Your Business Your Goals Your Journey...2016/08/20 · Geo-Fencing •Target specific locations...

+

August 22, 2016

AGENDA

Why Mobile?

Why CBS?

Best Practices

FAQ’s

Attrition | ListMatching

Benchmarks

Case Studies

Investment Opportunities

WHY MOBILE?

Mobile devices are the most personalized piece of technology the world has ever seen.

91%Never leave their device more than an arm’s length away at any point

during the day.

52%Consider their Smartphone their

“first screen”

27Average # of Apps Used

Per Month

The explosion of Mobile Phones

and Tablets have created a sharp

increase in projected internet

traffic and Ad Spending both in

the U.S. and Globally.

4

WHY MOBILE?

THE RIGHT PERSON WITH THE RIGHT MESSAGE

Incorporate multiple data sources – including our proprietary 1st party data and 3rd party data to build and reach the perfect audience.

FLEXIBILITY IN MIND

When it comes to creative, don’t settle. Our platform gives you the choice of using standard, rich media, video ads and more to deliver your message the

way you want to.

Our platform has developed a dynamic framework to deliver rich media ads, ensure visibility and best-in-class engagement results.

Inside mobile apps (examples include Words With Friends, Trivia Crack, Flow Free, Sonic Dash, etc.) Inside mobile websites (examples include ESPN.com, Weather.com, Mashable.com, CNN.com, etc.)

CBS has access to 180,000 of the top websites and apps in the world, there is a good chance we’ll be able to put your advertisers in front of the right person – regardless of what app or website they’re using.

Sample Site listApp Entertainment Auto Sports Gaming

Domino! TV.com (CBS) MotorTrend MLB Angry BirdsSonic Dash Billboard CarConnection CBS Sports Dice With BuddiesTriviaCrack Celebuzz Craigslist Goal.com Words with FriendsSuperVpn CollegeHumor Forbes Men's Fitness Battleshiip

Trivia Crack Android Cracked Slacker Radio NBA Play TennisRuzzle DirecTV AccuWeather Sports World News Farm Connect

The Maze Runner ™ Huff Post Style Cars.com Rubgy Today Hearts The Test OK Magazine Cars Direct 24/7 Sports Bubble WordsSudoku Bro Bible Ask.fm Rant Sports ScrabbleThe Test World Star Hip Hop Weather.com Fansided GameSpot

SCALABILITY NEEDED

7

TARGETING STRATEGIES

Demographic

• Target customers whose interests or characteristics matches your strategic target• Standard : Age, Gender, Ethnicity, HHI• Premium: Homeowners, Auto Intenders, Sports Enthusiasts + $2 Net CPM

Location-Based Retargeting

• Target customers based on locations they have previously visited

• Example: People who have visited a local coffee shop in the last 30 days

Geo-Fencing

• Target specific locations aiming to reach potential customers within the set parameters

• Example: Sports arenas, convention centers, college campuses, competitor’s locations

iPhone Instructions: Settings>Privacy > Location Services > System Services > Frequent Locations

Android Extensions: Settings > Privacy And Safety > Location > Google Location History > View/Manage

THE SCALE YOU WANT WITH THE TARGETING YOU NEED

SMALL

320x50

MEDIUM

300x250

LARGE

320x480

VIDEOAssets typically

sent as MP4

$10 Net CPM $12 Net CPM $20 Net CPM $35 Net CPM

MOBILE AD TYPES

BannerStill the most popular mobile ad format, the banner ad uses an unobtrusive “banner” at the top or bottom of

the screen which features relevant text and graphics. Banner ads rely heavily on brand recognition,

with little space to provide detailed information. Its a simple and safe way for a brand to get their name

and product viewed by as many people as possible.Cost: 320x50 = $10 net | 300x250 = $12 Net | 320x480 = $20 Net

VideoThe most expensive ad type, but offers a high level of user engagement. Video ads are simple in their

concept yet complex in their execution. They are literally videos that play either while a user opens or

interacts with a mobile application. They require a substantial budget, but offer a high level of user

engagement.Cost: Full Screen = $35 Net CPM (Min $8k / month)

Rich MediaHighly dynamic ads that are limited only by the advertiser’s creativity (and budget). Rich media ads

specialize in creatively engaging with users to generate high CTR and conversions.Cost: Banner + $3 Net CPM (Min $6k / month)

MOBILE AD TYPES

Auto Dealer• Geo-fence client dealership (10-15 miles)• Geo-fence competitor dealerships• Geo-farm (use historical data to target people who have visited the dealership or competitive

dealerships in the past 6 months)• Add in high household income data (i.e. if the advertiser is Mercedes, then we can target HHI

