Sam Altman CEO, Loopt Inc
Bud Caddell Strategist, Undercurrent
Denny Reinert Dir IA Ad Sales, Navteq
Uwe Hook SVP Media, Direct Partners
Tina Unterlaender AKQA
Navtec is building an ad network based on navigation.
Loopt has an age demo of <20 y.o. Local search is much older.
Sam: on roadmap: different levels of information sharing with different groups.
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.
Sam: if it doesn't work for user, it doesn't work for anyone.
Bud: the iPhone is the first phone we love.
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.
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".
Navtec/ Loopt, launch in Q2 - was that leaked?
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.
Tina - people are really driven by sales (works with the Gap), "if only I knew, I would have gone".
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.
Isn't google going to own this space? Sam: google is obsessed with LB-ads. If they can enable this space, that's great.
What about FB Connect? Sam: most mobile servies will integrate.
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.
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.
Tina: we've seen people tell their friends "I'm at gap now". In that scenario we could be truly truly helpful.
Sam: doesn't expect a shortage of inventory. People diminish laptop for location - shout out to skyhook.
Ad relevance? Sam: Loopt build own ad server.
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.
Plans for loopt to ad more value? Sam: again, thinks more about performance (rather than brand). Geograffi is a good opp for brand advertisers.
Privacy issues? Sam 4: 1. service settings, 2. user settings (will likely be legislated) 3. concept of "black holes" eg at home) 4. history
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 reality
Big social networks - afraid someone will get hurt. Is that why, for example, FB is pushing location to partners? Didn't answer it really.
Mobile billing solutions? Apple just announced in-app micropayments. Carriers are cheaper per transaction than credit card.
Nokia's working on crowd sourcing location. If you turn it off, you can't use the service. Anonymize user id.
Bud: Umbrella today is a great service. It's opt-in.
Sam: some day individuals will be bid on (ie based on conversion propensity).
Bud: gives a shout-out to Charlene Li's "personal CPM" concept.
bryanhurren
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