Posts Tagged ‘location’

Geo-local Healthcare

July 28th, 2011

Marketing to Save Lives

Going to the doctor is similar to waiting for the Toronto Maple Leafs to win the Stanley Cup or even just to get into the playoffs. It is a long, long process. But imagine you could show up at the neighbourhood walk-in and they are already up to date with your current medical situation. Or that you are visit the nearest ER knowing they only have a wait time of 10 minutes with GPs that are rated the best. This idea seems unlikely and somewhat far-fetched, but with technology developing everyday and hospitals feeling the pressure to become more up-to-date it is possible. Be it locating the nearest medical devices, testing yourself for disease or fundraising for sick children, location based services are making it happen.

Holland’s AED App

Airports, hospitals, and major attractions have become common locations to find an Automatic External Defibrillator (AED) within arms reach. To be effective, the AED needs to reach the patient within minutes. The Radboud University Nijmegen Medical Centre in Holland teamed up with Layar to create an augmented reality app that showcases the AEDs within your vicinity and which is closest to you. Their objective was to reduce searching time and provide users with a quick and easy app that could save lives. If you ever find yourself walking through LAX and someone drops beside you, then pull out this app and it’ll guide the way. Hopefully it lets you know to use the AED, too!

MTVs Get Yourself Tested Badge

There is an outstanding statistic that every one in two people will contract an STD by the time they’re 25. To help young people become more aware of STDs, MTV teamed up with Foursquare to develop a badge that users would receive after checking into clinics to get a STD test performed. The campaign was called Get Yourself Tested and was endorsed by an overwhelming number of celebrities through the MTV website. During a month of the campaign, if users checked in to a clinic they would be entered in a contest with the chance to win a free trip to NYC to be on MTV.  Although an extremely mortifying place to check into on Foursquare, MTV was a milestone for cause-related and healthcare-related badges. Next time you go for a colonoscopy, check if there’s a badge. Everyone deserves a badge for that appointment!

UCSF launches Social Media Fundraiser

UCSF Challenge for the Children kicked off an 8-week campaign designed to reach out through social media channels like Facebook and Twitter. This encouraged people to contribute as individuals or become team leaders to support the hospital. Some team leaders included celebrities like Aston Kutcher. They successfully reached their fundraising goal and broke into a space that hospitals have yet to frequent.

For location based marketing, hospitals and other health care related fields have yet to be explored in serious depth. Recently the FCC and FDA signed an agreement to collaborate on the development of technology for wireless enabled medical devices and services, which opens the doors to possibilities. What will come next? Will hospitals use augmented reality to help patients navigate through their maze-like walls? Will Facebook Places allow patients to locate and critique their local OBGYN or GP? Will hospitals use RFID to pin point all of their MDs on a map? Really the opportunities for this space are endless and can really make the healthcare industry more appealing, approachable and up-to-date. In the future when you are feeling under the weather, tweet about it and maybe a nearby doc will make a house call or in the least Dr. Oz re-tweets you.

Checking In To HTML5

June 22nd, 2011

Hey, you there on your iPad 2 with the nifty magnetic Smart Cover! Check out the Apollo 11 Lunar take off . Oh wait, you can’t because you don’t have Adobe Flash. Before you give up hope, double check in Apple App Store to be sure you can’t access it. This matter has led marketers to an ongoing parley of whether to create an app or a mobile web browser.

Mobile App vs. Mobile Web

As soon as your company is ready to go mobile you are faced with the question: To App or not to App? This is a question that has stumped marketers for some time now considering that mobile browsers are just as useful. What makes one better than the other? Mobile Apps are great for using offline, can be developed for each platform, and extremely effective for a large, dedicated user base. Whereas, web browsers are cross-platform, can be discovered through any search engine and are always up to date but cannot be used offline. This debate is ongoing and circular but if you add HTML5 into the mix it becomes apparent that web browsing is quickly becoming the way to go.

HTML5, what are you?

HTML5 is a coding language developed to structure pages on the World Wide Web. In simpler terms, it is the backbone of the Internet. While still in the developmental phase, so far, it combines visual, audio, canvas and interactive elements into one without the addition of processor intensive proprietary plugins, such as Adobe Flash, and APIs. In the mobile world, providers, such as Apple with iPad and iPhone, aim to create the best user experience with maximum battery life. In doing so, they dropped the plugins and are in search of the solution (i.e. HTML5).

