Ogilvy

What advertisers want from location based providerslocation based providers

Dirk Shaw, SVP – Digital Influence

Where does Digital Influence fit in @ Ogilvy

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http://farm3.static.flickr.com/2767/4118268857_55e417f3cb.jpg

Why are we getting excited about location based services.

Why are we getting excited about location based services.

Augment traditional Augment traditional

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Augment traditional advertising and PRAugment traditional advertising and PR

A new way to extend A new way to extend

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A new way to extend loyalty.

A new way to extend loyalty.

Bridges retail with point of Bridges retail with point of

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Bridges retail with point of sale.

Bridges retail with point of sale.

It allows us to do really cool It allows us to do really cool

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It allows us to do really cool stuff.

It allows us to do really cool stuff.

How can you help?

Make it sell

Make it easy

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Make it reward

Make it seamless

Make it sell

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Make it sell

But we need to increase relevance.

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relevance.

Move from anonymous “check in” to tailored experience.

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in” to tailored experience.

Tailor content based on data. Not simply what peers think..

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• Affinity..

Make point of sale redemption more accessible.

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accessible.

Make it reward

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Make it reward

Extend existing programs. Not create new ones.

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Use data to reward people based on what they are interested in.

Recommended rewards near you

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20% off all things in the cycling department

Use new methods besides transactions to earn rewards.

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Make it easyMake it easy

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Make it easyMake it easy

Each location can have dozens of platforms to manage check in data

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Better way to manage location content across platforms.

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Location based content management

Location analytics beyond check in. ActionAction

PreferencePreference

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ReachReach

Make it SeamlessMake it Seamless

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Make it SeamlessMake it Seamless

Connecting GPS with in store location.Connecting GPS with in store location.

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Connecting GPS with in store location.Connecting GPS with in store location.

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In Summary

Looking for better ways to increase relevance of location based offers.

We would rather focus on high value services then managing data.

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Extend existing rewards programs with new interactions.

We are always seeking new partners to do cool things with.

CONTACT

Dirk Shaw

Senior Vice President, 360 Digital Influence

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MOBILE +1404.931.5173

EMAIL dirk.shaw@ogilvypr.com

BLOG dirkshaw.com

TWITTER @dirkmshaw