Placecast Teleconference Post Mortem
I had a listen to the Placecast Location Based Advertising teleconference last week and Placecast has made the audio available on MP3 from their site, so you can now download it to hear the whole panel discussion… it’s worth downloading and listening to the next time you have an hour to kill while on the treadmill or on the ride home from work.
All the panelists were great and included the CEOs of NearbyNow and Placecast as well as agency and research firm representation. It was a good general backgrounder on the state of things in location based advertising and a couple of the comments by Derek Leedy from Mediasmith resonated in particular with regard to what was unique about the ability to use “location” as a criteria for delivering advertising. Derek made some observation about how the location element adds an important new element to what marketers can infer, based on ones physical surroundings, and how it allows advertisers to reach customers when they’re potentially more action oriented and in a different consideration mode than when they’re on the web… emphasizing the benefits of the real time nature and the added relevance it brings.
It reminded me in many ways of how online search advertising is different than online display advertsing… with search being more action oriented and a generally different frame of mind… and we all know how that worked out.
Scott Dunlop of NearbyNow also had some telling stats to quantify some of the lift they’ve seen from better location relevance and I was generally surprised to hear of some of the success they were seeing. The last time I used NearbyNow I found myself time afer time back at an e-commerce web site rather than a real nearby store… I decided to give NearbyNow another run, but I’ll save that for another post.
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