Although an extremely complex and intricate code that you may not understand, chances are you have already been exposed to it. Safari, Google Chrome and Firefox 3.6 are supporting elements of HTML5. Or even in the smallest form like drag-and-drop in Gmail are created through the interactive element of HTML5. Want to dig a little deeper? Give it a try and join the HTML5 trial on YouTube.

Geolocation & Marketing Possibilities

In the past, Internet marketing has always been executed in the most primal fashion with basic banners and images with little video. As bandwidth and Internet usage is growing, the options are being more diverse with more extravagant videos, changing images and even utilizing IP address from desktops to market based on location or interests. But now, HTML5 is challenging marketers to ask, “What can’t we do?” with our Internet advertisements. For example, images can be moved around the screen in real time, videos can be sent in emails, interactive sketchpads and so much more. Thinking mobile? Considering that people aren’t carrying around their desktops with them, mobile compatibility is essential when developing new software and HTML5 is all over that. Determine location is possible as HTML5 (and JavaScript) will be able to access the positioning hardware in a mobile device from a browser. Thus, users will not have to go through the hassle of downloading the apps and companies will not have to pay to develop cross-platform apps to determine geolocation.

With so much of the location-based attention on GPS-enabled mobile applications, we should all pause for a moment to reflect upon the promise of HTML5 in this area.  Companies like Yellow Pages are already testing location-based ad delivery.  An example of this can be seen here: http://www.youtube.com/watch?v=WJLn6XX8oCI

As most devices with web capabilities are already compatible with HTML5, this transition is relatively simple. Which can already be seen with New York Times, CNN and CBC who have made their sites “iPad Ready” and have pledged to be using HTML5 for videos in place of Flash. Furthermore, the cost for development is minimal compared to creating an App for BlackBerry, iPhone and Android. The web browsers are easily discoverable and can be kept up to date so users are always using the latest version. HTML5 is even showing signs of allowing some offline usage! Now if you need to decide between the mobile App and mobile web, just think HTML5.

If you are a Flash game junkie, do not fret because Flash isn’t going anywhere anytime soon. Most games are unable to be developed in HTML5, although Mozilla is sure trying through their multiple demos. So, next time you hear HTML5 being tossed around in a conversation they are not referring to someone’s BBM pin, they are discussing the future of the Internet. Don’t miss the bandwagon. Is your company “iPad Ready”?

Digication: The synergy between Digital Signage and Location

June 17th, 2011

Digital signs are polluting cities globally and the only thing consumers’ want is to see their faces and words hitting the big screen. Be it a childhood dream or an item off the bucket list, having yourself plastered in Times Square or Piccadilly Circus would have topped the list every time. But how can you make this happen? It is of common belief that those signs are saved for America’s Next Top Model, not ordinary folk like us.  Truth be told, America’s Next Top Model is you! Within the digital sign industry, it is becoming possible to broadcast yourself or items that are targeted toward you on the jazzy displays.

LocaModa  + Foursquare do Vegas

LocaModa wanted to bring visualizations to place based media. Their first effort was to team up with Foursquare at a specific location and whoever checks in will be displayed on the digital signage outside. The sign would also display photos of the mayor, check ins and comments about the location. Users could even upload photos of their experience within that location and potentially have it display on the big screen. In doing so, consumers can display what they’re doing, when they’re doing and how they’re doing it to their friends though Foursquare but to upwards of 100K strangers walking past the sign. Who would complain with those 15 seconds of fame?

AdCentricity does Consumer Sync

AdCentricity teamed up with Environics to develop a solution for DOOH media to target consumers based on their behaviours, psychographics and purchase intent. The Nielson Company develops the consumer profiles so that companies can target their consumers based on their preferences, media habits and lifestyles within their marketplaces. Consumer Sync will engage with customers through DOOH media in a more impactful and personal way than has been seen before. How does this impact location? Well, Consumer Sync allows companies to develop media based on the demographics within a given geographic region, which ultimately enables creative distribution and flighting.  AdCentricity is the first of its kind to utilize targeting analytics as a way of developing advertising campaigns. They have opened the doors to an avenue with great potential.

One of the best examples I’ve seen to date is the recent project by McDonald’s Sweden that put an interactive billboard in Stureplan, the main public square of Stockholm. Called “Pick n Play”, the concept was dead simple: For one week (May 7-14) consumers competed by completing a pong-like game in 30 seconds on the billboard. Winners received coupons sent immediately to their mobile device for free food in the nearest McDonald’s restaurant.  WATCH VIDEO HERE:  McDonald’s Pick n Play

The big news here is as the user you play right from their mobile web browser, with no app to download!

