Location Based Advertising and marketing in online, mobile. Location context for media organizations and agencies – a discussion
- The Panelists in this discussion:
- Magid Abraham, Executive Chairman, ComScore Inc
- Dipanshu Sharma, CEO, xAd
- Shrikant Pathak, Media & Information Services, Tata Consultancy Services
- Moderator: I.J.Hudson
Here are the key points from the discussions
One Media & Broadcasting Industry
#Media industry is morphing from a B2B to B2C industry –#LocationIntelligence is an untapped potential- Large News aggregators are able to provide customized news items to users based on predictive models based aided by
#locationintelligence - Watching your behavior
#netflix is able to source relevant content – this is called relevancy - Branded content, predictive models are some areas where
#media industry will increasingly focus on
Location context in Ads
- Adding
#Location to a targeting system to online#ads can increase value of 4x - Having
#ads based on#location where you go is very much possible today - Value creation, relevancy of
#ads is very much important and it completely changes by using#location
Location context in Mobile Apps
- Location consumption today- More data is shared in a safe way, more intelligent systems we will be able to create
#Location is the next thing after#Search#App ecosystem is provides a way to do#microtargeting of#ads that was never possible before
Privacy context
#Privacy is an area that the online#ads need to address when integrating#location context with#financial kind of data- Would you delete mobile
#apps that track your location? Is the#location question you need to ask. - It is important to realize that consent given by user to the mobile
#app owner provides enhanced value to the user #privacy – Everything that can be known of people#Online is already known
Business Aspects
#Revenue vs.#userexperience – this is how it works#online- A whole lot of
#automation using#bigdata is the future to derive value out of data #Amazon Echo#Alexa is a great way on how automation and#IoT can come to#consumers at $200#machinelearning Are we headed that way?Yes,type 7-8 letters on#Google#Bing, your#search intent is already known#Tech and#innovation dilemma – Are we taking away too many#jobs by too much of automation?
