X-Series: Metrics 2014: Location and Mobile Advertising
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How much does location matter in mobile advertising?
Naveed Ahmad | CEO
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AGENDA
1. ………………………………………………...Who are we?
2. ………………………………………………Geo Overview
3. ……………………………………Target Methodology
4. …………………………………………….Privacy Matters
5. …………………………………………………Case Studies
6. ………………………………………………….Beyond Geo
7. ……………………………………………...Key
Takeaways
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Founded: 2010
Head office: Toronto, Canada
Satellite Offices: Vancouver, Dubai, London
Proprietary
state of the art
technology platform
Consistently
Outperform
Industry performance
benchmarks
Specialization
within the In-App
Advertising
Access to
global
in-app
inventory
Worked with
250+ of the
Fortune 500
BrandsOUR DIFFERENTIATIONS:
Targeting: Enhanced In App targeting methodologies.
App Retargeting
Geo targeting & Geo Retargeting
Gender and Age targeting
Audience Behavior profiling.
Business Intelligence: Transforming `Mobile Data’ into relevant data based on KPIs
Comprehensive Real Time Reporting Dashboard
Measuring user engagement beyond CTR metrics
Leveraging Data visualization tools to provide campaign insights
Creative: Transitioning Brands to a 'Mobile First' creative execution
Develop cutting edge Mobile Rich Media execution to ensure client engagement
Deliver all mobile ad creative formats ( Video, Rich Media, Native Ads,etc)
Provide creative analytics and advisory for mobile first execution
Certified partners with
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DOES LOCATION MATTER?
In 2013, approximately 13% of requested campaigns included some sort of geo based targeting.
In 2014, 1 out 4 campaigns requested some sort of geo based targeting.
Source: Addictive Mobility EngageFront/Metamarket
179 MillionLocation Enabled
Daily Bid Requests
High Density Low Density
Monthly Bid Requests
Approx. 3/4 MillionLocation Enabled Daily Unique Users
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SOURCES OF LOCATION DATA
ONLINE
• Mobile Device
• Publisher
• Carrier
• Beacon
• SSPs
• DMPs
OFFLINE
• Point of Interest
• Postal Code
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TOP APP CATEGORIES THAT PROVIDE GPS LOCATION DATA
Source: Metamarket & Twitter Mopub
158M daily bids
110M daily bids
89.8M daily bids
18.6M daily bids
8.01M daily bids
ENTERTAINMENT & MUSIC
SOCIAL
LIFESTYLE & FITNESS
GAMING
NEWS & INFORMATION
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PRECISION VS. SCALE P
recis
ion
Scale
Beacon
IP Address
Cell Tower Triangulation
GPS
According to one of the
largest mobile SSP
45% of all global in-app GPS
data is accurate.
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METHODS OF COLLECTING MOBILE USER LOCATION DATA
BeaconPros:
• The system can provide location-discovery capabilities indoors and in dense urban areas.
Cons:
• Customers are reluctant to opt-in (Security & Privacy)
• Difficult to scale
• Device bluetooth connection must be turned on.
Cell Tower Triangulation
Pros:
• A general location of a phone can be roughly determined to an accuracy of 200-1000 meters.
Cons:
• Distance is estimated based on signal strength and the round-trip time of the signal.
• Not a very accurate measurement, especially in rural areas where there can be lots of reflections and interference.
IP AddressPros:
• IP addresses requires nothing but an Internet connection: no cell signal, no GPS.
Cons:
• Only accurate to the metro or zip code level.
GPS
Pros:
• All modern smartphones have GPS capability. The signal is geo-precise, timely, and does not require sign-in like Wi-Fi; it is passively active if the consumer has opted in to allow access to this information.
Cons:
• Has limitations when used indoors due to interference with building structures.
• SSP SDK has to be able to get location data from the publisher.
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RESPONSIBLE USE OF MOBILE LOCATION TARGETING
Mobile Device3 Levels of Opt-in
Process gatesApp Store In-App
TRUSTe Certified Protect consumer privacy and clearly inform users about the collection and use of information when using your services.
.
Opt-out Mechanism
A process by which a Subscriber may exercise his or her right to Opt-out from receiving any future mobile advertisements.
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CASE STUDY
CTR was 190%above average industry benchmark
4,673 users clicked Find Store
Geo-fenced dealers store within 7.5kmproximity
Auto Dealership
Campaign Length: 38 Days
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CASE STUDY
Targeted all of
Quebec and CTR
was 1.55%
Re-targetedMovie Goers and saw
an upward lift in
performance by 39%
Objective was to Drive
Awareness and Box Office Revenue
TheatricalMovie
Theatres
Campaign Length: 12 Days
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CASE STUDY
Clothing Retailer
Geo-fenced CommutersTargeted all of GTA
CTR: 1.08% CTR: 6.85%
Campaign Length: 28 Days
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Combining geo data with other methods of targeting on mobile
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Addictive Mobility uses the term True Target: Take all aspects of a user’s
mobile experience and target based on the 4 major values of that
experience.
OPTIMAL TARGET
LOCATION
DEMOGRAPHIC
DAYPART ENGAGEMENT
Location: Hyper-location leverages the users geographical behaviour to decipher
points of interest.
Engagement:Engagement is based on the users choice of apps and ad engagement
within the past 24 hours.
Time:Time of day, day of week is measured against engagement and location to
understand when and where is the best time to serve ads to each individual user.
Demographic:Age and gender targeting using 1st party data and predictive modeling.
Audience Profiling (Gender, Age, HHI)
TRUE TARGETING
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USING GPS LOCATION DATA TO LIFT MOBILE ADVERTISING PERFORMANCE
• Creative execution plays a vital role in the success of location based campaigns.
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CASE STUDY
Objective: Drive foot traffic to the branch.
Campaign Length: 16 Days
Markets: Canada National
Target: Affluent Audience
Strategy: Dynamic Store Locator
464Intent to Visit
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DATA VISUALIZATION
Objective: Drive foot traffic to the grand opening of Winners store.
Campaign Length: 28 Days
Markets: London, ON
Target: Shoppers
Strategy: Geo-fenced the Winners Store
Heat Map
CLICKSIMPRESSIONS
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CASE STUDY
Objective: Drive traffic to Mr. Lube locations by providing a $10 coupon.
Campaign Length: 31 Days
Markets: Canada National, English Only
Target: Vehicle Owners
Strategy: Geo-fenced all Mr. Lube stores
240Intent to Visit
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KEY TAKEAWAYS
Publishers/ SSPs will need to continue to improve the accuracy of the geo data provided to their DSP and DMP partners.
Geo-Targeting, although very relevant, should not be the only approach to building in-app audience profiles.
Finding the target audience is one thing, creative delivery of the message is equally as important.
Programmatic buying of impressions based on geo-targeting techniques will be the next frontier.
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THANK YOU