how to best utilize location-based media for business
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How to Best Utilize Location-Based Media for Business
October 3, 2011
Webster LewinSVP, Director of Digital Innovation and StrategyMSLGROUP Americas
Scott MargolisVP, Business Development / GM MobileHopStop
Hussain Ismail Director, Social MediaLive Nation
How big is Location based media?How big is Location based media?
How many people use location
Source: The Pew Research Center’s Internet & American Life Project, 5/2011
20 MM mobile subscribers use social networking check-in services
Source: comScore, Sept. 2011
20.0 Million Consumers, 8.6% of the Mobile Audience, used Social Networking Check-in Services
However, over 20% of smartphone users check in
20.0 Million Consumers, 8.6% of the Mobile Audience, used Social Networking Check-in Services
However, over 20% of smartphone users check in
28% of consumers who access Social Networking Sites also used Check-in Services
Nearly 30% growth among smartphone users in the past 5 months
28% of consumers who access Social Networking Sites also used Check-in Services
Nearly 30% growth among smartphone users in the past 5 months
Foursquare is one of the earliest Location Based/Check-in Services which gained popularity, and it continues to rise
Foursquare is one of the earliest Location Based/Check-in Services which gained popularity, and it continues to rise
138%
Data: Three Month Avg ending Jul 2011
Source: comScore MobiLens US
42 MM smartphone users access maps
Growth of mobile maps usage among smartphone users
Source: comScore, Sept. 2011
51% of smartphone users use maps at least
once a month
Over 70% growth among smartphone users in the past 12 months
51% of smartphone users use maps at least
once a month
Over 70% growth among smartphone users in the past 12 months
Two Approaches for Location Media
Earned Paid
contextually-relevant branded Tips:
Targeted mobile media to users actual location
HopStop is a leading location-based service providing door-to-door transit,
walking, biking, taxi and hourly car rental directions in 62 major metropolitan
areas (spanning 100+ cities) throughout the U.S., Canada & Europe, and is
largest provider of pedestrian navigation and transit-routing behind Google Maps
Overview
How do I get there?
How long will it take?
What’s the fastest route?
When does the next bus arrive?
When do I need to leave?Should I walk or cab it?
Common Everyday Questions
What’s nearby?
A Powerful Location-Based Service
HopStop users are on-the-go. Knowing their current location and where they’re going makes HopStop highly unique (and hence able to geo-target local content and offers to the whereabouts of millions of users)
Restaurant Reviews
Nightlife ReviewsLocal Events
Nearby ShoppingLocal Daily Deals
Unique Geo-Targeting Capabilities
How powerful is it to get the right message, in-front of the right user, at the right time? Very.
Nearby:Restaurant Review
Nearby:Restaurant Review
HopStop is the Perfect Mobile Local Service…
iPhone Android
BlackBerry Windows Phone
- 650K+ downloads- Top 10 iTunes Navigation App- Top App of the Year (TIME)
- +350k+ downloads- Top 25 Android Travel App- Top 10 Amazon Travel App
SMS
- Advanced text messaging platform to request and receive directions
Mobile Web
-Same great experienceas our apps and website
-More usage than apps
-40% of our usage now comes from a mobile device (all incremental)- 1 million app downloads, and counting…
iPad (Coming Soon) HTML5 (Coming Soon)
Coming Soon Coming Soon
Live Nation Venue Check-ins
July August September
Marketing Programs
• Venue Tips
• In-venue Discounts
• Future Tickets
• Free stuff
iPhone App
Shows Nearby Realtime Setlists Show Content
Q & A
Webster LewinSVP, Director of Digital Innovation and StrategyMSLGROUP [email protected]@wloglobalText WEBSTER to 87812
Hussain Ismail Director, Social MediaLive [email protected]
@hussain
Scott MargolisVP, Business Development / GM [email protected]