$100k+)

Retail | Brick-and-Mortar Locations• Geo-fence 4-5 miles around location (or larger, 5-10 miles, if not in dense city population)• Include gender as filter if appropriate (for example, jewelry, sporting goods, and stores like

Ross/Gap/etc have heavy visitors of both men and women, but Lululemon, Bebe, and Forever21 are probably nearly only women)

• Geo-fence competitors stores (tight)• Geo-farm location & competitive stores – anyone who has been into a competitor or like store in

past 6 months

BEST PRACTICES

Gyms/Fitness• Geo-fence locations 4-5 mile radius• Geo-fence anyone who’s been into a competitor’s location in last 6 months• limit age range from 15 – 65• Geo-farm locations & competitors for past 6 months

Event Venues• Geo-fence venue with 2 mile radius to capture parking lots, tail gaters, etc• Geo-farming – Target anyone who has been into venue previously or who has been to other

venues in city• Add gender and annual income limits if appropriate (for example, someone making over

$40,000/year for professional sports games or under $100,000/year if flea market).

B2B• Business owners & executives (may require 3rd party data)• Geo-fence business districts• Geo-fencing and geo-farming of relevant areas & conferences (likely limited impressions)

BEST PRACTICES

Financial Services• DMA targeting with income level limits. Over a certain amount if retail banking, mortgages,

identity guard products, etc. Under a certain amount if for-profit education loans• Age range as appropriate (unlikely someone under 25 is buying a house & just as unlikely

someone over 45 is taking out an education loan).• Geo-fence & Geo-farming if a physical location like a bank – geo-fence up to 10 miles for

locations, and then geo-fence competitors while geo-farming locations & competitors for past 6 months

Healthcare (hospitals, elderly care, health insurance, etc.)• DMA targeting as appropriate (geo-fencing for elderly care or hospital should be far wider than

retail store because people will travel a much farther distance for medical care, etc)• Net worth level limit as appropriate (if high-end elderly care, then net worth over $100,000;

alternatively if low income urgent care center or insurance, then target under certain income level)

• Age range of over 21 for health insurance, or over 40 for elderly care (often the children of elderly folks are helping make these decisions).

• Geo-fencing 10-25 miles depending on type of location (hospital, then up to 25 miles or more if rural areas covered) & use tight geo-fence for competitors

• Geo-farming of locations and competitors for past year or more recent depending on advertiser

BEST PRACTICES

Home Improvement• Geo-fence residential neighborhoods/towns/zip codes. For example, set a 10 mile radius

around the center of certain neighborhoods, which is a frequent travel distance from home).• Geo-farming of locations and competitive locations for past 6 months

Income levels above $40,000/year (otherwise unlikely a homeowner)• Age of over 25

Pets• Over 22 (unlikely to have pet in college, and younger you’re unlikely to make the financial

decisions about a pet like food, toys, etc)• If retail, then geo-fence 5-15 miles depending on city density. Geo-farming of locations and

competitive locations for past 6 months• Can use 3rd-party data for pet owners, but may limit impressions

Food/Beverage• Not to be trite, but if it’s alcoholic then anyone over 21 and under 70. If it’s a softdrink, then

anyone over 13.• If it’s an expensive exotic tea, then perhaps income level over $60,000

BEST PRACTICES

Real Estate• DMA targeting• Income level limits Under a certain amount for apartments (depending on DMA and

apartment complex level); over a certain amount for buying property• Age range as appropriate (unlikely someone under 25 is buying a house & just as unlikely

someone over 50 is renting an apartment near a college campus).

Travel• Geo-fence airports and vacation spots (if applicable) and geo-farming of airports (and/or

other travel spots) for past 6 months• Target key demo in key states (like northeast and midwest for Florida) with people over 25

and making over $40,000 per year (or higher if luxury resort or cruise line)• 3rd-party data segments may also be available here

BEST PRACTICES

AGENDA

Why Mobile?

Why CBS?

Best Practices

FAQ’s

Attrition | ListMatching

Benchmarks

Case Studies

Investment Opportunities

How do you aggregate first-party data?

• DeviceIDs are the DNA of each individual mobile device. Our first-party data is a combination of online & offline profiles matched to deviceIDs. In this way, we have strong knowledge to identify the most appropriate audience by grouping together the right batch of deviceIDs.

• Digging in a bit deeper: within the mobile exchange space, many apps/sites have registration data which includes age, gender, household income, etc. Also, a lot of these apps / mobile websites have the ability to link your Facebook, Twitter, and other social media accounts to the game to speed up the process of signing up for an account. Thus, the app is able to pull a lot of this demographic data that we use.

