Why Location Matters

@AsifRKhan @TheLBMA

#LBMABerlin

Presented by: Asif R. Khan

The Location Based Marketing Association is an international, not-for-profit group dedicated to fostering research, education and

collaborative innovation at the intersection of people, places and media.

We live at the intersection of:PEOPLE, PLACES & MEDIA

Formed in 2010, 600+ members with chapters in:

Toronto, Montreal, New York, San Francisco, Atlanta

Amsterdam, Berlin London, Singapore

Weekly podcasts, Twitter, LinkedIn and Facebook Groups, Case Studies, blog postings, research, events and so much more

What Do We Do?

WHAT IS A PLACE ?

Total of:102 000 000 PlacesAccessed by:231 000 000 UsersResulting in :1 300 000 000 impressions annually

2011

Source: The LBMA

Total of:2 430 000 000 PlacesAccessed by:1 100 000 000 UsersResulting in :27 700 000 000 impressions annually

350 000 WiFi Hotspots1 500 000 Billboards6 000 000 Digital Screens2 300 000 000 TV Sets

2013

Source: The LBMA

Total of:53 630 000 000 PlacesAccessed by:4 000 000 000 UsersResulting in :110 000 000 000 impressions annually

350 000 WiFi Hotspots1 500 000 Billboards6 000 000 Digital Screens2 300 000 000 TV Sets

1 200 000 000 Vehicles6 000 000 000 Mobile Phones44 000 000 000 App Downloads

2016

Source: The LBMA

The challenge for brands

Deals Are Indeed Important

But Not Unless It’s Right For You

Location of the phone

Location of the screen

Location of the phone

Location of the screen

Location of the phone

Location of home. Location of nearest store. Location of alternative stores. Location of products. Location of competitor’s products. Location of friends. Location of everything

It’s All Location Based

1. Payments + Augmented Reality

1a. Creating New Inventory

2. What Is A Location?

STARHUB MUSICAL FITTING ROOMS

http://www.youtube.com/watch?v=IJkRtnfNCo4

2a. Not Just A Building

3. When Location Benefits All

4. Not Just Gamification Anymore

4a. Not Just Gamification Anymore

Coca-Cola Dancing Vending Machine

http://www.youtube.com/watch?v=-cvv1oC-ZaM

5. Taking The Store To The People

6. Active To Passive Check-Ins

Facedeals – Checkins with your face

https://www.youtube.com/watch?v=sLOxUVvcjwE

91% of people said they were positive about receiving 3rd party messages via O2

95% of all SMS messages are read within 3 minutes

7. The Re-Emergence Of SMS

8. All Media Can Be Location Based

Granata Pet – Checkin To Billboardhttps://www.youtube.com/watch?v=t8dmjoqOOQo

9. Indoor Location

10. Completing The Redemption Cycle

11. Content Is King, But Context Is The Advisor

12. Blending Physical & IP Location

Parking Douche Apphttp://www.youtube.com/watch?v=BH5AWAO5qRw

13. Connect Media Together

14. The Re-Invention of Search

15. Creating Memorable Experiences

Sunny Sale – Emart’s QR code with shadowshttps://www.youtube.com/watch?v=EvIJfUySmY0

16. Location is About Data

Key Takeaways“A place is wherever you are right now”

“It’s not only about hyper-local, but really about hyper-relevance”

“LBM is not only about mobile, but the integration of media around places”

THANKS FOR YOUR ATTENTION

ASIF R. KHAN - Founder & President

ASIF@THELBMA.COM

@AsifRKhan @TheLBMA