I’m in the midst of an SMX Local-Mobile session on “mapvertising” (one that I’m not moderating). Keith Ippel of Lat49 is speaking. Here are some interesting details from Ippel’s presentation:
- 8 billion map impressions are delivered online monthly (not counting mobile)
- There are typically “three events” for ever map view/impression (e.g., pan, zoom, print, get directions)
Assuming the accuracy of the 8 billion figure, that’s a huge figure that’s comparable to Internet search volumes.
Ippel argued that maps offer both brand advertising opportunities (clearly) and “hyper-targeting” opportunities that can drill down to the street level. The second category is much more challenging because the ad inventory is largely not there — or not there at that kind of granular level. I just asked Ippel the question about the existence of the inventory. He said the inventory will need to be created, largely dynamically. I agree.
July 26, 2008 at 2:01 am |
Mapvertising… interesting concept. We suppose advertising is limitless these days.
July 26, 2008 at 3:04 am |
I wouldn’t be surprised if that 8 billion map impressions figure is pretty accurate. On YourStreet.com we get quite a bit more more map impressions than page views and I would imagine other map-centric sites would find the same thing.
Clearly, delivering ads on map views is a big opportunity, but as you note the challenge is in building up the geo-targeted inventory.
July 26, 2008 at 12:17 pm |
Yes, it’s the same for the larger local marketpace.
March 20, 2009 at 3:32 pm |
Very Late response, but what about partnering in categories , with YP, Hotel, etc. …