• Often, we find that they pass this data within individual bids before we serve a mobile ad. We have aggregated that data over time with the billions of ads and have built inference models on top of it where we are using signals from the declared data we have access to in order to form a custom audience based off of this.

• If there are super granular requests that we do not have in our first party data, like “Moms with children under 18” or “Acura Auto Intenders,” we can additionally layer on third-party data from integrated partners for an additional cost. We also leverage third-party data partners who create their own inference models from data collection from various avenues. These include credit card history, browser searches (mobile web cookies), store visits, surveys / forms. They can also compile data from various companies, such as the Washington Post subscribers (and then CRM-match to device IDs for mobile from those households).

Q n A

A “campaign” consists of one set of targeting parameters (Geo-Fencing) with one creative (320x50)• Example 1: A 320×50 ad unit that has a total goal of 100,000 impressions constitutes one campaign.• Example 2: A 320×50 ad and a 300×250 ad with a goal of 100,000 combined impressions (50,000 for 320×50

and 50,000 for 300×250) constitutes two separate campaigns.

Minimum Spend per Campaign: $1,000 (net) per month for 3 months• If third-party targeting data is requested, the minimum increases to $5,000 due to increased time needed

to properly optimize the campaign.

Two (2) creatives per $6,000 campaign• One mid-campaign switch per $6,000 in ad spend

For multiple targeting parameters, • Impressions will be delivered pro rata as availability appears throughout the course of the campaign We cannot

guarantee a specific # of impressions per location/line-item of targeting• For example: Targeting is for Lexus Dealership A, Hyundai Dealership B, and Mazda Dealership C. We would not

be able to guarantee 200,000 impressions to each location, but could do 600,000 impressions distributed approximately evenly based on the available impressions at each location, so the final breakdown may be something like 150,000 impressions to Lexus Dealership A, 350,000 impressions to Hyundai Dealership B, and 100,000 impressions to Mazda Dealership C.

• Alternatively, if each targeting line has enough budget (minimum $2,000) to set up a separate ad campaign for each one, then we can guarantee the impressions for each dealership separately.

Q n A

What information do I need for a geofence request?• Location• Radius• Any demographic/psychographic information (if applicable)• Time range is 30 days by default, unless otherwise specified

What do you need for a geofarm (“historical retargeting”) request?• Location• Radius• Time Frame – how far back into the past should we look• Frequency – number of times a device visited that area over the specified time frame

Key performance indicators (KPI) for engagements will vary per campaign• Most advertisers want to maximize the number of “clicks” their ad gets. Clicks divided by the total number of

impressions equals “click-through-rate” (CTR).• For video ads, some advertisers also want to know how many videos were viewed, so videos may have video-

plays as a metric.• For an advertiser who wants app installs, where the metric is app downloads, then we highly recommend a

minimum budget of $40,000. While this may seem high, effectively optimizing app installs has a lot more variables than other types of engagements. Therefore, to achieve results, the platform requires more budget.

Q n A

Why don’t the potential impressions and uniques match?• Potential Impression: The number of possible impressions with certain targeting criteria. A max bid is in place

(Think of it like bidding $100 CPM, you are going to win almost every impression). There is no frequency cap (No limit to the amount of times a unique user / device sees the ad).

• Unique DeviceID: An individual person’s phone has a unique device id (which can be shown the ad an infinite number of times [impressions])

• Frequency Cap: How many impressions per device over a specific time range• Thus, potential impressions and uniques should not match. A unique device is one entity, and that device

can see the ad an infinite amount of times (no frequency cap & max bid). But, the inverse cannot exist.• Uniques make up the amount of potential impressions. Since each user is unique, and there is no

frequency cap implemented on the potential impressions we pull, a unique user could see the ad once while another user could see the ad 10 times.

Can we serve ads to children?• No, we do not serve ads to children under the age of 13.• We also have very little data info on minors ages 13-18.

Q n A

Why does it take so long to get my data back?• Depending on the level of data requested, this can take up to 72 business hours as our business intelligence

team needs to query for this segment of data or targeting parameter.• Factors such as frequency, date range (if it’s long), long list of locations, filters of 1st- and 3rd-party integrations,

etc. will incur more lead time to return the report. If combining all the aforementioned data, some cases can take longer than 72 hours.

Q n A

What is dayparting? Can you do it?• Dayparting is the ability to segment ad campaigns

based on the day of the week and/or time of day. For example, certain businesses may want to focus your impressions between 1 and 5pm EST on weekdays and 10am-2pm on the weekends. We have that ability.

