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David Staas SVP, Marketing dstaas@jiwire @davidstaas

Finding Your Way Through Location-Based Media: Case Study. Finding Your Way Through Location-Based Media: Case Study+ ++ +4 7 4q5 + q ++ +. David Staas SVP, Marketing dstaas@jiwire.com @davidstaas. Alix Hart

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David Staas SVP, Marketing dstaas@jiwire @davidstaas

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  1. Finding Your Way Through Location-Based Media: Case Study Finding Your Way Through Location-Based Media: Case Study+ ++ +4 \74q5 + q+++ David Staas SVP, Marketing dstaas@jiwire.com @davidstaas Alix Hart Sr. Director, Digital Marketing @trahla

  2. State of Location State of Location Places

  3. Proliferation of Devices Worldwide smartphone sales will stretch 468 million units in 2011, a 57.7% boost from 2010 2.4 Average devices owned by the mobile audience Source: Gartner, April 2011. Source: JiWire, Q2 2011 Source: Gartner, April 2011 Source: JiWire, Q2 2011

  4. What location-based services are you most interested in? Source: JiWire, Q1 2011.

  5. Mobile Driving In-Store Purchasing 31% Researched on Mobile Purchased In-Store +5%

  6. COMPASS: Locationize Your Brand A rich media, app-like location experience to connect consumers Engage consumers when they are near Your Brand’s Locations

  7. Best Buy and JiWire Compass Location-Based Advertising on Any Device

  8. Summer Campaign:Connected on the Go • May/June 2011 • Help match consumers with the right technology for their needs while on the go • Mobile: Drive consideration & traffic to Best Buy

  9. Local Market Campaign“Connected Stores”14 Stores, Las Vegas & Pittsburgh Best Buy & JiWire Two Location-Based Compass Campaigns National Campaign “Connected on the Go” 1,101 Stores, All Markets

  10. Campaign 1: Connected on the Go National, May & June 2011 • Campaign Details: • National Campaign across 1101 Best Buy Stores • Cross channel: Smartphones, Tablets, Laptops • Across mobile & Public Wi-Fi • Same experience, but unique to each media x

  11. Campaign 2: Connected StoresLas Vegas & Pittsburgh, May 2011 • Campaign Details: • Mobile Only Campaign • Delivered through Location-Based Apps • Engaged consumers near the 14 Best Buy Stores in target markets

  12. Results: Store Level Engagement % consumers who clicked on individual store locations 18% 12% 10% Pittsburgh Las Vegas National • Drill-down insights on individual market differences & performance • Compare individual markets vs. National benchmarks for all stores

  13. Results: Local Calls to Action % Consumers who clicked on Directions Walking vs. Driving Directions 62% 40% 40% 38% Local Market National Market Driving Walking

  14. Results: Consumer Learning by Device Individual Best Buy Store Direction Views 53% • Wi-Fi Highlight: 2.5 minutes average engagement time. • Mobile Highlight:70% of the total people who clicked on location details got directions to store. Individual Best Buy Store Views 22% 11.3% 9.1% Mobile Apps Wi-Fi Mobile Apps Wi-Fi

  15. Results: Device Trends 22% Higher Engagement on Tablet 22% Smartphone Tablet

  16. What’s Next? Locations  Inventory and Deals, Leveraging Best Buys API “The only thing better than overnight delivery is In-Stock, Right Now, Near You!” - CTO, Best Buy Mar 2011

  17. Finding Your Way Through Location-Based Media: Case Study David Staas SVP, Marketing dstaas@jiwire.com @davidstaas Alix Hart Sr. Director, Digital Marketing @trahla

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