurant distance, address and phone number. It also includes the 3 click-to-action: click-to-call, click-to-www and click-to-map.
- Mapping is the most popular mobile location based service ahead of both search and community and entertainment (Berg Insight)Javelin Online Retail Payments Survey 2009 https://www.javelinstrategy.com/Brochure-171
- Nokia manufactures well over one million handsets each day. Nokia’s global market share of handsets is 38%. 1) Display advertising – on the highest performing media. Brands want to be featured alongside quality content and we ensure this2) On device marketing – unique opportunities to place your brand into the fabric of the latest applications that are embedded on phones. With applications such as Nokia Maps now embedded on millions of devices there’s a huge opportunity to deliver seamless branded services to consumers. Plus we help brands & companies that have branded content to get this out to the masses (e.g. Ovi Store). 3) Consumer context – this is our trump card that underpins everything we do to make our media (1&2) better than anyone elses. Location and social data from our own apps can be leveraged for better campaign performance. Our access to data from partners such as operators helps make marketing more relevant to consumer and more powerful for brands. (As an example we just worked with Sprint to enable location based campaigns in the U.S. Initial research shows that these were up to three times more effective than non-location enabled campaigns)3) Also we have data that helps in campaign planning & optimisation. Recently Nokia created the largest research of its kind into the mobile consumer. Over 10bn datapoints created after 64,000 interviews across 22 countries to gain unrivalled understanding of what consumers want. 3) Nokia itself is working on technologies that blend together data relating to consumers’ use of the device with social and location data, which will continue to help us optimise better services and mobile advertising for the future.Operator targeted inventoryEnsure better results and ROI through campaigns for your target demographicNokia Segmentation DataGranular detail on consumer wants for better insight and campaign planningNokia People and PlacesOpen platform to 3rd parties with location, social and behavioural data People – leverage mobile’s address book / socialPlace – Leverage location assets from Maps
- A sample of our customers, 300+, waiting for LPA, our sales team
- 28% growth in mobile internet users in 2008
- Hyper-Local: Target your customers based on their exact location and proximity to your retail locations, the time of day and/or based on loyalty programs.Integrated: Incorporate your offer into the content so that your message seamlessly adds to the user experience.Compelling:Deliver value-added offers within relevant content that entice your customer to take action. Results-Oriented:Receive detailed campaign metrics to track and optimize ROI and eliminate advertiser waste.Easy to Buy:One buy gets your message distributed through the NAVTEQ LocationPoint Advertising Network.
- A sample of our customers, 300+, waiting for LPA, our sales team