lsa15: advanced uses of mobile location
TRANSCRIPT
TRADIT IONAL ‘REALT IME ’ GEOFENCING
L ISBON AIRPORT (FACTUAL DATA)
HONG KONG AIRPORT (FL ICKR C.2008)
HONG KONG AIRPORT ( FL ICKR)
ST JOHNS CENTER, ATLANTA
GEOPULSE AUDIENCE: GEOGRAPHIC RETARGET ING
Segment: Lives in Santa Monica, CA Segment: Business Traveler Segment: Quick-Serve Restaurant Diner
Coordinates clustered around a single city, including
early morning and evenings on weekdays; sporadic
usage on weekends.
Coordinates regularly clustered around LAX airport on
Monday mornings and Thursday evenings.
Coordinates clustered around fast food restaurants
numerous times throughout a week.
A BRIDGE TOO FAR…
TARGET-ON-TARGET, ATLANTA, GA
Mobility Data and Solutions
04.22.15
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The “right” audience is a moving target that needs constant monitoring
Cross-Device Predictive Marketing
TRUE CROSS-PLATFORM CAMPAIGNS
1st Party
CRM
Location
Lifestyle
Device/Apps
3rd Party
Context
DATASOURCES
BRAND SIGNAL
+
+
+
+
REAL-TIMEFEEDBACK
HUMAN &AUTOMATED
OPTIMIZATION
✓
✓
✓
✕
AUDIENCEEXPANSION
40B I L L I O N
D A I L Y
98%OF OUR AUDIENCES ARE
RANKED & SCORED IN
24H O U R S
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Across devices in different places and times throughout the day
We Capture Data Constantly
6AM 7AM 8AM
11AM12PM
7PM8PM
12AM
4PM
9AM
2PM
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Leverage the Location Data: Mobile Infusion
We've mapped
over 650,000
LOCATIONS
across the US
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Mobile Location Infusion: Cross Platform Audiences
CAPTURE DELIVER ANALYZEMATCH
Capture real-time mobile
location behaviorUse Dstillery CrossWalk to
match to all user devicesDeliver advertising to cross-
device audiencesProvide cross-device
measurement and metrics
© 2015 Dstillery. All Rights Reserved. Proprietary and Confidential
Mobile Location Infusion: Cross-Device Reach
Reaching and Measuring Audiences Cross-Devices
© 2015 Dstillery. All Rights Reserved. Proprietary and Confidential
Cross-Device Place Visit Metrics
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Cross-Device Audience Metrics
Place Propensity for Store Visitors Place Propensity for Site Visitors
Brandscape for Site Visitors Brandscape for OOH Visitors
CLIENT LOGO
PIQ Primetime
The Connection of Mobile and TV Viewership data
PlaceIQ is the FIRST company to partner with Rentrak to deliver TV viewership targeting in mobile
PIQ Primetime
The Link Between Mobile And Television
Do mobile ads move the needle on TV viewership?
Do those exposed to an ad spend more time on a network or show?
Does viewership combined with mobile advertising increase
Place Visit Rate?
What can I learn about network viewers?
How Does PIQ PrimeTime Targeting Work?
Rentrak set-top-box data is matched to residences within a tile
PlaceIQ connects mobile devices to those tiles
We target the tiles that have the highest % of viewership
235+ network audiences
100% of the top Multichannel Video programming distributors
ACTUAL viewership from more than 25+ million set top boxes
Group 2: Group 3:
TV Measurement: Driving Store VisitsPlan for the Consumer, Not the Medium
Group 1:
Viewers of TV Channels where BrandX ads were running and received mobile advertising
Viewers of TV Channels where BrandX ads were running who received no mobile ads
Audiences who were not likely to view TV Channels where BrandX ads were running and received no mobile ads
Audiences exposed to a Fashion Retailer’s TV Ads were significantly more likely to be later seen at the store
L E AR N I N GS :
• Mobile targeting alone and mobile targeting with TV ad exposure both drove in-store visits
• Combining TV viewing behavior with shopper targeting resulted in 76% increase in visitation to
Retail
Mobile + TV Ad Exposure = Increased Retail Visitation
RESULTS:
For a major sports network, PIQ PrimeTime was used to target MLB Viewers and measure TV Tune-In
LEARNINGS:
• Targeting MLB Viewers resulted in a 24.4% increase in new viewership to
the sports network
• MLB Viewers who were exposed to the mobile ad spent an incremental 9
MINUTES watching the sports network
Mobile + TV Ad Exposure = Increased Tune-In
RESULTS:
Control Group Exposed Group
+24.4%
More tiles in the exposed
group tuned-in to the
sports network
OR
+5
percentage point increase
in tune-in among exposed
group
+20.5% of MLB Viewer
tiles that didn’t see an ad
but tuned-in
+25.5% of MLB Viewer tiles
that received an ad &
tuned-in
Control Group
36 mins of tune-in
Exposed Group
45 mins of tune-in
+9 minutes = increased
time spent
Average
Minutes