Playing devil's advocate, Josh Lovison -- a former MediaPoster, now the gaming and mobile lead at IPG's emerging media lab -- led the panel on spatial/location-based marketing by asking: "What's the
ROI of location?" Andrew Thackray, director of strategic alliances for Navteq Media Solutions, said "it's incredibly efficient, if we do it right," allowing delivery of ultra-targeted advertising.
But on the other side of the issue, there's a problem of limited supply, observed Nihal Mehta, CEO of Buzzd: "As you get down to the city level, and then the neighborhood level, and then the block
level, you have significantly less inventory, making it difficult to scale -- and that's a problem that hasn't been addressed yet."