gl-enestlé geomarketing and mapvertising geomarketing –delivering relevant content for a given...
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GL-eNestlé
Geomarketing and mapvertising
• Geomarketing– Delivering relevant content for a given
geographical context
– Analyze consumers’ behavior according to specific areas
• Mapvertising– Combination of maps or satellite pictures with
relevant information, ads, promotions, etc.
– Showing sponsored results vs. organic search results
– For PC, mobiles, GPS, etc.
GL-eNestlé
Geomarketing and mapvertising
• Use case– Google Maps showing red pins for regular results and icons/blue pins
for sponsored results
– When a user clicks on a pin, a balloon shows up with name, address and phone number, customer reviews, links, etc.
– Google is planning to integrate video, chat and pay-per-callor click-to-call in these balloons
• Potential– Yellow Pages advertising market is bigger than the entire existing
online search advertising market
GL-eNestlé
Geomarketing and mapvertising
• New applications– Fiat used Google Earth for treasure hunt promoting the Fiat Sedici
– Adidas used Google Earth for a quiz combining football trivia and location of teams and players
– HBO used Google Maps to create a tour to follow the Sopranos
– RoofShout paints ads on rooftops in order for them to be viewed on satellite mapping sites (Google Earth, Windows Live Local)
– A German company called Artfield transforms fields into huge advertisements that you can see from planes or Google Earth