Digital signs aren’t just the flashy lights anymore. They are based on strategy, creativeness and location. Companies are able to make the messages on these screens personal with script written by passing by patrons or photos uploaded to social media sites. The LocaModa and Foursquare have taken checking in at locations from being something that you share with your friends to being broadcasted on the big screens for everyone to see. Now when a 4sq user becomes mayor they will feel a greater sense of elation as their picture will be in the posted beside Gap’s latest campaign. Furthermore, AdCentricity has removed the meaningless nature of visual displays and made them more personal. Any message on their screens is personalized and targeted to that demographic and most of the time it will apply to you. This only leaves one question: what’s next? Will digital displays pair with the geolocation software in phones and tablets to directly target those consumers as they walk by? Will campaigns use augmented reality so that you are the ad? Really at this point, anything is possible. Just make sure you hit the gym because rumor has it screens make you look 10 lbs heavier.

Making The Unsocial Social

May 31st, 2011

When A Place Is Not A Place

The New Directions are heading to nationals in NYC on Glee and a group of girls are comically preparing for the wedding of the decade in Bridesmaids. Popping bubble wrap and hitting green lights in row are amongst 1000 pleasures in life described in Neil Pasricha’s The Book of Awesome. Love songs and ballads are penetrating the ears of listeners as British gem, Adele, hits the top on global music charts. Seems like a lot is going on in the entertainment industry, but do we have all the stickers to prove it?

Traditionally, paperbacks in comfy chairs or classic films on the couch while wrapped in blankets accompany rainy days. TV has been a mindless pass time for as long as Bob Barker hosted the Price as Right. Now all the activities that your introverted side associated with have gone online and become social. No need to panic and hide in the closet clutching your weathered collection of Harry Potter, platforms are now available for you to discuss your potion concoctions and Quidditch tactics with other muggles online.

Platforms like GetGlue, Miso and Philo provide viewers with enhanced interaction with their favourite forms of entertainment. This allows networks, publishers and film studios to build relationships with their consumers by rewarding them with stickers or other tangible prizes and encourage further usage. TV studios utilize these platforms to encourage live viewing and consistency as certain episodes unlock other rewards.  GetGlue has evolved into the leader of this booming space with users surpassing 1M and check-ins exceeding 12M. Users can check-in through their website or mobile Apps (available on iPhone and Android, sorry BB users!) to identify that they are watching, reading or listening to items. In doing so, users will receive stickers or badges and sometimes be entered to win tangible prices. Furthermore, there is the option for users to comment and like pieces as they would over crumpets at their book club.

As marketers within the entertainment industry, how can we use this to reach our target audience or even just to have one of those nifty stickers? Networks have already launched successful (and somewhat adhesive) campaigns.

CBC’s Hockey Night in Canada Gets Glue’d

For Canadians (like myself), hockey is part of the culture and suits worn by Don Cherry had become socially accepted and respected. CBC’s Hockey Night in Canada teamed up with GetGlue to make exclusive stickers that are available to users when they check in at games. This campaign was launched during game 7 of Montreal vs. Boston with exclusive sports-related stickers. Now onto the semifinals, let’s just hope that Canada comes out strong to make these stickers worth it. Go Canucks!

Miso let’s Viewers Pick ‘Em

Although Donald Trump is a leading business magnate, his luscious blond locks don’t always allow him to make the right decisions on Apprentice. Seeing as reality shows are something that cannot be missed because of the fear of overhearing the outcome during your commute to work the following day. Miso is allowing viewers to participate during the living viewing, to step in and make the decision for Mr. Trump. Unfortunately, this poll will have no bearing on the results of the show but it does encourage user engagement and allows viewers to interact with each other in real time. So, next time you’re watching Dancing with the Stars, log on to Miso and share who you think should move on: Kirstie Alley or the Situation. “None of the above” isn’t an option.

You Again, Philo!

Prior to the premiere of the movie, You Again, Philo launched a campaign offering the chance to win a $500 spa package grand prize among smaller prices like memorabilia and free tickets. To be entered in the draw, users had to check in a minimum of 3 different times to shows that aired a You Again commercial. If the user went on to comment “you again” on any of the qualifying shows they would be entered to win the grand prize. Not bad for a lazy Sunday on the couch.

