Comments on: Location-based advertising: Place trumps traditional targeting

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By: Jim Brady

Jim Brady — Thu, 21 May 2009 22:24:32 +0000

This is definitely a shift in the right direction. Relevance, whenever you can have it, helps cut the clutter or as Ann says, interestingly, not waste ads. Hadn't thought of the waste factor as much as the splatter factor in user experience, but definitely, the more we can get it down to a message desired on each end, the better.

@ Jay: Having suffered from visionaryitis myself, I would bet Anne's instinct for ideal commercial communication doesn't come from a sensationalist journalism bent, but from a genuine belief in better things that are coming. Of course there will always be some venues – and the need, really – to do a little mass-appeal, some national branding, market positioning. Personally as someone with one foot in the mobile audience and the other in an enterprise seeking to thrive by presenting a better way, I believe seeing banner ads, clumbsily targeted pre-roll stream video, and stupid text tails on mobile screens is not only in efficient, but suppresses uptake of the medium. If the App Store has taught nothing else, it's that people will engage apps and channels. And, as old-school carrier decks with lambrythine UIs, scrambled models, mottled standards and advertising-as-vandalism continue to prove – there's no turning back.
Bottom line: screen invaders, leave it on the 'net. You want to succeed on mobile, don't come with anything that isn't personally relevant.

By: Mojave

Mojave — Sat, 07 Feb 2009 05:41:12 +0000

The next update of Snow Leopard OS X 10.6 is supposed to make your laptop location-aware, just like the iphone. Should be interesting for technology like this…

By: justindavey

justindavey — Sat, 06 Dec 2008 05:43:42 +0000

The fact that 1020 Placecast serves ads for Eventful and Eventful acquires location by IP really tones down your argument. Give highly targeted ads 3 years or so. This is nothing but a marketing-oriented post.

By: Dale

Dale — Thu, 04 Dec 2008 22:13:32 +0000

What leap of logic entertains the belief that location-based advertising won't suffer the same privacy concerns as are attributed to “second generation” past browsing behavior? While I think Anne's general framework is sound, one must carefully think how companies betting their financial success on location-based advertisting will respond in 2 or 3 years to congressional hearings. Trust me, it will happen.

By: Jay Friedman

Jay Friedman — Thu, 04 Dec 2008 00:28:09 +0000

Placecast is a good company, but the notion of “abandoning everything we've always done” is just silly. Placecast and similar services should be tested and added to the mix until they reach the diminishing point of return for ROI. No more sensationalist journalism, please.

By: Anne

Anne — Wed, 03 Dec 2008 07:47:28 +0000

Hi John, I am referring to both, targeted ads displayed “online”, including web, phone (mobile web and in-application), email and Wi-Fi, which is what Placecast does today, as well as ads displayed on other “online” media where audience can be matched to place and time, such as the ones you mention. I believe the power of location as a determinant of audience can be used better when the technology supports all the channels, not just one, because we do not consume media on one device exclusively.

By: John

John — Wed, 03 Dec 2008 06:46:24 +0000

Anne – Are you referring to targeted ads displayed on devices such as cellphones or those displayed on electronic billboards such as those on sidewalks, in elevators and in cabs? Or both? Thanks, John

By: LBSjunky

LBSjunky — Wed, 03 Dec 2008 05:04:26 +0000

This is a very exciting time for this emerging technology and market. I currently work in this industry and anticipate location-based services to push through the recession and become a powerful industry.

NOTE: Watch Placecast 1020, Lat49 and of course AdMob for the next 18 months….should be big.