How much does location matter in mobile advertising?

Naveed Ahmad | CEO

AGENDA

1. ………………………………………………...Who are we?

2. ………………………………………………Geo Overview

3. ……………………………………Target Methodology

4. …………………………………………….Privacy Matters

5. …………………………………………………Case Studies

6. ………………………………………………….Beyond Geo

7. ……………………………………………...Key

Takeaways

Founded: 2010

Head office: Toronto, Canada

Satellite Offices: Vancouver, Dubai, London

Proprietary

state of the art

technology platform

Consistently

Outperform

Industry performance

benchmarks

Specialization

within the In-App

Advertising

Access to

global

in-app

inventory

Worked with

250+ of the

Fortune 500

BrandsOUR DIFFERENTIATIONS:

Targeting: Enhanced In App targeting methodologies.

App Retargeting

Geo targeting & Geo Retargeting

Gender and Age targeting

Audience Behavior profiling.

Business Intelligence: Transforming `Mobile Data’ into relevant data based on KPIs

Comprehensive Real Time Reporting Dashboard

Measuring user engagement beyond CTR metrics

Leveraging Data visualization tools to provide campaign insights

Creative: Transitioning Brands to a 'Mobile First' creative execution

Develop cutting edge Mobile Rich Media execution to ensure client engagement

Deliver all mobile ad creative formats ( Video, Rich Media, Native Ads,etc)

Provide creative analytics and advisory for mobile first execution

Certified partners with

DOES LOCATION MATTER?

In 2013, approximately 13% of requested campaigns included some sort of geo based targeting.

In 2014, 1 out 4 campaigns requested some sort of geo based targeting.

Source: Addictive Mobility EngageFront/Metamarket

179 MillionLocation Enabled

Daily Bid Requests

High Density Low Density

Monthly Bid Requests

Approx. 3/4 MillionLocation Enabled Daily Unique Users

SOURCES OF LOCATION DATA

ONLINE

• Mobile Device

• Publisher

• Carrier

• Beacon

• SSPs

• DMPs

OFFLINE

• Point of Interest

• Postal Code

TOP APP CATEGORIES THAT PROVIDE GPS LOCATION DATA

Source: Metamarket & Twitter Mopub

158M daily bids

110M daily bids

89.8M daily bids

18.6M daily bids

8.01M daily bids

ENTERTAINMENT & MUSIC

SOCIAL

LIFESTYLE & FITNESS

GAMING

NEWS & INFORMATION

PRECISION VS. SCALE P

recis

ion

Scale

Beacon

IP Address

Cell Tower Triangulation

GPS

According to one of the

largest mobile SSP

45% of all global in-app GPS

data is accurate.

METHODS OF COLLECTING MOBILE USER LOCATION DATA

BeaconPros:

• The system can provide location-discovery capabilities indoors and in dense urban areas.

Cons:

• Customers are reluctant to opt-in (Security & Privacy)

• Difficult to scale

• Device bluetooth connection must be turned on.

Cell Tower Triangulation

Pros:

• A general location of a phone can be roughly determined to an accuracy of 200-1000 meters.

Cons:

• Distance is estimated based on signal strength and the round-trip time of the signal.

• Not a very accurate measurement, especially in rural areas where there can be lots of reflections and interference.

IP AddressPros:

• IP addresses requires nothing but an Internet connection: no cell signal, no GPS.

Cons:

• Only accurate to the metro or zip code level.

GPS

Pros:

• All modern smartphones have GPS capability. The signal is geo-precise, timely, and does not require sign-in like Wi-Fi; it is passively active if the consumer has opted in to allow access to this information.

Cons:

• Has limitations when used indoors due to interference with building structures.

• SSP SDK has to be able to get location data from the publisher.

RESPONSIBLE USE OF MOBILE LOCATION TARGETING

Mobile Device3 Levels of Opt-in

Process gatesApp Store In-App

TRUSTe Certified Protect consumer privacy and clearly inform users about the collection and use of information when using your services.

.

Opt-out Mechanism

A process by which a Subscriber may exercise his or her right to Opt-out from receiving any future mobile advertisements.

CASE STUDY

CTR was 190%above average industry benchmark

4,673 users clicked Find Store

Geo-fenced dealers store within 7.5kmproximity

Auto Dealership

Campaign Length: 38 Days

CASE STUDY

Targeted all of

Quebec and CTR

was 1.55%

Re-targetedMovie Goers and saw

an upward lift in

performance by 39%

Objective was to Drive

Awareness and Box Office Revenue

TheatricalMovie

Theatres

Campaign Length: 12 Days

CASE STUDY

Clothing Retailer

Geo-fenced CommutersTargeted all of GTA

CTR: 1.08% CTR: 6.85%

Campaign Length: 28 Days

Combining geo data with other methods of targeting on mobile

Addictive Mobility uses the term True Target: Take all aspects of a user’s

mobile experience and target based on the 4 major values of that

experience.

OPTIMAL TARGET

LOCATION

DEMOGRAPHIC

DAYPART ENGAGEMENT

Location: Hyper-location leverages the users geographical behaviour to decipher

points of interest.

Engagement:Engagement is based on the users choice of apps and ad engagement

within the past 24 hours.

Time:Time of day, day of week is measured against engagement and location to

understand when and where is the best time to serve ads to each individual user.

Demographic:Age and gender targeting using 1st party data and predictive modeling.

Audience Profiling (Gender, Age, HHI)

TRUE TARGETING

USING GPS LOCATION DATA TO LIFT MOBILE ADVERTISING PERFORMANCE

• Creative execution plays a vital role in the success of location based campaigns.

CASE STUDY

Objective: Drive foot traffic to the branch.

Campaign Length: 16 Days

Markets: Canada National

Target: Affluent Audience

Strategy: Dynamic Store Locator

464Intent to Visit

DATA VISUALIZATION

Objective: Drive foot traffic to the grand opening of Winners store.

Campaign Length: 28 Days

Markets: London, ON

Target: Shoppers

Strategy: Geo-fenced the Winners Store

Heat Map

CLICKSIMPRESSIONS

CASE STUDY

Objective: Drive traffic to Mr. Lube locations by providing a $10 coupon.

Campaign Length: 31 Days

Markets: Canada National, English Only

Target: Vehicle Owners

Strategy: Geo-fenced all Mr. Lube stores

240Intent to Visit

KEY TAKEAWAYS

Publishers/ SSPs will need to continue to improve the accuracy of the geo data provided to their DSP and DMP partners.

Geo-Targeting, although very relevant, should not be the only approach to building in-app audience profiles.

Finding the target audience is one thing, creative delivery of the message is equally as important.

Programmatic buying of impressions based on geo-targeting techniques will be the next frontier.

THANK YOU