My Presentation on Location Based Mobile Advertising at ProductCamp, NYC 2011

1. Location Based Mobile Advertising Nagendra Kumar Lavu Senior Product Manager Product Camp - NYC Sep 17, 2011

2. Agenda Location Based Mobile Advertising Overview LBA Ecosystem Market forecasts Key Market drivers and Challenges Competitive Landscape Key Recommendations LBA Architecture

4. Pull AdvertisingAdvantages Mobile is Personal, Interactive and Constantly in Use. Location adds “WHERE” filter and provides Context, Localization and Relevance LBA provides following RICH DATA to Advertisers: WHERE: Geo-Awareness WHO: Social graph and group Dynamics WHAT: Real identify of a location as well as one’s behavior and preferences WHEN: Frequency, time and duration WHY: Intent HOW: Path to arrival and Path to exit

5. LBA Delivery Models

6. LBA Ecosystem Mobile Users Ad Networks/Platform Providers Publishers/Content Providers Mobile Applications Advertisers/Brands Ad Agencies/ Marketing firms Mobile Operators

8. In 2011, 49M engaged with advertising, 12M clicked on ad and purchased an item

9. Mobile Local Ad Spending will be the fastest growing medium over next 5 years

11. Mobile Internet - 3G/4G Data Networks

12. GPS Enabled Handsets

14. Accuracy of Location

17. Location + Context is the key

18. Spam Control

20. Partner with Platform Providers and Application Developers

21. Provide Mobile App stores

24. Cell-id

25. Wi-Fi

27. CPC calculated based on CTR

28. CPA

29. Click to Call

30. Click to Navigate

31. Click to Website

33. THANK YOU Nagendra Kumar Lavu Senior Product Manager http://www.linkedin.com/pub/nagendra-kumar/6/121/2a2