HYPER-LOCAL MOBILE KNOCK, KNOCK, KA-CHING

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INTERNAL USE ON LY INTERNAL USE ON LY HYPER-LOCAL MOBILE KNOCK, KNOCK, KA-CHING PRODUCT CONSTRUCT AS OF JUNE 2014

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HYPER-LOCAL MOBILE KNOCK, KNOCK, KA-CHING. PRODUCT CONSTRUCT AS OF JUNE 2014. HYPER LOCAL MOBILE DISPLAY. What Hyper-Local Mobile Display is Our Unique Selling Proposition Our Competitive Position What You Get How It Works: Our Technology What We’ll Report on - PowerPoint PPT Presentation

Transcript of HYPER-LOCAL MOBILE KNOCK, KNOCK, KA-CHING

Page 1: HYPER-LOCAL MOBILE KNOCK, KNOCK, KA-CHING

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HYPER-LOCAL MOBILEKNOCK, KNOCK, KA-CHING

PRODUCT CONSTRUCT AS OF JUNE 2014

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HYPER LOCAL MOBILE DISPLAY– What Hyper-Local Mobile Display is– Our Unique Selling Proposition– Our Competitive Position– What You Get– How It Works: Our Technology– What We’ll Report on– Our Success to Date: Cross-Industry Success Stories– The Product Package Staircase (internal use only)– What Hyper-Local Mobile Display Does Not Include (internal use only)– How It Works: Our Operational Process (internal use only)– Business Rules (internal use only)

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HYPER LOCAL MOBILE DISPLAYWHAT IS IT?

Hyper Local Mobile Marketing is the targeting of display advertising to mobile devices depending on location, time of day, weather and other environmental factors. Mediative can target the location of a smartphone within 100 meters of a specific location or lifestyle geo-zone displaying specific display ads to those users tailored to where the phone is.

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INTERNAL USE ONLYGET SEENHyper-Local Mobile Display

Target on-the-go audiences with non-intrusive ads when and where consumers are most likely to react to the offer.

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HYPER-LOCAL MOBILE DISPLAYKNOCK, KNOCK, KA-CHING.

Hyper-local advertising means targeting shoppers in situations where they are open to new purchase ideas or are at the point of choosing what to buy.

Mediative intercepts these consumers on the go and at home with non-intrusive ads on their mobile devices.

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COMPETITIVE ASSESSMENTGEO-LOCAL DELIVERED DISPLAY

Broad Local Reach

Narrow Local Reach

Eas

y to

Im

plem

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Dem

and

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Exe

cutio

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Google

The Weather Network

Mediative

Plugged into multiple ad exchanges, we have access

to 22M impressions each week that can be purchased down to 100m radii. Plus with thousands of pre-built geo-zones and our deep

repository of business addresses, you don’t have to

do any heavy lifting.

While it has a ton of display inventory, Google is only able to

target within 1km around an address. And you have to figure

out the addresses to target.

TWN’s geo-local solution is only on its app, not a wide

ad network. Ease to implement is great only when you already know the postal codes where

you’d like the ad to run. No targeting by addresses.

Moasis

While they have access to ad exchanges, there is no targeting

by address. You have to buy geo-grids, without insight to what (or

who) are in the quadrants.

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WHAT HY-LO-MO IS & WHAT YOU GET.

1 A Mediative-expert built strategy that outlines locations, environments and times consumers are most likely to respond to your offer.

2Geo-zones we have built off Yellow Pages business listings (as small as 100m) around the locations that were identified in (1).

3Real-time data feeds built into our geo-zones delivery algorithms that identify current weather, traffic and pollen levels.

AD COPY 1

AD COPY 2 4 Real-time display ad pushes (320x50 and 728x90) when a consumer opens up a mobile webpage/app and conditions (2) and (3) meet the strategy defined in (1).

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• Business Districts• Airports• Hotels• Conference Centres

• Universities• Nightlife Zones• Casinos/Racetracks• Movie Theatres

• Residential Zones/The Suburbs

• Nurseries & Daycare • Pools & Parks• Elementary & High

Schools

• Auto Dealerships• Garage & Repair

Centres

• Grocery Stores

• Hospitals & Clinics• Gyms & Fitness

Centers

• Home Renovation Stores

• Real Estate Agents

• Financial Institutions

• Shopping Malls• Electronic Stores

• Yoga, Pilates & Dance Studios

• Spas & Hair Salons

• Sports Arenas• Pubs & Bars

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THE GEO-ZONES WE’VE ALREADY BUILT

GIVEN OUR PROPRIETARY ACCESS TO YELLOW PAGES LOCATION DATA, WE CAN EASILY BUILD CUSTOM ZONES AS PER YOUR CAMPAIGN OBJECTIVES.

