Mobile Geo-Location Technology & DataApril 2019

What is Geo-Location technology?

Geo-location (or geo-fencing) technology identifies the location data of a singular user via

their mobile device and GPS signals.

Device ID data is accessed through:

● Users enabling their location settings● Identifiable IP addresses

This technology helps advertisers monitor, identify and activate audiences based on their movements, their potential interests, whether in-store purchases can be attributed to digital spend, and

better understand their behaviour for

enhancing your overarching marketing strategy.

It gives mobile marketing the ability to track true physical

conversions and measure ROAS.

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Why is this great?

Targeting is only as good as the accuracy of its source. Bench only partners with global leaders in this space and provide the best mobile location data through a complex stack of proprietary technology.

“The strategic use of geo-location data enhances your performance through hyper-targeting methods that have previously been impossible. You can apply your ideal frequencies, value your audiences better and reach them across multiple digital environments.”

Who are Factual?

Factual are a mobile geo-location data provider focused on providing the highest quality and most accurate 1st-party user places data. Their technology matches to the most precise user device location data for transparent and location-based audience activations, mobile ad targeting, and conversion attribution.

Australia

reach is 7.2M devices!

“Factual are the collectors and distributors of the data.

Bench are the strategists and activators of the data.”

Factual & Bench

What are the opportunities? There are essentially 5 ways in

which we can use Factual data -● Retargeting an audience

that is created based off where users have been

● Targeting users when they are in a specific location

● Targeting users based on desirable lifestyle attributes

● Attributing users based on their movements

● Suppression of audiences

There are 4 primary ways in which we can use Factual data:

● Retargeting an audience that is created based off where users have been and their desirable lifestyle attributes

● Targeting users when they are in a specific location● Cross-media attribution based on a user’s movement● Suppression of audiences

Over 80% of marketers say location based advertising produced growth in their customer base, higher response rates, and stronger customer engagement.

Source: Factual, ‘The Factual Location Marketing Report’, June 2018

Examples

B2C - Retail B2C - Entertainment & Gaming B2B - Research

Campaign: Skincare brand in major department store

Target Audience25-40 year old women with high income

How will you find them?Shoppers who regularly visit high-end luxury stores across Australia

What media will you serve and where? Social display ads on Facebook & Instagram

Goal: Increase sales in the department stores by 12%

Campaign: Casino Grand Opening

Target Audience: High income tourists and business travellers

How will you find them?People who stay at high-end luxury hotels and also those who visit another domestic casino more than once a month

What media will you serve and where? Display &, Instream Video on news, business and finance publisher networks

Goal: Obtain net new customers

Campaign: Research & Analytics Company

Target AudienceAdvertising & media professionals

How will you find them?Frequent marketing industry award events like B&T/Mumbrella, as well as relevant buildings, e.g. Google HQ, Fairfax and News Corp

What media will you serve and where? Contextually targeted Social, Video and Display environments

Goal: Increase number of downloads for Predicted Industry Insights 2019 Report

benchplatform.com

For any further questions, please reach out to your designated account or performance manager.