IAB Canada Metrics 2015 - The Art and Science of Hyper Local - Dilshan Kathriarachchi

The art and science of hyper local metrics. insights. results.

3rd of December, 2015

Thank you for being here today

Toronto

Presenter:

Dilshan Kathriarachchi CTO, EQ Works

Dilshan Kathriarachchi

LOCATION. SO WHAT?should marketers be excited about second gen. hyper-local

Hyper-Local. So What? Should marketers me excited about second gen hyper-local?

WHY?

OFFLINETO

ONLINE

RE-ENGAGE

RELEVANCE

AUDIENCE

HYPER-LOCAL AUDIENCEcore components of a hyper-local campaign

Hyper-Local. So What? Should marketers me excited about second gen hyper-local?

Time + Place

Capture your audience at the right moment and at

the right time

Behaviour

Target audiences that exhibit unique behaviour

important to you

Apps + Content

Find your audience next to mobile content that is

contextually relevant to you

GEO FRAUDfraudulent geo-coordinates being generated

Pitfalls of Location Data Is all location data the same? Of course not!

21% Geo Fraud

12% Centroids

5% Randomized

3% Complex

1% Other

Geo Fraud Awarenessgreatest challenge with hyper-local

GEO FRAUDfraudulent geo-coordinates being generated


CLEAN UPhow to eliminate geo fraud


2% RANDOMIZEDDEVICE

devices with historically fraud behaviour

HYPER-LOCAL AD first contact

3%RANDOMIZED

PUBLISHER is this a fraudulent publisher?

12%CENTROID

DETECTION obvious fraud

2%WATER-BODY

CHECK is the bid request over water?

1% INACCURATE GPS historically accurate device

POINTS OF INTERESTphysical locations as behavioural beacons

Quick ServiceRestaurant

Coffee Shops

Public Transit

Retail Shops Banks Sports Venues Tourist Movie Theatres Fine Dining Fitness

CAPTURE AD OPPORTUNITIES AROUND POINTS OF INTEREST

PROXIMITY & AUDIENCEtarget frequent visitors to a location or chain

100 meters

25% OF STORE VISITS

Can be targeted with Proximity

Emergent Behaviour Exploring hidden behavioural trends in location data

CROSS BORDER TRAVELLERSidentify frequent travellers to the US


INTERNATIONAL TRAVELLERidentifying globe trotters

+


SMALL BUSINESS OWNERSreach small business owners with hyper-local


100+ visits 20+ visits 1 - 5 visits

Business Owners Regulars Walk-ins

BEHAVIOURAL INCOMEPersonalized messaging around proximity and context

Groceries

Where you buy your groceries is a great

indicator of household income

DiscretionarySpending

How you choose to spend your disposable

income

Dining

The price tiers associated with the restaurants you

frequent


BEHAVIOURAL INCOMEPersonalized messaging around proximity and context


AT HOMEactivity footprint for a home location

15Strategies Using data to solve advertiser problems.

mon

tue

wed

thu

fri

sat

sun

AT WORKactivity footprint for a place of work

mon

tue

wed

thu

fri

sat

sun

Strategies Using data to solve advertiser problems.

MALL TRAFFICneighbourhood aware reporting


PROXIMITY DRIVEN MESSAGINGPersonalized messaging around proximity and context

Messaging to book an appointmentrich creative for in-‐ad appointments

>7 kilometers

>2 kilometers

<2 kilometers

* distance to nearest relevant location from user

Awareness messaging for Productsresearch tools like mortgage calculators

Drive users towards walk insdirections and opening hours


HYPER-LOCAL METRICShow to measure your hyper-local campaigns

Optimizing for Local Closed-loop optimization with powerful Hyper-Local targeting

STORE VISITSLOCATION AFFINITY

POST-ENGAGEMENT

BEHAVIOURAUDIENCE

MULTI-LAYERED FILTERtrickle-down filters for hyper-local


Geo Fraud elimination

Apps & Viewability

Type of Location

Time of Day and Weather

Audience & Behaviour

OPTIMIZING LOCALdetecting pockets of performance


1. Learning Each campaign begins life by going through a controlled learning period.

2. Audience Building Learning data is mined to iden=fy ac=onable audiences and key POIs

4. Prospec=ng Based on user behaviour, iden=fy users with the highest

probability of engaging and most ac=ve loca=ons..

5. Retarge=ng Using semi-‐persistent DeviceIDs and device fingerprints, we retarget prospec=ve users.

6. Engagement Drive users towards conversions and re-‐

engagements with trends passed to learning.

3. Op=miza=on Mul=-‐layered op=miza=on trims audiences down to their most effec=ve.

Thank You

for your precious time and attention

Please don’t hesitate

Questions

Marketing

IAB Canada Metrics 2015 - The Art and Science of Hyper Local - Dilshan Kathriarachchi