VISIT HYLOMO.MEDIATIVE.COM TO DISCOVER NUMBER OF IMPRESSIONS BY ZONE.

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HOW IT WORKSOUR HYPER-LOCAL MOBILE TECHNOLOGY

320x50 or728x90

Publishers puts their ad inventory on an ad exchange

Users turns on “Location Services” within their mobile device settings.

Mediative algorithms merge WiFi, Triangulation and Lat/Long data cues to 100m geo-zones

If location where page loads matches campaign targets, Mediative bids for placement on ad exchange

Mediative aggregates these 100m geo-zones into broader location groups matched to consumer intent

Code on publisher page identifies physical location where the mobile page was loaded

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REPORTSMID AND END-OF CAMPAIGN INSIGHTS THAT WE’LL DELIVER

KEY METRICSImpressions delivered and clicks received.

PERFORMANCE GRAPHSCharts identifying key campaign trends over time.

AVAILABLE ON DEMAND• Best/Least performing locations• Performance metrics by creative

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Advertiser What We Targeted Avg. Industry Mob CTR CTR We Generated

Luxury Car Manufacturer

Dealerships, Affluent Suburbs, Airports, Hotels 0.19% 1.02%

Auto Maintenance Service

Repair Garages, Canadian Tire stores 0.19% 1.00%

Laptop Manufacturer

Business Districts, Electronic Stores 0.19% 1.15%

Mobile Phone Manufacturer

Electronic Stores 0.19% 0.32%Fast Food Restaurant

Business Districts (before breakfast & lunch) 0.44% 0.69%

Fast Food Restaurant

Hotels (before breakfast & lunch) 0.44% 1.52%

National TV Service Provider

Residential Areas (after dinner) 0.48% 0.68%

Big-Box Retailer Business Areas (3PM-6PM, Monday-Friday)

0.80% 1.12%

HOW WE’VE DELIVERED MOBILE DISPLAY SUCCESSCROSS-INDUSTRY SUCCESS STORIES

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PRODUCT STAIRCASE

• MDV MIN BUY $5,000• 250K IMPR• Rate Card -$22/CPM• Goal Price - $20/CPM• Floor Price - $20/CPM

• MIN BUY $7,500• 460K IMPR• Rate Card - $20/CPM• Goal Price - $18/CPM• Floor Price - $16/CPM

• MIN BUY > $15,000• 937K IMPR• Rate Card - $20/CPM• Goal Price - $18/CPM• Floor Price - $16/CPM

HYLOMO BRONZE*

HYLOMO SILVER*

HYLOMO GOLD*

*Product Names in Sales Force and Operative 1

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Features HYLOMO Bronze HYLOMO Silver HYLOMO Gold

Min IMPR/ IO/ Campaign 250 k 460 k 937 K

MEDIATIVE SALES PACKAGES $5,000 <$7,500 <$15,000

Max lines/ IO 4 6 10

Min duration of Campaign 4 weeks 4 weeks* 4 weeks*

Max duration of campaign 6 months

Banners ads dimensions:

Yes Yes Yes320 x 50, max file size 10KB

728 x 90, max file size 30KB

Four creative/ line items Yes Yes Yes

One URL/ Line Item Yes Yes Yes

One set of locations/ Line Item Yes Yes Yes

Lifestyle Zones targeting/ Geo-local targeting Yes Yes Yes

Monthly Standard Report Yes Yes Yes

Weekly Standard Report Yes Yes

Standard End of Campaign Report Yes Yes Yes

Special Wrap-Up Report Data feed

Banners with trackers Yes Yes Yes

Standard DFP Tags (no Iframe or JAVA) 1 per line item 1 per line item

* Campaign can run shorter than 4 weeks provided there is a minimum number of impressions reach (250k)