GetGlue and others have broken ground in a whole new space. They have developed a platform that works like Foursquare but the users don’t have to leave the comfort of their own home. ‘Checking In’ is no longer limited to actual places, but virtual ones too. In doing so, GetGlue has reached an entirely new market, formally known as the couch potatoes and bookworms. Going forward, you should remove the tarnished pins from your old canvas rucksack because it’s all about stickers now!

To Be Realistic About Marketing Is To Augment Reality

May 17th, 2011

As a marketer, have you ever thought that your kismet is lying on the super imposed lines of any Sunday afternoon NFL football game? Probably not (especially if you’re not a sports fan). Well, these first-down lines, not only, provide a more accurate spatial orientation of games for home viewers but they are also the foundation of Augmented Reality (AR). To elaborate, AR directly takes physical real world images, modifies them using computer generated software and creates a whole new world. AR adds elements to the participant’s ordinary life to enhance their experience through means of enjoyment, intrigue and, recently, convenience.

For years, marketing and advertising agencies have strained themselves trying to isolate the most effective, meaningful and lasting image to sell their product. Now, brands are able to visually and audibly foster experiences to which their consumers can be a part of. As AR is within its infancy stage, there are no limitations to form of communication it embodies. Whether it’s an experience like walking around the top of Toronto’s CN tower or a product like a Happy 90th Birthday, Grandma! giftcard. Through its dynamism, AR has already showcased services, goods and entertainment, which have shifted reality from relatively normal to bigger, cooler and more fake.

Services

By employing GPS software in mobile devices, companies are able to target exact locations to specify their message to that geographic region.

eBay Classified

eBay partnered with AR platform Junaio to launch an app that displays all nearby classified ads. The app allows you to filter the listings with keywords to avoid clutter in busy areas. The ads appear on your screen as you change your phones direction and take it one step further to dial the number posted to set up an appointment. Something as daunting as apartment hunting is made simple by this app, all you do is hold your phone to the building of your dreams and then sign a lease!

Wikitude World Browser

This app scans your surroundings using the camera and GPS sensors in your mobile device to provide all points of interest nearby and tags them on your screen for easy navigation. The app goes one step further to provide you with the Wikipedia information you need to know about those locations. Therefore with World Browser, you have the capacity to know anything about everything anywhere in the world.

Goods

Product advertisements are becoming invisible to consumers as they are blocked by clutter. By experimenting with AR, brands are able to bring their product to the consumer and allow them to sample the product in their own space.

Ray-Ban Virtual Mirror

Ray-Ban collaborated with FittingBox to develop the technology behind the virtual mirror. They use landmarks like nose, ears and eyes to place the products in real time. This takes online shopping to a new level allowing customers to virtually try the product on before deciding to purchase it. Another great opportunity to determine if the black Wayfarers are too Risky Business with your hair cut.

Hallmark Gift Cards

Nothing says ‘cheesy’ like a Hallmark gift card. But Hallmark is making the recipients of their gift cards say ‘cheese’ by bringing their cards to life through AR.  After the purchase of a gift card, the recipient can log on to the website display the card on webcam and become part of the animated party. This adds an interactive element to gift cards that has never been seen before. Hallmark identified that most people enjoy a party, especially those receiving condolences cards, so they are hosting one and invited everyone to it through AR.

Entertainment

Companies have been using forms of AR for years now to make games and simulations feel more realistic. Previously, they have brought the users into their games, but now they are incorporating games into real life.

Disney MotionBeam

The MotionBeam project is developing new character interaction through projection controlled by gesturing of hand held devices. The projections can be applied by linking them to physical attributes in the environment that become part of the game. Although this project is still in the works, Disney has identified that they would like to incorporate this projector into cell phones to turn the real world into a playground. As if life isn’t already crazy enough without Captain Hook.

Augmented Reality is field that should be considered by marketers globally as consumers are actively seeking brands and, in some cases, trying them on. As for being location based, AR will add a digital overlay to real world experiences and give a different perspective on life as the consumer relocates. It may add background information about places like Times Square or Union Station, or give customer reviews on products during shopping trips through WalMart or even act as a distraction from a boring keynote speaker. Whatever its uses will be, AR has the ability to change the world as we see it. Or, in the least, will add computer-generated pieces to it.

