![Page 1: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/1.jpg)
Benjamin EzrickSenior Strategist, Digital Innovation
OgilvyInteractive
![Page 2: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/2.jpg)
Digital Innovation GroupDigital Innovation Group
“Encourage innovation. Change is our lifeblood, stagnation our death knell.” - David Ogilvy
Areas of focus:Mobile Interactive TVGamingDigital Out-of-home
![Page 3: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/3.jpg)
The Mobile MarketThe Mobile Market
U.S. mobile phone penetration
U S mobile Internet penetrationU.S. mobile Internet penetration
Projected growth of point-of-interest(POI) or location-based advertising(POI) or location-based advertising
![Page 4: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/4.jpg)
Location-based advertising generally i h i l l i kirequires physical location tracking
Cell Tower
GPS
Bluetooth
Wi-Fi
![Page 5: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/5.jpg)
The PromiseThe Promise
ImmediatelyShopping Pass Store Receive Coupon Immediately Redeem
![Page 6: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/6.jpg)
The RealityThe Reality
� Only 2% of the mobile population utilizes LBS
� People rarely keep Bluetooth enabled.
� Determining your location is not easy.
� Few mobile vendors can deliver national scale.
1. Mobile users must opt-in to receive messages. p g
2. Few people desire phones with GPS.
![Page 7: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/7.jpg)
Present DayPresent Day
![Page 8: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/8.jpg)
LBS SMS – DHL CampaignLBS SMS DHL Campaign
Nominated for best mobile game 2008
![Page 9: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/9.jpg)
Nokia Interactive Media Labs & MITNear-Field Communication is a short-range high-frequency wireless communication technology which enables the exchange of data between devices over approximately 10-cm distance. Current usages include10 cm distance. Current usages include mobile ticketing on public transportation systems, mobile payment, smart postering, and Bluetooth pairing.
Test:Test: For this project, we imagine a future on usage scenarios of NFC technology in the specific context of MIT Campus, from the perspective of an MIT student. A
Locations: Boston and London
![Page 10: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/10.jpg)
MIT VideoMIT Video
![Page 11: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/11.jpg)
Loopt Social Mapping
Loopt is a social network that allows members to use GPS to track their friend’s’ location.
CBS ill se Loopt’s GPs technolog toCBS will use Loopt’s GPs technology to power location-based ads across their cites: CBS Mobile News and CBS Mobile Sports.
![Page 12: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/12.jpg)
Will The iPhone Revolutionize LBS?Will The iPhone Revolutionize LBS?
General Population: iPhone Users:
Mobile Web: 14%
Mobile Search: 6 1%
Mobile Web: 85%
Mobile Search: 59%Mobile Search: 6.1%
Social Networking: 4.2%
Mobile Search: 59%
Social Networking: 49%Social Networking: 4.2% Social Networking: 49%
Source: M:Metrics 2008 and emarketer
![Page 13: Benjamin Ezrick Senior Strategist, Digital Innovation ... · Digital Innovation Group “Encourage innovation. Change is our lifeblood, stagnation our death knell.” -David Ogilvy](https://reader031.vdocuments.us/reader031/viewer/2022022805/5ca9da6688c9931f068d291c/html5/thumbnails/13.jpg)
C t t I f tiContact Information
Benjamin EzrickSenior Strategist, Digital InnovationOgilvyInteraciveOgilvyInteracive
Office: (212) [email protected]
Digital Innovation Newsletter: www innovation ogilvy comDigital Innovation Newsletter: www.innovation.ogilvy.com