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.