Fashion & Foursquare

May 10th, 2011

Moving from Sears catalogues being delivered in the mail to email blasts being sent directly to your handheld, the fashion industry has evolved into one of the fastest moving industries in the market. As soon as a trend becomes popular it is already obsolete in the eyes of any style maven. To ordinary folk keeping up to date on  “what’s hot” in the fashion world is a daunting task and can be extremely costly. To marketers, this is a budding segment that needs immediate attention and wit to overcome the already overbearing noise.

While fashion is moving fast, technology is moving faster. Major retailers, such as BestBuy and Macy’s, have teamed up with companies like Shopkick Inc. to deploy location-based Smartphone Apps. The Apps utilize cell phones location capabilities to target customers within a designated area around their retail store. The App will send them promotions; coupons or other marketing offers which will appeal to the customer when they are in the position to buy.  As BestBuy and Macy’s are tracking their customers, Gap Stylemixer is building wardrobes, Ralph Lauren is designing customized rugby shirts and Chanel is showcasing their fashion show all on the mobile platform. Shop ‘til you drop is the past. Shop ‘til your cell phone dies is the present.

Location-based apps are successfully communicating with consumers and are a “hot” trend within the marketing world. Ultimately, the surplus of Apps depreciates any given brand’s cool factor. Like every trend, they become overdone and fall into the “everyone is doing it” category similar to what was seen with bell-bottom jeans in the 70’s. Unsurprisingly enough as fashionistas are always one step ahead, icons such as Marc Jacobs, Jimmy Choo and Diesel have taken location-based marketing to the next level, or as some could say, the next runway.

Marc Jacobs in NYC Fashion Week

Marc Jacobs has embraced social media and digital technology to develop marketing ideas that go against the traditional marketing employed by other fashion brands.

Prior to fashion week in NYC, Marc teamed up with FourSquare to develop a “Fashion Victim” badge that enthusiasts acquired after “checking-in” to Marc Jacob locations throughout the Big Apple and other states.  Randomly four individuals who unlocked the badge in New York were invited to the Marc Jacobs fashion show. In doing so, both Marc Jacobs and FourSquare became the subject of chatter for days leading up to the show.

Jimmy Choo’s CatchAChoo

Jimmy Choo launched the CatchAChoo event in London via Twitter, Facebook and FourSquare to connect the digital world to the real world by inviting shoe fanatics to participate in the game. All they had to do was follow the clues posted online by a representative and approach them and say “I’ve been following you.” The winner gets a free pair of trainers and bragging rights to the remaining cyber losers.

Be Stupid with Diesel

Originally, Diesel worked with Iced Media (digital marketing agency) to develop a successful online campaign called “Be Stupid” which encouraged individuals to upload photos via Twitter, Facebook and Flckr. Decidedly, Diesel teamed up with FourSquare to drive their online traffic into their retail locations by allowing customers to “check-in” and receive a prize. Additionally, customers will receive a sticker with the Be Stupid slogan on it that they are encouraged to bring home, photograph and email for a chance to win bigger, better and more stupid prizes.

These campaigns were initial forays into the capabilities of location-based marketing. Although FourSquare is America’s Next Top Model, similar platforms, such as SCVNGR, Gowalla, and Goldrun, are climbing the ranks and developing unique opportunities for brands to reach (and wardrobe) their consumers. But with every marketing fad, Louis Vitton comes up with a new bag. Keep your fingers busy on those sites and eventually you will “check- in” at the right time!

Extra, Extra, Foursquare To Get It!

April 13th, 2011


April 16th, 2011 marks Foursquare Day around the globe.  Now in its second year, more than 150 cities are participating in a global group-hug check-in to the platform with more than 8 million users.

Why April 16th? According to founder Dennis Crowley, “Since four-squared equals 16, it would be great to check into Foursquare and create Foursquare Day on the 4th 16th of the year, otherwise known as 4/16 or April 16th.”

In addition to the special Foursquare Day badge, several other social media powerhouses are jumping on board, not the least of which is McDonald’s.

After posting a 33% increase in checkins on Foursquare Day last year, the company had pledged to join in the fun once again. This time they’ve come up with a creative offer that shows off one of our favorite characters — among foursquare users, at least — Mayor McCheese.

100 people (they will be randomly selected) who become the mayor of their local McDonald’s on Foursquare Day will get a unique, vintage Mayor McCheese shirt.