Can we run different ads at different times of the day?• Yes, we can run dynamically changing ads. Also, if we

don’t have the tags, we can update manually on our end. Please note, there is a minimum budget of $6,000 ad spend for this as per the creative requirements.

What is attribution, and do you offer it?• Attribution is the ability to verify if a consumer takes the desired action after seeing or interacting with a mobile

ad campaign.

How does it work?• When an user uses an app in our mobile reach, they send their deviceID to us with their location. For the sake

of this example, lets use the app Radio.com. If an user at a Planet Fitness is using Radio.com app for their workout routine, they will see ads on their device, which automatically sends us their location info and deviceID.

• We then retarget any device id’s that were in those locations or surrounding areas of Planet Fitness. The next time they use Radio.com app or any other app in our mobile reach, we’ll have an opportunity to show them the InShape ad.

• If this same user w/ this device id uses an app in the InShape geo-fenced area, we can deduce since a) they were in the Planet Fitness location previously, b) were shown an ad w/ our retargeting, and c) have use an app in our mobile reach while they were at an InShape location.

• If all these have been met, then it’s highly likely we drove their interest to the InShape location.

Attribution

Things to be aware of:• We don’t have the mobile reach of every single app that’s available, therefore unless a consumer uses the app

again at an InShape location, then we won’t be able to count that attribution. Thus, this is merely to provide an idea of post campaign measurement, not 100% accurate of the results, but to give a probabilistic idea on how the campaign performed.

• If we target just people who went to Planet Fitness locations ONLY, then this will yield small volumes of users device id’s. It’s highly advised to target the surrounding areas, generally 2-5 mile radius as with the normal requests that have been sent so that we have a wider pool of users to “convert”

• This sounds awesome. My clients will want this.While attribution is a possible solution for the right types of clients, it is only available for campaigns with a minimum ad spend of $10,000 per month, and carries an additional cost (avg. $1 CPM).

Attribution

List Matching• List matching is when we obtain a customer/prospect list from the advertiser (names, addresses, emails, etc)

and match the advertiser’s customer list to mobile deviceIDs (the DNA of phones that we have matched to consumer profiles).

• The purpose of this is for when an advertiser only wants ads going to a very specific group of customers/prospects.

• For example, a Lexus auto dealership sends us a list of 500,000 prospects that are potential customers. The match itself occurs when our system matches the Lexus dealership 500,000 customer/prospect list to our database. When we have a customer info match a profile (tied to deviceID) then that equals a match.

• Our average match rate for a list is 60-65% (so out of a list of 1 million people, our average match would be matching 600,000 profiles to deviceIDs). Once we have those matched deviceIDs, then we would send ads only to those matched consumers.

• There is a fee for list matching that does not include the CPMs for the actual mobile ads:

List Matching Fees• See DSS / DSM for more info on pricing.• Minimum $8k / month applies

List Matching

Benchmarks

PLACEMENT NAME TARGETING *LAUNCH DATE END DATE COST METHOD RATE GOAL IMPRESSIONS CLICKS CTR% BUDGETBUDGET

DELIVERED

320x50 Banner Geo farming 140 address 11/17/15 12/13/15 CPM $ 19.55 300,000 411,468 2,184 0.53% $ 5,865.00 $ 8,044.20

Budget SummaryInsertion Order Summary Delivery Summary


DELIVERED

320x50 BannerSelected Cities In TX + Honda &

Acura Owners12/14/15 12/31/15 CPM $ 10.00 300,000 305,850 570 0.19% $ 3,000.00 $ 3,058.50


Honda Dealer (Service)

Kia Dealer

Cruise Line


DELIVERED

320x50 BannerGeo targeting 10 miles

radius + auto intender12/5/15 12/31/15 CPM $ 10.00 335,000 343,705 889 0.26% $ 3,350.00 $ 3,437.05



DELIVERED

320x50 BannerGeo fencing 3 address +

auto intenders11/25/15 1/31/16 CPM $ 10.00 300,000 199,995 1,042 0.52% $ 3,000.00 $ 1,999.95


Hyundai Dealer

Case Studies

CLIENT OBJECTIVES

Chicagoland Acura was seeking a way to most

accurately position its mobile ad to consumers in

their local.

SOLUTION

Our solution was to geo-farm potential customers

who had been within a 0.5 mile radius of the

dealership – only delivering the ad to those geo-

farmed consumers who are currently located in

Madison, WI, and Middleton, WI.

Acura

57,819IMPRESSIONS SERVED

650TOTAL CLICKS

1.12%CLICK-THROUGH-RATEVS. 0.06% INDUSTRY AVERAGE

CASE STUDY

GEO-FARMING TO CAPTURE YOUR AUDIENCE

CLIENT OBJECTIVESDrive awareness of Harford Community College’s

academic opportunity. Target prospective students and

allow them to quickly and easily sign up for classes at

Harford Community College.

