SXSW2009 - Location Location Location: The Future of Mobile Advertising
- Sam Altman CEO, Loopt Inc
Bud Caddell Strategist, Undercurrent
Denny Reinert Dir IA Ad Sales, Navteq
Uwe Hook SVP Media, Direct Partners
Tina Unterlaender AKQAby bryanhurren at 3/17/2009 8:16:09 PM - Navtec is building an ad network based on navigation.by bryanhurren at 3/17/2009 8:34:33 PM
- opaque value problem: I'm on Brightkite, but mah friends don't use it (pop quiz: source?) #sxswlllby stealingsand via twitter at 3/17/2009 8:35:21 PM
- Loopt has an age demo of <20 y.o. Local search is much older.by bryanhurren at 3/17/2009 8:36:04 PM
- location-sharing feature demo of loopt is mid-20s but "oversharing" stuff skews much younger and scare older users #sxswlllby MobileBehavior via twitter at 3/17/2009 8:36:56 PM
- Sam: on roadmap: different levels of information sharing with different groups.by bryanhurren at 3/17/2009 8:39:27 PM
- How to balance user needs with advertising needs: Tina: shift from contextual to location which offers a whole new sphere. Eg never eat candy EXCEPT at movie theatre.by bryanhurren at 3/17/2009 8:41:49 PM
- Sam: if it doesn't work for user, it doesn't work for anyone.by bryanhurren at 3/17/2009 8:43:00 PM
- Bud: the iPhone is the first phone we love.by bryanhurren at 3/17/2009 8:43:53 PM
- navtec: building an ad network, have done a lot of research around navigation. Have launched on garmin devices (if has T at the end - free trafficking in exchange for ads). Very few people are opting out. Ads are not intrusive: when driving, no. At end of route, traffic pages. the first 6 reviews, most people were very very apprehensive.by bryanhurren at 3/17/2009 8:45:14 PM
- navtec: people were fine with it because it wasn't intrusive and adding value (coupons). "Don't want to piss people off.. right off the bat".by bryanhurren at 3/17/2009 8:45:55 PM
- Loopt CEO says location-based mobile ads can't be interruptive, must add value. #Sxsw #sxswlllby nathantwright via twitter at 3/17/2009 8:46:07 PM
- Navtec/ Loopt, launch in Q2 - was that leaked?by bryanhurren at 3/17/2009 8:46:27 PM
- garmin gives you free traffic in exchange for ad (otherwise $60), not while driving, though.... #sxswlllby MobileBehavior via twitter at 3/17/2009 8:47:40 PM
- Sam: It's not about serving ads where you are, it's about your location stream. Do people car if a service is tracking behaviors? Some people in audience do.by bryanhurren at 3/17/2009 8:48:37 PM
- Tina - people are really driven by sales (works with the Gap), "if only I knew, I would have gone".by bryanhurren at 3/17/2009 8:51:17 PM
- Online, we've seen banner ads creating a lot of clutter, resulting in low CTRs. Sam: ads with location pay an order of magnitude higher. Tina: from a brand perspective, make sure it doesn't lose value by "plastering" ads everywhere.by bryanhurren at 3/17/2009 8:53:28 PM
- Isn't google going to own this space? Sam: google is obsessed with LB-ads. If they can enable this space, that's great.by bryanhurren at 3/17/2009 8:54:34 PM
- What about FB Connect? Sam: most mobile servies will integrate.by bryanhurren at 3/17/2009 8:55:02 PM
- What about Spam? Sam: must always be poll-based rather than pushed (unless you've opted in). Bud: can't do the only thing a spam does. Navtec: ad servers are complex when saying how many people per day, at a specific location? Trying to target this way is tough, but more granular, the better for advertiser.by bryanhurren at 3/17/2009 8:57:15 PM
- foursquare and gowalla both launched at sxsw, getting lots of shout-outs! #sxswlllby MobileBehavior via twitter at 3/17/2009 8:58:49 PM
- Facebook connect for iphone is getting lots of lip service, called a giant step forward for mobile applications #sxswlllby MobileBehavior via twitter at 3/17/2009 8:58:55 PM
- Metrics? Sam: most interested in performance side. Go into store->redeem coupon. What time of day? Navtec: click to call, click to map, click to coupon, around specific locations.by bryanhurren at 3/17/2009 9:00:17 PM
- Tina: we've seen people tell their friends "I'm at gap now". In that scenario we could be truly truly helpful.by bryanhurren at 3/17/2009 9:01:25 PM
- Sam: doesn't expect a shortage of inventory. People diminish laptop for location - shout out to skyhook.by bryanhurren at 3/17/2009 9:02:24 PM
- Ad relevance? Sam: Loopt build own ad server.by bryanhurren at 3/17/2009 9:02:54 PM
- 10% of all searches are fundamentally local #sxswlll #sxswby twitteratti via twitter at 3/17/2009 9:03:48 PM
- Scale - with google big brands had to compete with small brands. how will this work for local tools? Sam: we'll see the concept of bidding. Navtec: important to rotate ads.by bryanhurren at 3/17/2009 9:04:51 PM
- Plans for loopt to ad more value? Sam: again, thinks more about performance (rather than brand). Geograffi is a good opp for brand advertisers.by bryanhurren at 3/17/2009 9:06:24 PM
- Privacy issues? Sam 4: 1. service settings, 2. user settings (will likely be legislated) 3. concept of "black holes" eg at home) 4. historyby bryanhurren at 3/17/2009 9:09:33 PM
- Future of LB-marketing/-usage of tools: Bud: lurkers must be prevented by "anonymyzing". Tina: will play an increasingly bigger role. in short term, lots of trials. Navteq: too far out. owned by nokia have a tonne of data. Cars drive around 70 countries to get data models. Sam: augmented realityby bryanhurren at 3/17/2009 9:13:20 PM
- Physical location history is incredibly data rich, would allow for incredible targeting. Concern: backlash re:privacy #sxsw #sxswlllby FlightpathNY via twitter at 3/17/2009 9:15:10 PM
- Big social networks - afraid someone will get hurt. Is that why, for example, FB is pushing location to partners? Didn't answer it really.by bryanhurren at 3/17/2009 9:15:48 PM
- Mobile billing solutions? Apple just announced in-app micropayments. Carriers are cheaper per transaction than credit card.by bryanhurren at 3/17/2009 9:17:00 PM
- Carriers are trying to make mobile payments cheaper than a credit card. #SXSWlllby BeckyMcCray via twitter at 3/17/2009 9:17:47 PM
- guy's question makes a good point - in future we'll protect our mobile #s the way we protect our SSNs now #sxsw #sxswlllby Keidson via twitter at 3/17/2009 9:19:51 PM
- Nokia's working on crowd sourcing location. If you turn it off, you can't use the service. Anonymize user id.by bryanhurren at 3/17/2009 9:20:40 PM
- Bud: Umbrella today is a great service. It's opt-in.by bryanhurren at 3/17/2009 9:21:31 PM
- LBS ads cannot take a direct mail approach, needs to be opt-in or pull #sxswlllby MobileBehavior via twitter at 3/17/2009 9:25:15 PM
- Navteq is crowdsourcing GPS devices to determine patterns (sounds like Sense Networks) #sxswlllby MobileBehavior via twitter at 3/17/2009 9:26:09 PM
- Sam: some day individuals will be bid on (ie based on conversion propensity).by bryanhurren at 3/17/2009 9:27:01 PM
- Bud: gives a shout-out to Charlene Li's "personal CPM" concept.by bryanhurren at 3/17/2009 9:27:51 PM
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