Mobile Advertising Strategies: Present & FuturePresent & Future
Alok Deshpande | 9.22.2009
peoplepeople placesplaces eventsevents thingsthings
What is Loopt?
The Carrier & Platform Ecosystem
Key Costs
Location
Device Support /
Testing
Map Services
SMS Integration
Ads on a mobile devices
Occupy limited real estate
Cannot be ignored
Need to engage, be relevant, and
Display Ad
Cannot be ignored easily
be relevant, and high value
Can be hard to interact with
Enter the life graph
How does this help?
Knowing users helps deliver them great services
You’re considering going to a mid-priced
Japanese restaurant a few blocks down
-> System recommends others that are
better rated and equally close
You and Laura go to the same sandwich
shop around the same time everyday
-> System introduces you to Laura
better rated and equally close
How does this help?
Location and social
information makes ads highly
relevant
Coupons deliver value and
are actionable
Just the beginning
Bidder A:$1.25 CPC
Bidder C:
Bidder B:$2.81 CPC
You
you
Bidder C:$2.11 CPC
If you slept through the rest...
• Ads can work for mobile services
• Must be actionable, relevant, and well targeted
• Your “life graph” enables cool features and can determine ad relevance