• ESRI
  • NAVTEQ
  • Veriplace
  • AT&T Interactive
  • DigitalGlobe
  • Google
  • Yahoo! Inc.
  • ZoomAtlas
  • Digital Map Products
  • Microsoft Research (MSR)
  • Pitney Bowes Business Insight
  • NAVTEQ

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Geotargeting – How Businesses Are Making Money Off of Location

General
Location: Ballroom V Level: Intermediate

Knowing a user’s location is vital to offline marketing and drives increased sales. So how do businesses find the same success using location online? Geotargeting advertising and promotions isn’t an expensive or complicated process; companies are making money using location online now. In this session Quova will present case studies from leading companies including the Examiner, Continental Airlines, BBC, MLB, CitySearch, Lijit and several others that are making real money from their Web sites using location. Last year Where 2.0 discussed the challenges of hyperlocal advertising and how companies struggled to make the ‘current trickle of participation and revenue’ turn into a solid profits pipeline. This year, we want to talk about the companies who have opened that pipeline wide and are making real money serving local ads.
Speaker Kerry Langstaff will talk about how companies in a variety of industries and sizes increased conversion rates on advertising and Web content by geotargeting ads with location, increasing banner ad click throughs by 200% with localized ads and geotargeting content to reach 109+ local markets. For example, Examiner.com has turned the changing media landscape into an advantage. As advertisers do not see the same value in traditional media as once before, Examiner.com offers targeting of local customers online, producing results for advertisers and a new revenue stream for the media site.
The workshop will provide practical knowledge for attendees who are interested in learning how to leverage IP geolocation to improve ad profitability. Kerry will discuss: the benefits of IP geolocation; the keys things that business should consider when designing a geo-targeted campaign; and the how geolocation can be integrated supplement other marketing tactics.

Photo of Jay Webster

Jay Webster

Quova

Jay brings more than 20 years of executive and entrepreneurial experience in advertising and technology to Quova.

Prior to BlueLithium’s acquisition by Yahoo!, Webster served as Chief Technology Officer and General Manager of Performance Advertising at the company. Subsequently, Webster was General Manager of the Lead Generation business at Yahoo! Prior to BlueLithium, he held executive roles in leading search and performance marketing companies including Vice President of Engineering at Adteractive, Inc., President and Chief Technology Office at Fathom Online, and Managing Partner at USWeb / CKS.

Webster brings to Quova business and technical expertise in search marketing, digital marketing, lead generation, loyalty marketing, performance marketing and ad networks. He also has strong experience with entrepreneurial startup operations and venture capital financing.