2. What is LBA? Advertising targeted based on your physical location and proximity
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6. Prerequisites User’s location Ad server that supports location-targeting Application that adds location to ad requests
7. The jetsetter You’re in a new city looking for a restaurant The bargain hunter About to purchase but looking for a better deal The party animal Looking for events near me tonight
8. The (very) small business Hairdressers, plumbers, TV repair, dog kennels and everybody else Oldest form of advertising, livery on a storefront. Local newspapers vs. global media.
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11. Time is important 1 7AM Slow 7 9AM Spike 9 12PM Moderate 12 2PM Spike 2 7PM Slow rise 7 11PM Spike 11 1AM Slow decrease
12. Maps aren’t everything 2 Models – display and text ads in content + points of interest on maps Often location-based ads work better away from a map, maps can be boring and have specific uses
13. What to expect Low volumes of impressions and a higher click-through rate Our experience in trials: web ads up from 0.4 to 0.6% CTR
15. Nando’s on the Web 6 locations around Cape Town, 3 – 5km radius per location Higher than average CTR
16. Text ads below the dashboard map Interstitial ad between dashboard and contact list
17. What about privacy? Revealing location seems dangerous, users must have complete control over who can see their location
18. Summary LBA makes digital advertising appealing for smaller advertisers, should increase the volume of clicks and improve relevance of the advertising