location-based marketing, analytics & attribution - chris...
TRANSCRIPT
MATTHEW DAVISVP Marketing | Reveal [email protected]
CHRIS WEATHERLYDirector Digital Sales & Operations | Capitol [email protected]
We turn location data from mobile devices into audience data for these sales teams
LOCATION BASED ADVERTISING
LOCATION TARGETING IN MOBILE APPS
GOING DEEP WITH TWO CASE STUDIES
NEW PRODUCT!
Presentation available after the webinar
GEOFENCING GEOTARGETINGTurn historical location data into retargeting audience
segments
Draw a circle or polygon around a location to serve ads or notifications
in that area in real-time
LOCATION DATA USES
ATTRIBUTIONMeasure devices that visit a location over time to gauge
online to offline impact
A FEW MOBILE LOCATION DATA COMPANIES
Desktop
LOCATION BASED ADVERTISING
Mobile Web Mobile App
LOCATION TARGETING ON DESKTOP
Run geotargeting on almost every campaign that’s not a sponsorship
Use DFP’s toolscity, zip code, statebuilt custom segments for counties
Cut out of state and out of market to eliminate waste
LOCATION TARGETING ON MOBILE WEB
Same methodology as desktop
Lat/long & IP based targeting
WRAL using Simpli.fi on both desktop and mobile web
LOCATION TARGETING IN MOBILE APPS
LOCATION ISTHE NEXTCOOKIE, RIGHT?
Lat/Long accurate to 100m for 32% of location requests
BUT…LAT/LONG DATA NEEDS HELP
HOW WE IMPROVE LOCATION DATA
Beacons accurate to 30m100% of the time
BEACON GROWTH FORECAST
500,000,000** By 2021, ABI Research
WHAT IS A BEACON & WHO INSTALLS THEM?
Very small, very affordable Installed today in 7M locations globally, including:
Macys | MLB | Apple Stores | Rite Aid | Airports | Malls
MOST KNOWN BEACON USE CASE
Proximity Marketing / Real-Time Engagement
BEACONS FOR AUDIENCE DATA
PRIVACY
Beacons Don’t Collect Data. Only Broadcast.User Must Share Location & Bluetooth Setting
OS Opt-outs for ad tracking honored
TECHNIQUES FOR LOCATION BASED TARGETINGGeotargeting with lat/long data
Geotargeting with beacons + lat/long data Install beacons at our advertisers
Geoconquest competitive locations
Target by home & work location
Target by location behaviors
Banner, Sponsored, Video, Push
BUILDING A LOCATION BASED AUDIENCE
STEP 3Right ad serves to right
person
STEP 1Build the audience in UI
STEP 2Integrated with DFP
TWO CASE STUDIES
Lonnie Poole Golf Course
Park West Village Shopping Center
Doubled CPM sales price
2X
HOW DO WE GET THERE?
SETTING THE STAGE
50% of Traffic is mobile
Facebook & Google capturing spend
Structure of Sales Team
NUMBER OF PROPERTIES – apps & sites
THE PLAYERS
Tim – AEChris – DirectorMissy - AdOps
Park West Village Lonnie Poole Golf Course
THE PITCH
Mobile a piece of overall strategyBring something new & creative
Use location & beacons
GOALS
More golfersMore awareness
More repeat visitorsMore data on audience
Park West Village Lonnie Poole Golf Course
TARGETING
Installed 3 beaconsGeofenced course
Already beacons at other golf coursesGeofenced other courses
Golf retail shoppers
Installed 20 beaconsGeofenced
Live within 2 miles
Park West Village Lonnie Poole Golf Course
GETTING AUDIENCE SCALEBeacons + lat/long data the one-two punch
Beacons at single location with low traffic – not enoughBeacons at state fair – oh yeah!
Look for beacons at competitors / similar locations
Geofence competitors and other locations
Target based upon location based behaviors, i.e. frequent shoppers
Add in home & work locations
GETS THE BALL ROLLING
SOCIAL DIRECTTurn your mobile audience into a social audience in 3 simple steps
MATTHEW DAVISVP Marketing | Reveal [email protected]
CHRIS WEATHERLYDirector Digital Sales & Operations | Capitol [email protected]