Finding Your Way Through Location-Based Media: Case Study+ ++

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David StaasSVP, Marketing dstaas@jiwire.com@davidstaas

Alix HartSr. Director, Digital Marketing@trahla

Finding Your Way Through Location-Based Media: Case Study

Places

Proliferation of DevicesWorldwide smartphone sales will stretch 468 million

units in 2011, a 57.7% boost from 2010

Source: Gartner, April 2011.Source: JiWire, Q2 2011

Average devices owned by the

mobile audience 2.4Source: Gartner, April 2011

Source: JiWire, Q2 2011

What location-based services are you most interested in?

Source: JiWire, Q1 2011.

Mobile Driving In-Store Purchasing

3131%%

PurchasedIn-Store +5+5%%Researched

on Mobile

COMPASS: Locationize Your BrandA rich media, app-like location experience to connect consumers

Engage consumers when they are near

Your Brand’s Locations

Best Buy and JiWire CompassLocation-Based Advertising on Any Device

Summer Campaign:Connected on the Go

• May/June 2011

• Help match consumers with the right technology for their needs while on the go

• Mobile: Drive consideration & traffic to Best Buy

Best Buy & JiWire Two Location-Based Compass Campaigns

National Campaign“Connected on the Go”

1,101 Stores, All Markets

Local Market Campaign“Connected Stores”

14 Stores, Las Vegas & Pittsburgh

Campaign 1: Connected on the Go National, May & June 2011

Campaign Details:•National Campaign across 1101 Best Buy Stores•Cross channel: Smartphones, Tablets, Laptops•Across mobile & Public Wi-Fi•Same experience, but unique to each media

x

Campaign 2: Connected StoresLas Vegas & Pittsburgh, May 2011

Campaign Details:•Mobile Only Campaign •Delivered through Location-Based Apps•Engaged consumers near the 14 Best Buy Stores in target markets

Results: Store Level Engagement

National Pittsburgh

% consumers who clicked on individual store locations

1010%%

Las Vegas

1818%%

1212%%

• Drill-down insights on individual market differences & performance• Compare individual markets vs. National benchmarks for all stores

Results: Local Calls to Action

Walking Driving

Walking vs. Driving Directions

3838%%

6262%%

National Market

Local Market

% Consumers who clicked on

Directions

4040%% 4040%%

Wi-Fi Mobile Apps Wi-Fi Mobile Apps

Results: Consumer Learning by Device

Individual Best Buy Store Views

Individual Best Buy Store Direction Views

• Wi-Fi Highlight: 2.5 minutes average engagement time.

• Mobile Highlight:70% of the total people who clicked on location details got directions to store.

11.311.3%%9.19.1%%

2222%%

5353%%

Results: Device Trends

Smartphone Tablet

22% Higher Engagement on Tablet

2222%%

What’s Next? Locations Inventory and Deals, Leveraging Best Buys API

“The only thing better than overnight

delivery is In-Stock, Right

Now, Near You!”

- CTO, Best Buy Mar 2011

Finding Your Way Through Location-Based Media: Case Study

David StaasSVP, Marketing dstaas@jiwire.com@davidstaas

Alix HartSr. Director, Digital Marketing@trahla