1. Location, Location, Location! Effective mobile targeting in an App-centric worldRay Pun | Strategic Marketing for Mobile @RayPunSD 2012 Adobe Systems Incorporated. All Rights 2014 Reserved. Adobe Confidential. 1

2. 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2San DiegoAmericas Finest CityRay PunStrategic Marketing for Mobile@RayPunSD 3. Key Takeaways1Use location todeliver contextuallyrelevant experiences2Respect consumerprivacy standardswhen using locationdata 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33Put customer valuefirst & then select theright locationtechnology 4. Key MessageGeo-fence to deliver mobile value 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.4 5. Agenda1 | Fundamentals of location-based marketing2 | Mobile marketing survey: Location tactics3 | Consumer privacy: Best practices4 | Location and value framework5 | iBeacons and Micro-location 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 6. Mobile Marketing Association: Location terminology guide 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. INTRODUCTION: THE LANGUAGE OFLOCATION LOCATION DATA & SIGNALS LOCATION TARGETING & STRATEGIES LOCATION MEASUREMENT & METRICS GLOSSARY OF TERMS6Source: http://www.mmaglobal.com/location-terminology-guide 7. Basic tactics 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Standard Location Targeting IP Address (192.168.1.254) Country, County, City7 8. Intermediate tacticsLocation Social Targeting Geo-Fencing Geo-Conquesting Check-in via social network Define radius around 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Point-of-Interest GPS data required8 Define radius aroundCompetitors Point-of-interest GPS data required 9. Location & dataOut-door position GPS: very accurate data when device is outside buildingsIn-door position 1.0 GPS: data is collected; however, the accuracy is not very precise WIFI triangulation: accuracy depends upon number of hotspotsIn-door position 2.0 Bluetooth LE and beacons: very accurate in-doors 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.9 10. Beacons and Mobile devices 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Micro-location targeting Bluetooth LE (low energy) Beacon will broadcast signal Smartphone can receive signal10 Source: Apple, Estimote 11. Adobe Mobile Marketing Survey 2014 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 12. Mobile app innovation and location technology 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.12 Micro-location opportunity Notable deployments: MLB,Safeway, American Airlines,Marriott, Lord & Taylor, Macys 13. Privacy: Best Practices Say what you do, do what you say, & keep it simple Opt-in for capabilities that maybe viewed as intrusive Describe how location data is used and how consumer can opt-out Manage and control the usage of customer data 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.13 Mobile Privacy Whitepaper: http://adobe.ly/1cv9aOJ 14. Customer ValueGood Better Best 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.14Easy& ConvenientSave MoneyWow!Amazing &Delightful 15. Location AccuracyGood Better Best 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.15CityPoint of Interest(Geo-fence)In-door 16. Location Accuracy & Customer ValueWow &DelightSaveMoney 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.16Customer ValueEasy &ConvenientCity(Macro)Location AccuracyIn-door(Micro)Point-of-interest(Geo-fence) 17. A&E Networks: History Here 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.17Value: Easy &convenientLocation accuracy Point-of-interestSource: A&E Networks 18. Best Buy: Geo-fence check-ins & loyalty points 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.18Value: Easy & convenient Save moneyLocation accuracy Point-of-interest Geo-fenceSource: Best Buy 19. MLB: Baseball and Beacons 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.19Value: Easy & convenient Save money Wow & delightLocation accuracy In-doorSource: Mashable.com 20. SuperBowl Ad: Do you know what your marketing is doing? 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.20 21. iBeacons and Micro-Location: The Future is Here 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.21 Source: Apple, Estimote 22. iBeacons at Adobe Summit 2014: London Excel 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.22 23. Beacons and In-store Engagement: Analytics 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24. Mobile Wallet: What is it and how do you get it?Apple Passbook: Native Google Wallet: Download 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Source: Vibes 25. Mobile Wallets & Location: Passes can be triggered by Beacons For the Consumer For the Marketer Location triggers Low cost location-based marketing 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Source: Vibes 26. Mobile Wallets & Payment: Apple Passbook & Apple Pay 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27. Key MessageGeo-fence to deliver mobile value 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.27 28. Key Takeaways1Use location todeliver contextuallyrelevant experiences2Respect consumerprivacy standardswhen using locationdata 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 283Put customer valuefirst & then select theright locationtechnology 29. Ray Punraypun@adobe.comTwitter: @RayPunSDLinkedIn: Ray Pun 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.