Post on 15-Jan-2016
Mobile GeoRetargeting & The Competitive Landscape
March All-Hands Call
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Publishers need to act more like agencies to get out of the commoditization trap.
“ “-Digiday
TRANSFORMATION
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Agenda
• Top Markets & Wins• Top Win Spotlight• Competitive Landscape• Success Story | Home Builder• Mobile GeoRetargeting• Q&A• Housekeeping
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21Fresno Bee
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17
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1413
1110
23
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20Leader-Post
19Madison.com
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12
24San Diego Union-Tribune
Leaderboard
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6
5
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2
7
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Orlando Sentinel
Naples Daily News
Chicago Tribune
Los Angeles Times
Kansas City Star
Edmonton Journal
The Virginian Pilot Myrtle Beach Sun News
Corpus Christi Caller-Times
The Star Phoenix
Vancouver Sun
Sun Sentinel
Ventura County Star
Hartford Courant
Toledo Blade
Allentown Morning Call
Columbus Dispatch
St. Louis Post Dispatch
Las Vegas Review-Journal
Knoxville News Sentinel
OnMilwaukee
Top New Wins | January
$72,000Estimated Retail
$60,000Estimated Retail
$54,000Estimated Retail
$44,000Estimated Retail
$40,500Estimated Retail
Scripps Media
Columbus Dispatch
Philly.com
Macon Telegraph
The Missoulian
• Promote Summer Travel
• Reach 8 feeder markets in the US and Canada
• Utilize Mobile Channel Targeting to the Travel Channel
• In the US markets, layer on Premium News Network to extend in-market reach to travel planners
• This campaign represents renewed business for this advertiser
• Prior to this campaign the advertiser has represented over $76,000 in incremental digital spend over the last year!
• Campaign length for this run is two months
Travel & Tourism$40,500
CLIENT OBJECTIVES:
IMPRESSION ALLOCATION:
BACKGROUND:
Big Win Spotlight
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Premium News Network
Mobile
17%
83%
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Agenda
• Top Markets & Wins• Top Win Spotlight• Competitive Landscape• Success Story | Home Builder• Mobile GeoRetargeting• Q&A• Housekeeping
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KNOW YOUR COMPETITORS
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YOUR #1 DIFFERENTIATOR
INSERT YOUR LOGO HERE!
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THE CENTRO ADVANTAGE
Brand Safety
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• White-list capabilities enable the ability to target only handpicked sites
• Black-list specific sites to exclude specific sites from your campaign
• Contextual technology scans page to makes sure your advertising runs in appropriate content
• Robust controls give more power to the advertiser
• Target content consistent with your brand message and positioning
EXTENSIVE SAFETY CONTROLS
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Products That Differentiate
Your Audience
Premium News Network
Hyper-Local Mobile
Mobile GeoRetargeting
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SURVIVING THE COMPETITIVE LANDSCAPE
• Know Your Competition• Your Audience is Your #1 Differentiator• You Deliver More Possible Inventory Sources than
anyone in the marketplace• Differentiated Products
• YourSite.com• Premium News Network• Hyper-Local Mobile• Mobile Geo-Retargeting
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Agenda
• Top Markets & Wins• Top Win Spotlight• Competitive Landscape• Success Story | Home Builder• Mobile GeoRetargeting• Q&A• Housekeeping
Wilma Poole, Digital Account Manager
ABD DEVELOPMENT
ABD Development
Home BuilderCLIENT BACKGROUND
ORLANDO SENTINEL SUCCESS STORY
CAMPAIGN DETAILS
• This customer previously advertised with Orlando Sentinel and had been out of the picture for about 5 years!
• As part of an internal Orlando Sentinel initiative we made a list of past clients and targeted them one by one.
• We discovered they were still in business but had no marketing plan and very little staffing for support.
• As you can imagine we had to overcome just about every objection – no budget, no marketing strategy, little staffing and they viewed us as just a newspaper.
