Why location-

based

services matter

Image credit:

miss_hg, Flickr

The Facts

Location- based services are welcomed by consumers. More and more businesses are embracing them.

Location- based services drove a 50%

increase in footfall

Image credit: Lars Ploughman, Flickr

The number of business not using digital signage

fell by 22%

7 in 10 people are willing to receive

location- based messages

As of 2012, 750,000 companies have claimed

their businesses on Foursquare

LBS- a social, entertainment or information service, enabling a company to reach its audience with a message relevant to that audience’s geographic location.

Recent Progress

2011- the ‘’Year of the Mobile’’ (Nielsen) The use of location- based services increases.

February 2012 74% of smartphone

owners use their phones to get place- based

messages

Image credit: philcampbell, Flickr

Use digital signage to drive check-ins and help

your venue go viral

May 2012 Only 18 % of them check into certain locations or share their location with

friends.

Image credit: Ed Yourdon, Flickr

‘’It’s fascinating to watch how quickly smartphones owners are incorporating this type of location-specific information in their lives.“ Kathrin Zickuhr, PEW Internet

May 2011 55% of smartphone

owners get real-time location-based

information on their phones

Dec 2011 Foursquare reaches 15

million users

Where we are now

The strong smartphone culture, improving technologies and the avoidance of traditional marketing resulted in the emergence of location- based marketing (LBM).

Image credit: DDGTV

Digital displays can support interactions

through the use of touch screen technology

and smartphones (QR codes, NFC etc.)

TV remains America’s

most popular source of news

Image credit: LocaModa

"Everyone standing in front of a screen is mobile, the opportunity for us is understanding how to connect to that user" Stephen Randall, CEO of LocaModa

LBM- uses location- based

services to engage with

consumers based on their

Location.

PwC

Real- life examples From a little- known Swedish supermarket to the fast- food giant McDonald’s, companies from all industries and of all sizes use digital signage to drive business and inform their customers.

McDonald’s new digital signage channel will show area- specific information ,

direct viewers online for shopping and offer music for

download.

This video wall invites a customers to check in and

make the prices of selected products fall.

"The beauty of using mobile

activation with digital signage is

that it creates the pull for

information, rather than the

push." Stephen Randall,

CEO of LocaModa

Photo source: Ooh-tv Photo source: Yahoo Finance

Conclusions

‘’Out-of-home advertising is being propelled by the usage of digital signage’’ PwC

‘’It’s about the horizontal integration of all media around the engagement of a consumer in a specific place” Asif Khan, Location Based Media Association

“Simply put, location changes everything.” Matthew Honan, Wired magazine

48% of smartphone owners said using their devices to browse has influenced their in-store purchase decisions. Retail Touchpoints

19% of consumers made an unplanned purchase after seeing an ad of an item on the screen. Arbitron 2010

Other sources PEW Internet, ‘’ Three-quarters of smartphone owners use location-based services’’ May 2012 PricewaterhouseCoopers Canada, ‘’Marketing goes local’’ May 2012 Arbitron Digital Place- Based Video Study 2010

Provided courtesy of Dynamax

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