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CREATIVE PACKAGESAdd On

PRODUCT LINE PRODUCT DESCRIPTION PRICE: EN

or FR PRICE: EN and FR SLA

HYLOMO Single static mobile unit Static JPEG, 320x50 $300 $450 1 week

HYLOMO Set of 3 static mobile units Static JPEGs, 320x50 $600 $900 2 weeks

HYLOMO Set of 5 static mobile units Static JPEGs, 320x50 $900 $1,350 2 weeks

HYLOMO Single animated GIF mobile unit Animated GIF, 3 slides, 320x50 $500 $650 2 weeks

HYLOMO Single mobile pull unit HTML 320x50 unit that expands to full screen size based on device (template) $1,000 $1,300 3 weeks

HYLOMO Single mobile landing page Template-based mobile landing page $800 $1,000 3 weeks

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• CPC rates.

• Call tracking.

• Ad delivery to any particular website and/or app.

• Reports on specific websites and/or apps that the banner was delivered to

• We can report on type of site, but with blind inventory, cannot say specific site names)

WHAT THIS DOES NOT INCLUDE

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HOW IT WORKSOUR OPERATIONAL PROCESS FLOW

Pre-Sales Process On-Going Mgmt.Account Set Up

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KEY CONTACTSHOW TO GET SUPPORT

Pre-Sale Support: Campaign ManagerCampaign managers will ensure impression availabilies and will confirm all required information has been collected.

Creative Manager: Julia LoBassoJulia will be able to determine how and who will execute various aspects of the product as per the business requirements.

Product Manager: Laura CristescuLaura is responsible for the in-market story for this product and product evolution.

Campaign Manager Lead: Jheanelle HenryAnswer any technical questions and confirm any specific campaign questions or handle any special custom requests

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WHEN TO RECOMMEND HYPER LOCAL MOBILE

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Clients are leveraging branding campaigns specifically targeting their target market while they are on-the-go with location-specific & event-driven messaging. (Be Seen)

Clients are looking to target specific locations or types of locations (ie airports/hotels) with custom tailored messaging.

Clients see significant changes in demand or consumer behaviour based on environmental factors such as weather.

The client is looking to capitalize on showrooming behaviour in competitor’s locations or is looking to advertise within a distributors location to influence point of sale purchases.

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1. Ensure the creative message on the banner aligns with the geo-zone that we will deliver against. The best campaigns are those that have defined messages against a consumers’ state of mind and purchase intent. (e.g. Shopping Malls should have promos, Business Districts should speak to solving time problems)

2. To build landing pages, we’ll need a list of the store locations and the advertisers’ logo and brand colors. Also, we need to know the advertiser’s objectives – link to coupon vs. call to customer centre vs. drive-to-instructions

3. Ensure the IO has multiple locations and geo-zones. We will not accept only one location. This will give us the best chance to optimize and provide your advertisers with the best potential leads.

4. The longer the duration of the campaign, the more we can optimize. We recommend at least 3 weeks (but will take shorter if expectations are set accordingly with the advertiser).

5. Provide creative banners as JPGs. It is very difficult for us to implement, track and provide value-add intel on campaigns via tags. We will we NOT accept banners with Java script.

6. If the advertiser wants us to deliver dynamic creative depending on weather, traffic and changing distance to closest location, we need to build the banner. Please reach out to the product team for costing.

7. SLA – For HyLoMo banner campaigns, SLA is 5 days before the campaign start: Your campaign manager MUST have

the creative assets and targeting criteria with this lead time to ensure full delivery/optimization of impressions.– For HyLoMo banners + landing pages, SLA is 15 days before the campaign start.

BUSINESS RULESHOW DO WE EXECUTE EFFECTIVE CAMPAIGNS?

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DEFINITIONSTERM DEFINITION

APIAn API (Application Programming Interface) is a set of commands, the language that programmers or developers use to communicate with a specific piece of software or hardware

Blind Inventory Advertisers are unable to report or determine the placement of ads across the network of sites.

Click-through-rate (CTR) The number of clicks an ad receives divided by the number of impressions. A measure of an ad’s effectiveness.

Data Feed Used by real-time applications to receive updated structured data from data sources.

Dynamic Creative Ads updated in real time based on a information provided in a real time data feed.

Geo-ZonesHighly-focused geographical region where users are identified to have similar wants and needs. Users are expected to be driven to make purchases based off of similar intentions. (i.e. airports, hotels, residential areas)

Lifestyle Zone Same as a Geo-zone