Gerhard Guenther studied at the University of Economics and Business Administration in Vienna as well as at the University of Illinois, USA, with a special focus on international marketing. He worked for different international companies in the area of new media such as bwin.com, UPC/chello and Hutchison 3G Austria. In 2007 he founded Digitalsunray Media, a full-service creative and mobile marketing agency, focusing on cross-platform development, app design and development, mobile marketing, campaign creation and media planning as well as digital strategy consulting. Digitalsunray Media runs its own rich-media advertising network ADvantage comprising many national and international sites.
"This presentation will take a deep dive into how location-based technologies combined with the right targeting and retargeting mechanisms can fuel businesses and ROIs of mobile marketing activities.
It will take a close look at the diverse location-based techniques and approaches from GPS, WiFi and Beacons to behavioral targeting methods to see in which situations what works best.
In addition it will briefly highlight new creative ways from engagement, interaction and gamification in mobile marketing to cater more personalized and relevant ads.
Furthermore it will show how to transform the theory into practice with the 'spotlight targeting advanced' app-push campaign for one the biggest retailer chains in Austria, Billa, part of the REWE group, showing the power of enriched targeting and remarketing combined with creativity in mobile marketing."