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Will the Promise of LBS Ad Models Ever Get Off the Ground?

Perry Evans (Closely, Inc.)
General
Location: Regency Ballroom
Average rating: ***..
(3.55, 11 ratings)

Highly targeted advertising and promotion is an intuitively logical and appealing business model for location based services/apps. So why, after more than a decade of chasing this long tail of valuable advertising inventory is the evidence is always anecdotal and spotty, and not statistically significant or scaled?

Too few people take the time to understand what it REALLY might take to drive a successful local ad ecosystem that can provide a more scalable and predictable monetization engine for LBS. This talk traces and examines the value chain of interactive local advertising by stepping through the key components of creating, tagging, targeting, distributing, measuring and reporting hyper local advertising and promotion. Critical bottlenecks and challenges will be highlighted, to profile what it might take to convert the current trickle of participation (and revenue) into the proverbial fire hose.

Perry Evans will pool from his experience of more than a dozen years focused on LBS, local search and local advertising and promotion businesses. And, he’ll openly discuss his observations on the viability of ad-based service models in online and mobile media.

Photo of Perry Evans

Perry Evans

Closely, Inc.

Founder/ceo of Closely, Inc. past lives include founder/ceo of Local Matters, chairman/co-founder of Jabber Inc. & co-founder/president of MapQuest Publishing Group.

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Comments

Frank Williams
05/21/2009 6:19pm PDT

This was ok, but I thought the scope was narrow. We may need to define LBS by societal vector; personal, civil/civic, commercial, industrial, scientific, government, military, medical, educational, etc. The bulk of these will not require advertisers.

Picture of Adam DuVander
Adam DuVander
05/21/2009 1:30pm PDT

There may not have been a lot that was actionable for the average hacker, but hearing the opinions and experience of Perry is invaluable.