SOLUTION

HARFORD COMMUNITY COLLEGE

127,294IMPRESSIONS SERVEDOVER 20 DAY CAMPAIGN

943TOTAL CLICKSACROSS BOTH AD SIZES

0.74%CLICK-THROUGH-RATEVS. 0.06% INDUSTRY AVERAGE

PUSH PROSPECTIVE STUDENTS TO REGISTER FOR CLASS

By selectively targeting those adults most likely to be

interested in furthering their own education, our solution

was able to drive a significant number of clicks (and thus

registrations) on a low budget. 300x250

300x480

CASE STUDY

CONNECT WITH SHOPPERS THROUGH MOBILERetail advertising is a crowded space. Set your campaigns apart with stunning creative, refined audience targeting, premium media, and

sophisticated measurement tools exclusive to mobile. We provide you with everything you need to deliver the most accurate, contextual, and

effective retail advertising on the market.

CREATIVE

NEWER, BETTER FEATURES

TargetingPinpoint potential

shoppers with more

accurate demographic and behavioral data.

Leverage this data to deliver relevant ads to

those consumers who are most likely to engage

with your brand and enticing offers.

Geo-fencingReach customers

based on their current

location, or proximity to you. Deliver ads to

consumers as they shop, as they pass by,

or those in the areas where you know your

customers live.

Geo-farmingTarget potential

customers who have

visited certain locations in the past. Consumers

who have visited competitor stores,

malls, or any other retail venue you can

draw them back to, or away from.

DATA MEDIA MEASUREMENT

Budget $5,000

Total Impressions 508,333

Impressions by Ad Size

320x50 | 375,000300x250 | 83,333320x480 | 50,000

SAMPLE PACKAGE

Retail

& CUSTOM CREATIVE

0000 00 0000

EXAMPLE PACKAGE

Budget $5,000



320x50 | 375,000300x250 | 83,333320x480 | 50,000

Retail

FUEL YOUR AD CAMPAIGNS WITH MOBILEAutomotive advertising is competitive. Set your campaigns apart with stunning creative, refined audience targeting, premium media, and

sophisticated measurement tools exclusive to mobile. We provide you with everything you need to deliver the most accurate, contextual, and

effective automotive advertising on the market.

CREATIVE


TargetingPinpoint auto intenders

with more accurate

demographic and behavioral data.

Leverage this data to deliver relevant ads to

those consumers who are most likely to engage

with automotive offers.

Geo-fencingFind potential

customers based on

their current location.

Deliver ads to

consumers as they shop at your

competitors, consumers in your

area, or consumers in target locations.


customers who have

visited certain locations in the past. Consumers

who have visited competitors, auto

stores, car rentals, or any place that signals

intent to buy.


Budget $5,000



320x50 | 375,000300x250 | 83,333320x480 | 50,000

SAMPLE PACKAGE

Auto

& CUSTOM CREATIVE

EXAMPLE PACKAGE

0000 00 0000

Budget $5,000



320x50 | 375,000300x250 | 83,333320x480 | 50,000

Auto

IMPROVE YOUR GRADES WITH MOBILE

CREATIVE


TargetingPinpoint potential

students with more

accurate demographic

and behavioral data.

Leverage this data to

deliver relevant ads to

those consumers who

are most likely to pursue

higher education.

Geo-fencingFind potential attendees

based on their current

location. Deliver ads to

young adults who live

close to your campus,

as they sit in their high

school or JC classroom,

or as they walk around

a college campus.


students who have

visited certain

locations in the past.

People who have

have previously been

on your campus, other

campuses, or have

recently graduated

high school.


United States University’s target audience lives on mobile. Reach them -- and set your campaigns apart with stunning creative, refined targeting, premium media,

and sophisticated measurement tools exclusive to mobile. We provide you with everything you need to deliver the most accurate, contextual, and effective higher

education advertising on the market.

Budget $5,000



320x50 | 375,000300x250 | 83,333320x480 | 50,000

SAMPLE PACKAGE

Education

CUSTOM CREATIVE

0000 00 0000

Budget $5,000



320x50 | 375,000300x250 | 83,333320x480 | 50,000

SAMPLE PACKAGE

Education

Your Business Your Goals Your Journey...2016/08/20 · Geo-Fencing •Target specific locations...

Documents

Transcript of Your Business Your Goals Your Journey...2016/08/20 · Geo-Fencing •Target specific locations...