• Additional solutions sold include OS.com, Direct Mail, Email Blast, SEO & SEM
• Previous marketing efforts included print in the Orlando Sentinel along with Radio and Magazine
Total Spend$21,400/month
Centro Spend$8,500/month
Campaign Length
Annual
Geography Targeted
Orlando, Polk County & Canada
BUDGET ALLOCATION
Premium News
11%
Advanced Targeting
8%
Hyper-Local Mobile
73%
Contextual Targeting
8%
ORLANDO SENTINEL SUCCESS STORY
WHY DID THEY BUY?
• Comprehensive multi-platform strategy with frequent optimization
• Out of the box Mobile Strategy
ADDITIONAL COMMENTARY
• This client could clearly see the advantage of letting our media company show them ways to target homebuyers – both in the local market and in other countries
• This money would have gone to other marketing efforts or mediums in time. The fact that we can bring them OS.com, an extension in reach with Centro’s offerings and Mobile Geo-fencing (even in Canada!) was key in landing this account
• We had only two meetings to close this one!
ABD Development
Home Builder
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Agenda
• Top Markets & Wins• Top Win Spotlight• Competitive Landscape• Success Story | Home Builder• Mobile GeoRetargeting• Q&A• Housekeeping
Mobile GeoRetargeting
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Desktop Retargeting
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Mobile Retargeting?
?
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Mobile Retargeting?
• User profile is developed based on location history
• Profile is based on relevant location segments (ie. Shopping, Automotive, Entertainment, etc.)
• No personally identifiable information (PII) is collected
• Advertisers can retarget users who have visited specific segments
Introducing Mobile GeoRetargeting!
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• Visited 3 auto dealerships in 60 days
• Auto Intender• Deliver BMW ad to user
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GeoRetargeting Segments
• Automotive• Economy• Luxury• Repairs/Parts
• Education• K-12• College
• Entertainment• Amusement Parks• Bars & Clubs• Movie Theatres• Museums
• Food• Coffee Shops• Full Service• QSR
• Medical• Hospitals, Doctors• Veterinarian
• Retail• Big Box• Convenience• Department• Electronics• Grocery Store• Home & Garden• Home Merchandise• Office Supplies• Pharmacy• Shopping Malls• Sporting Goods
• Services• Banks• Fitness & Spa• Gas Stations
• Other• Sports & Rec• Travel
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GeoRetarget Based on Specific Brands
• Finance - Bank of America• Auto – Chevy, Ford, Toyota, Honda, Lexus• Retail – Macy’s, TJ Maxx, Marshalls• Grocery – Kroger, Safeway, Supervalue• Big Box – Walmart, Target, Costco, Best Buy, Sears,
Kmart, Sam’s Club• Pharmacy – CVS, Walgreens• Home Improvement – Home Depot, Lowes• Restaurants – Applebee’s, Olive Garden, TGIF, Chili’s• Hotel – Marriott, Best Western, Hyatt
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Agenda
• Top Markets & Wins• Top Win Spotlight• Competitive Landscape• Success Story | Home Builder• Mobile GeoRetargeting• Q&A• Housekeeping
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Basics SessionMarch 20th @ 11am CST
Advanced Session-Competition & DifferentiationMarch 20th @ 11:30am CST
“digitalninja” When: Wednesday, April 9th
Where: Be on the lookout for a calendar invite!
When: Monday, March 10th @ 2:30pm CST
Where: https://www4.gotomeeting.com/register/281365991
TRAINING THURSDAY LIBRARY PASSWORD
AD OPS CALL Q1 LEADERSHIP CALL
HOUSEKEEPING
Contest Dates: • We will be accepting
entries until May 31st
Prizes: • All valid submissions
will receive a $10 Starbucks Gift Card
• Success Stories featured on an All-Hands Call will receive a $50 Amazon Gift Card
• All valid submissions will be entered into the Grand Prize Drawing for an iPad Mini!
SUCCESS STORY CONTEST!