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Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store...

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Location, Location, Location Tom Pearman, Weve
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Page 1: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Location, Location, Location

Tom Pearman, Weve

Page 2: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Location marketing isn’t new…

1800, first use of localised out door advertising

Local radio is born via the BBC, with independents branching out later

1956, regional advertising through ITV franchises

First local newspapers appear featuring local advertising

Page 3: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Location drives relevance

Page 4: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

The rules have just changed…The rules have just changed…

Page 5: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

The starting point for location was IP address

Page 6: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Mobile takes this a step further

Page 7: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Learn from their behaviours

Page 8: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

So how does this all work?

Page 9: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail
Page 10: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

In App- based on permissions…

Page 11: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Marketing location services

Page 12: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail
Page 13: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Lucozade Revive: Driving sales

Page 14: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail
Page 15: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Airline X: Creating relevance through roaming & call data

Response

+700%industry

performance

Page 16: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Unique, scaled verified …

Page 17: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

IKEA: Home location targeting

Page 18: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Using location to measure beyond the click

Customers who live in catchment area of stores

Lookalikes who live in catchment area of stores

Weve observe everyone (both test and control) who visit the stores and enters the geofence.

Comparison between test and control groups gives a confirmed uplift in footfall generated by mobile messaging

Page 19: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Mobile has transformed the way location services are used.

Location is more than just live location.

Use the right channel for the right marketing opportunity.

Page 20: Location, Location, Location · 1956, regional advertising through ITV franchises ... App Store Google Maps Settings Evernote Gmail Phone CIOCk Facebook You Tube YouTube Notes Mail

Thanks

Tom Pearman, Weve@TomPearman


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