mobile advertising | hyper-local targeting, hyper-performing results

Mobile Advertising

HYPER-LOCAL TARGETING.HYPER-PERFORMING RESULTS.

1. WHY LOCATION MATTERS FOR MOBILE 2. WHERE MOBILE TRAFFIC COMES FROM

3. HOW WE USED LOCATION FOR SUCCESS1

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BOUGHT LARGEST MOBILE BUY TO THAT POINT.

2011

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LAUNCHED MEDIATIVE MOBILE AD NETWORK.

JAN 2012

LOCATION IS EVERYTHING.

JUNE 2012

The Marketer’s Holy Grail:TARGETING SHOPPERS OUTSIDE YOUR STORE

2012 was the perfect storm:INCREASE OF SMARTPHONE USERS

INFLUX OF MOBILE PUBLISHERS

TESTED GEO TARGETING.

AUG 2012

BUILT 10KM GEOZONES around 5 GTA Walmart stores

DIFFERENTIATED MESSAGING per geo-located Walmart store

3 weeksOver 1M impressions.

Nominal increase over industry benchmark of 0.57%

0.60% CTR.

Needed to get in a consumer state of mindAs a shopper, what motives & drives me?

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MOBILE ISN’T THE SAME AS DESKTOP BECAUSE OF

MOVEMENT.

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WANTS & NEEDS CHANGE THROUGHOUT THE DAYWHY WASTE IMPRESSIONS WHEN YOUR PRODUCTS AREN’T WANTED?

Intent varies when consumer is at work, relaxing or on the go.

External factors impact how consumers feel and what they want /need now.

Consumer motivations vary greatly at different times in the day

ENVIRONMENT MATTERS.

LOCATION MATTERS.

TIMEMATTERS.

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1 A audience strategy outlining locations, environments and times consumers will want 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 RTB ad pushes when a user opens up a mobile page/app and conditions (2) and (3) meet the strategy defined in (1).

HOW IT WORKSHYPER-TARGETING. HYPER-OPTIMIZATION.

Targeting Business Districts.

From 3PM to 6 PM.

1.10% CTR.

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Targeting Pools.On 2012’s Hottest Day of the

Summer.

1.75% CTR.

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1. WHY LOCATION MATTERS FOR MOBILE 2. WHERE MOBILE TRAFFIC COMES FROM

3. HOW WE USED LOCATION FOR SUCCESS1

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3

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impressions a week

22M

from ON

49%from QC

25%from BC

10%

from AB

9%

• 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

LIFESTYLE ZONES

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of all Cdn QSR traffic comes from

coffee chains 40%1.4X

more traffic (average per location) in

Starbucks than in Tim Hortons2.8

X

more traffic (average per location) in

Second Cup than in Starbucks

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Cdn auto dealership mobile traffic comes from

Mercedes, BMW, Audi, Toyota, Mazda

MOST4.0X

more traffic (average per location) in

Toyota than in Chrysler

4.1X

more traffic (average per location) in

Mercedes than in Audi

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60%

of all grocery-driven mobile traffic comes from

Loblaws and Safeway locations

1.7X

more mobile traffic (average per location) in

Costco than any other grocer

1.1X

more mobile traffic (average per location) in

Costco stores than in Walmart

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4.5X

more mobile traffic (average per location) in

Indigo than any other store brand2.5

X

more mobile traffic (average per location) in

Ikea than in Winners/Homesense

19X

more mobile traffic (average per location) in

Best Buy than Apple Stores

3.6X

more mobile traffic (average per location) in

The Bay than in Sears

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1. WHY LOCATION MATTERS FOR MOBILE 2. WHERE MOBILE TRAFFIC COMES FROM

3. HOW WE USED LOCATION FOR SUCCESS1

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1 YEAR70 ADVERTISERS

320x50 banners

HYPER-LOCAL for a

A MOBILE SERVICE PROVIDER

OBJECTIVE:INCREASE ENGAGEMENT WITH YOUNG, HIP, TRENDY TARGET

OBJECTIVE:INCREASE ENGAGEMENT WITH YOUNG, HIP, TRENDY TARGET

REACH MASS AUDIENCE: STAMPEDE1

REACH IN-MARKET CONSUMERS: OSHEAGA

REACH IN-MARKET CONSUMERS @ PARTNER RETAILERS

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REACH MASS AUDIENCE: STAMPEDE1

0.22% CTR(vs. 0.47% telecom standard)

only 31,755 impdelivered due to crowd density

WANNA WIN A NEW SMARTPHONE?

REACH MASS AUDIENCE: OSHEAGA2

0.24% CTR(vs. 0.47% telecom standard)

only 229,228 impdelivered due to crowd density

FOLLOW US ON INSTAGRAM TO WIN AT OSHEAGA!

REACH IN-MARKET CONSUMER: H&M3

0.89% CTR(vs. 0.47% telecom standard)

SWITCH TO OUR PHONE & GET 20% OFF AT H&M

AUTO MAINTENANCE SERVICE

Targeted ads in Garages.

Avg Mobile CTR for Automotive = 0.19%

We delivered a CTR = 1.00%

FAST FOOD RESTAURANT

Targeted ads in Business Districts.before Breakfast & Lunch.

Avg Mobile CTR for Restaurants = 0.44%

We delivered a CTR = 0.69%

FAST FOOD RESTAURANT

Targeted ads in Hotels.before Breakfast & Lunch.

Avg Mobile CTR for Restaurants = 0.44%

We delivered a CTR = 1.52%

BABY PRODUCTSTargeted ads to New Parents in

Baby Shops & Prenatal Clinics.

We delivered a CTR = 0.98%

Location isn’t important only for stores.

BRANDS NEED TO THINK LOCAL TOO.

where your customer is most receptive to your

offer.

Access our Thought Leadership on Local Marketing

Mediative.com/Resources