The Kelsey Group estimates the US location-based ad market is growing from $135B in 2010 to $145B in 2013. The digital segment alone is growing from $19B to $32B, with a 5 year CAGR of 18%, while traditional location-based channels will decline 4.5%. Today, people are demanding much more localized content as they spend more time on the go, creating a great opportunity for advertisers. 53% of the on-the-go audience is willing to share their current location to receive more relevant advertising and 46% is more likely to engage with an ad that is relevant to their current location. Just as brands were challenged on how to "socialize" themselves in the social media space, today brands need to think about how to "localize" themselves with their consumers. In this interactive class, David Staas, SVP of Marketing, JiWire, Inc. and the General Motors brand Buick, will help national brands build a local advertising strategy. Staas will emphasize the importance of understanding the context of a location and new technologies to leverage the exact location of every ad delivered – from latitude and longitude to venue type and even venue brand for greater context. Buick will also provide insight on their best practices and experience along with insights on proprietary location-based data.

1. Location! Location! Location! Location-Based Advertising David Staas,SVP Marketing, JiWire John Gasloli,Creative and Integration Advertising Manager, Buick-GMC

3. Birth of Location Media Places

4. We are now Digitizing Everything!

5. Location Can Now Be Digitized Creating New Advertising Oppportunities

6. Three Types of Location Data IP Address GPS Location Context

7. Importance of Location Context Virtually Same Point on a Map Two Very Different Environments

8. What Does the Consumer Think? Women 51% Overall Are willing to share their current location to receive more relevant advertising Range 50% - 57% for all age group demos between 18 – 54 42% Yes 58% No 51% Yes 49% No Men 46% No 54% Yes Source: JiWire Mobile Audience Insights, Q2 2010

9. Creating Opportunity for Location-Based Advertisers 45% More Likely to engage with location-based advertising Source: JiWire Mobile Audience Insights, Q2 2010

11. Store Locations

12. Reviews

14. Educating about products and services

15. Driving adoption of in-store retail solutionsNearby “Check-In” Solutions

17. National brand becomes a NY brand, a Dallas brand, an LA brand, etc.40% Higher Engagement than Non-Location Campaigns

18. Buick Location to Define Audience

20. 66% HHI over $50k

21. 27% Plan to Buy a New Laptop

23. Consumers Responding to Location Content 100-120% Lift in CTR with Local Call to Action 120% Localized Ad Standard Ad

24. Starbucks & Foursquare Local Mobile Couponing, Near Proximity Standard Venue Check-In Nearby Offer Based on User Location

25. ShopKick, BestBuy, NearbyNow In Store Location Marketing

26. Why Digital Place based Media isImportant to Buick Reach new consumers Unexpected discovery Give consumers what they want,when they want it, where ever they are

27. Buick - Tweet to Drive

28. What It Is Tweet to Drive turns the traditional test drive on its head bringing the experience directly to consumers at atime and location of their choosing usingthe convenience and speed of Twitteras a communications platform.

29. How It Works – Chicago Example To book a test drive, Twitter users @ reply the channel (@DriveBuickChi) and specify a location and destination Facilitating the test drives are three Buick Brand Ambassadors, Chicago-bred, social media power users Seed opportunity to test drive with their followers Speak to key features of the vehicle and the latestcultural happenings in Chicago Participants are eligible to receive special prizes to culturaldestinations in Chicago as a built-in incentive for their drive

30. Tweet & Drive – Twitter Channel The @DriveBuickChi customized Twitter channel serves as the Tweet toDrive program backbone Since program launch in July, have garnered 330 followers, and over 500 @replies Within first 3 days alone of our launch of @DriveBuickChi, our ambassadors scheduled 6 drives and competed 2 (@nduhoski and @chowbelle) who boast nearly 4,000 followers between them Each drive received favorable reactions that praised the creativityof the program to bring the car to online users on their own termsleveraging social media What’s next – remain in a city 2-3 months Move on to Austin and Philly before end of year Focus on key share markets in 2011

31. Media Coverage / Online Discussion Great deal of early chatter both on Twitter as well as on local blogs and broader mainstream media both nationally and regionally Outlets including BusinessWeek, Chicago Sun-Times and Northwest Timeshave mentioned the Tweet to Drive campaign, as well as individual blog posts and online media praising the innovative nature of the program and citing it as another example of how the Buick brand continues to evolve, court a younger consumer

32. Buick – Regal Remix

33. Goal To create fun, cool, no pressure consumer events that allow consumers toexperience Buick in a social setting on their own terms. 4 events successfully completed (Dallas, San Antonio, Chicago and Boston), 2 more planned for the year (Miami and NYC)

34. Format An evening concert sponsored by Buick featuring a local band, refreshments and vehicles at an upscale location Vehicles are at venue for consumers to sit in and view NOT an opportunity to sell vehicles or generate leads, but tocreate a positive buzz for the brand

35. Who Is Invited Use the power of Location via ThrillistNation subscriber base to reach young professionals looking to discover the coolest things to do in their city during any given weekend Also, reach out to professional organizations in the area Social media club Public Relations Society of America Local businesses Chamber of Commerce and top corporations in the area Local media to attend event including top local bloggers, news stations and local papers Dealers can invite their “younger” new customers and prospects, not their traditional Buick buyers

36. Why ThrillistNation? Growing online portal with millions of members who track daily the best of what’s new their respective city Has the ability to manage events (ie. tracking of invites and onsite logistics)

38. Must Haves – Location Upscale venue that can accommodate a concert and4-5 display vehicles With the Buick target, the location that is chosen to deliver our message is almost as important as the our product itself, as they see it to be an extension of themselves Arrange for catering at location and create a special “Regal” drink by partnering with a beverage distributor

39. Must Haves – Music Local musician that has a large/popular following in the community Buick is using more contemporary artists that have a regional flair (ie. Ben Kweller in Dallas, Bob Schneider in San Antonio and Augustana in Chicago) Hire local DJ to play and host event prior to band playing Purchase the band’s CD of the performing band at a discountedprice as part of the contract to give away to attendee. Includes a sticker thanking folks for attending and invited them tojoin us at www.facebook.com/buick or at www.buick.com

40. Must Haves – Vehicle Interaction Display Enclave, LaCrosse and Regal for consumers to view and sit in. Have subject matter experts by each vehicle to talk about features of product. Not to sell, but to answer questions. Buick brand representative thanks attendees for coming, introduce brand and vehicles for them to take a closer look at

42. Buick – Beyond QR Codes

43. Search by Sight See something, take a picture, learn more

44. Search by Sight Attaching a bar code to every physical object in the world is unrealistic. Google’s revolutionary new technology Goggles provides a pointer to the real world, allowing you to use your phone to discover information about the physical world around you.

45. Location! Location! Location! Location-Based Advertising David Staas,dstaas@jiwire.com John Gasloli,john.gasloli@buickgmc.com