This deck was presented at the 2017 Place Conference in NYC. For more from the event, click here: http://bit.ly/2x9BWDt

1. The Future of Location
NYC | Marriott Marquis | September 2017

2. Welcome!

3. Thank you to our FANTASTIC
sponsors and exhibitors!

4. Thank you to our partners!
Media Partner Association Partner

5. Sponsored by
Cocktail Reception
5-7 pm

6. #PlaceConf
GeoMarketing.com
@GeoMarketing
LSAinsider.com
@LocalSearchAssn

7. A not-for-profit industry
association of media
companies, digital agencies
and tech providers who help
businesses market to local
consumers.
300 Members - 20 Countries
Who is LSA?

8. LSA Members

9. Search “SMB Cloud Adoption Summit”
The Cloud Is the New “SMB Operating System”

10. • VP of Strategy for LSA
• Covering location-based media and marketing
since 1999
• Watching evolution of location/local search
since before inception of Google Maps
• Place Conference started in 2013 as an indoor
location conference. Expanded focus.

11. What exactly is
‘the Promise of
Location’?

12. Billions of Smartphones …
2.5 to 3
globally
… have changed everything

13. Smartphones + Sensors: Digitizing the Physical World

14. Concept of ‘Location’ Has Evolved
From a point in time/space to data

15. Location analytics/data is a profound tool
• To understand and identify audiences
• Better understand buying behavior, preferences, intent
• Competitive insights (where else does customer go, how often)
• Contextualize and personalize content/experiences
• Match ad exposures with offline actions/visits
• Benchmark performance (internally or competitively)
• As a financial predictor: earnings, M&A activity

16. Location As ‘Horizontal Enabling Technology’
“Real-world behavior is generally a better indicator of intent
than online signals . . .
…Using offline signals and location data you can build an
audience from real-world behavior and push that data to any
channel, anywhere,”
-- Duncan McCall, CEO PlaceIQ

17. Today you’re going to hear from . . .

18. You’ll hear about . . .
1. Location data: where it comes from when it needs to be precise
2. The relationship between location and ad creative
3. Will CPV take root and become a disruptive model?
4. Case studies: Foursquare, PlaceIQ, InMarket, Clear Channel
5. Google, Facebook on location and store visitation initiatives
6. Clear Channel: how location data is improving and enhancing OOH
7. Microsoft on mixed reality and its current and future applications
8. What marketers MUST understand about location and privacy
9. The agency POV on the good and bad of location intelligence
10. Whether location and mobile technology can revive traditional retail

19. • Better audience segmentation
• More efficient online ad targeting
• More precise analytics
• Closing the loop: O2O
• Real-world retargeting
• All of the above?
The Promise of Location . . .

20. “Is the promise of a better
customer experience”
-- Steven Rosenblatt, President Foursquare
The Promise of Location . . .

21. Not the Same Old Blah, Blah, Blah

22. 1. Unlocking the Black Box of Location
2. Case Study: InMarket, Proyo & Oniracom
3. Why Location Data Needs Great Creative to Succeed
4. Case Study: How Foursquare’s Pilgrim SDK Drives Revenue, Engagement for TouchTunes
5. Store Visits & Sales Measurement: Where Are We, Where Is It Going?
6. Pay-per-Visit: Will Location Analytics Disrupt Ad Models?
7. Facebook: On Location
8. PlaceIQ: How Location Data Will Drive E-Commerce Sales
9. Rx for Retail: New Perspectives
10. Location & Privacy: What Marketers Must Know
11. Always-On Location: The Agency POV
12. Clear Channel: Location and Traditional Media
13. Mixed Reality: When Digital & Physical Worlds Collide
Packed Agenda:

23. Like Russian Nesting Dolls

24. Content: Satisfaction Guaranteed