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

GL-eNestlé

Geomarketing and mapvertising

GL-eNestlé

Geomarketing and mapvertising

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GL-eNestlé

Geomarketing and mapvertising

GL-eNestlé

Geomarketing and mapvertising

GL-eNestlé

Geomarketing and mapvertising