In addition, Untappd the location based mobile web application that lets you share your favorite beers, as well as where you’re enjoying them, has created a special badge you can earn via linkage to your Foursquare Day check-in.

Here in Toronto, where I’m based, an event MC’d by the fabulous Lauren O’Nizzle is planned with sponsorship support from the likes of Virgin Mobile, Chapters Indigo, Love Sewing, Canadian Stage, and TIFF.

Also, the folks from Mill Street Brewery will be out between 8:30-9:30 pm for a 4SQDayYYZ beer tasting!  Did I say beer again?

Over at the Location Based Marketing Association, we’re pumped to be the official promotional sponsor for the day. The event is being held at the Firkin on King and folks can join the meet-up here: http://www.meetup.com/foursquare/Toronto-CA/

See you there

Facebook + Apple: Masters of the Location Universe?

November 4th, 2010

Yesterday, Facebook along with more than 20 retail partners, including Gap, H&M, Lululemon, McDonalds’s, Starbucks and the San Francisco 49ers, announced a Facebook Deals component to augment their Places location-based service.

The move could bring a slew of new local and small business advertisers to the social network.  With more than 500 million users already, Deals could be the driver that brings location-based services to the masses.  And it’s needed – a study, also released yesterday by Pew Research indicates that only 4% of online adults use a location service like Foursquare or Gowalla.

The Deals service lets merchants push deals to their existing customers and attract new ones, according to Tim Kendall, Facebook’s director of monetization.

When users launch Facebook Places, they will see a listing of nearby venues, some which will have special icons indicating deals. They can pull up the deal, and with two clicks, they can claim it. When they go to the store or restaurant later, they can show the staff their Facebook app to redeem the deal.

The most interesting part of this announcement is that Facebook isn’t taking a cut of revenue for these discounts, posing a challenge to smaller competitors that use deal revenue as part of their business model. On a business’ Places page, they can set up an offer. There are four kinds:

  • Individual deals, which reward a customer if they check-in once.
  • Loyalty deals, which reward customers for a certain number of purchases or check-ins.
  • Friend deals, which reward customers if they bring in extra friends.
  • Charity deals, which allow businesses to donate to charity for every check-in they attract.

The Deals announcement is not however without speculation towards the future.

When Facebook called this press conference, much of the speculation was that they were going to announce their own phone – as referenced by TechCrunch in September.   That didn’t happen.  Instead, it appears that Apple and Facebook are getting closer and closer.

Could Apple be looking to buy Facebook?

Imagine if Facebook users suddenly all had iTunes and FaceTime accounts, giving Apple unquestioned dominance in online music and video chat. Apple and Facebook aren’t currently competing in any realm, but both are competing with Google, and there’s no love lost between Apple and Google.

Additionally, there’s significant synergy. The Facebook app for iPhone has been estimated to be one of the most used apps on the iPhone, with over 100 million active monthly users. One source, David Kirkpatrick, author of The Facebook Effect, claims that more than half of all usage of the iPhone of apps, other than those provided by the phone itself like telephony and email, is coming from Facebook.”

Apple has some $51 Billion in the bank meaning that they could afford to buy the social networking giant when it goes public.

Steve Jobs on a recent earnings call said “We strongly believe that one or more very strategic opportunities may come along, that we are in a unique position to take advantage of because of our strong cash position…And so I think that we’d like to continue to keep our powder dry, because we do feel that there are one or more strategic opportunities in the future. That’s the biggest reason.”

Perhaps the most important synergy is in the area of patents.  Facebook has been thinking about location for years and was recently granted a wide-reaching patent that could wipe newcomers off the social networking map.

Bnet, which broke the story, says the patent covers “a method of sharing locations of users participating in a social networking service at a geographic location” and the location is found using a “GPS Identifier”.

Similarly, Apple is hot on the patent bandwagon, in particular around NFC and location-based advertising.

Their recent patent application for “System and method for providing contextual advertisements according to dynamic pricing scheme” indicates.

Apple describes a mobile ad system that will work on your iPhone, iPod or iPad, and provide ads based on various direct or indirect marketing preferences through a “Local ad” app.  The owner of the network you are connected to at the time serves the ads.

A shopping mall owner, airport operator, or anyone else, providing Wi-Fi access, can serve ads from local merchants; wireless carrier can offer local ads, triggered by a location data from a base station or your GPS sensor, and search keywords you just entered in a search app, etc.

The combination of these two companies could indeed make them masters of the location-based universe.