sponsor breakfast presentation by verve

. DRIVING FOOT TRAFFIC:LEARNINGS ON LOCATION POWERED MEDIA* .* A n d o t h e r r e a l l y i m p o r t a n t s t u f f …

PRESENTATION FOR

Mobile Insider Summit

Hello. I am James Smith.

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LAKE TAHOE:

Where all these celebrities own a home

Sammy Hagar

Alanis Morissette

Robin Williams

Leonard Nimoy

Cher

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DO YOU REMEMBER?

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Dr. Martin Cooper of Motorola made the first mobile phone call in 1973.

The phone weighed 2.5lbs.

10 hours to charge.

Talk time was 30 minute.

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IT’S IMPOSSIBLE TO MAKE IT LIGHTER

THEIR ARM WILL FALL OFF BEFORE THEY HOLD THIS THING FOR 30 MINS

NOBODY WANTS TO CARRY A PHONE WITH THEM AT ALL TIMES

When asked what people would do after 30 mins, Dr Cooper shrugged and said:

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Mobile has come a long way….

DEVICELOCATION

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LOCATION TELLS US A LOT

LAKE TAHOE

(39.0917° N, 120.0417° W)

YOU ARE HERE

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ABOUT CONSUMER BEHAVIOR OVER TIME:

SANDY’S PUB

(39.0216° N, 120.593° W)

YOU WERE THERE LAST NIGHT*

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LEARNING #1:

In which lat-long does Verve see the most consumers at 3:00 am on Sat night?

A. Grays Papaya, NYC (40.714353° N, 74.005973° W)

B. Pinks (Dogs and Burgers), Hollywood (34.092809° N, 118.328661° W)

C. Wiener Dog, Chicago (41.878114° N, 87.629798° W)

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ANSWER:

“Pinks”

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SOME LEARNINGS ONLOCATION POWEREDMOBILE ADVERTISING.

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HAVING YOUR OWNSTUFF (INVENTORY)MATTERS

LEARNINGS ON LOCATION BASED MEDIA

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“On-platform” inventory is crucial to results.

• 1st party data• High quality lat / long location data• Historical information on what works,

on what sites when, where, and how

LEARNINGS ON LOCATION BASED MEDIA

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EXCHANGE:“An act of giving one thing* in exchange for…”

*THAT “ONE THING” IS NOT GREAT LOCATION DATA

LEARNINGS ON LOCATION BASED MEDIA

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A PORTFOLIO APPROACHIS A SMARTER APPROACH

LEARNINGS ON LOCATION BASED MEDIA

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• Geo-fencing• Geo-conquesting• Geo retargeting• Location-based audience segments• 3rd party audience targeting overlays• Geo-daypart• Predictive geo-fencing

And more…

USE MULTIPLE TACTICS: “No one size fits all”

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PLUS A LITTLE HELP FROM OUR FRIENDS…

LEARNINGS ON LOCATION BASED MEDIA

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THIRD-PARTY PROVIDERS

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LEARNING:

Where would Verve see the most people on a weekend out of the following three places?

A. Michigan Stadium (42.265876° N, 83.747929° W)

B. Rose Bowl (34.161321° N, 118.167631° W)

C. Met Life (40.813549° N, 74.074459° W)

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ANSWER:

“Michigan Stadium”

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LOCATION LEARNINGS BY CATEGORY

LEARNINGS ON LOCATION BASED MEDIA

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QSR / CASUAL DINING

# 3 in use of location-powered media

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Product PromotionDrive foot traffic

QSR/CDR: GOALS

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QSR/CDR campaigns that used location data performed 2x better*

QSR/CDR: LOCATION PERFORMS

* 70% of category impressions used location data. Avg. ctr: 1.21%

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QSR/CDR MOST POPULAR TACTICS

55%28%

17%

Geo-aware with tap to nearest loca-tion

Geo-fence/Geo-Conquesting

Location-based Audience Targeting

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CASE STUDY

McDonald’sFish McBites new menu item launch

GOALDrive consumers into McDonald’s restaurants to try the new Fish McBites

STRATEGYGeo-fence restaurant locations, leverage dynamic geo-aware ad units with expandable map

RESULTDynamic placements performed 2.5-4x higher than the mobile industry average.

CTR : 1.88%

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QSR/CDR: HIGHEST PERFORMINGAUDIENCE SEGMENTS

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RETAIL:BIG BOX, CE, CONVENIENCEAND SPECIALTY

# 2 in use of location-powered media

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General foot trafficSpecial promotion periods / salesRegional heavy-ups / franchise supportStore / location openingsCo-Op

RETAIL: GOALS

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Campaigns that used location data performed 2x better

Retail is strongest in location-basedperformance CTR lift overall

RETAIL: LOCATION MEDIA PERFORMS

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MOST POPULAR TACTICS

Geo fencing / Geo-conquesting locations

Location based demographic targeting with geo-aware creative

Use of 3rd party audience data overlayed on location

Dayparting combined with Geo aware creative

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CASE STUDY

H&MDavid Beckham Bodywear

GOALDrive foot traffic to stores and mobile sweepstakes participation

STRATEGYGeo-fence store locations, integrate social media campaignRESULTVerve helped drive thousands of Beckham fans to select retail locations

CTR : 2.3%

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CASE STUDY

ZALESHoliday Sale Event

GOALDrive foot traffic to stores and promote jewelry

STRATEGYGeo-fence store locations and geo-conquest competitor locations

RESULTVerve helped drive thousands of holiday shoppers to Zales stores

CTR : 0.70%

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CASE STUDY

MACY’SProm Sale Event

GOALDrive foot traffic to Macy’s stores during Prom Events

STRATEGYGeo-fence store locations

RESULTVerve helped drive thousands of consumers to the Macy’s Prom Sale Event

CTR : 0.61%

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AUTO

#1 in use of location-powered media

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Drive foot traffic onto their lot and away from competitor’s lots.

Drive foot traffic back into their lots.

Target in-market buyers, where they live.

GOALS

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Campaigns that used location data performed 2x better.

LOCATION MEDIA PERFORMS

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MOST POPULAR TACTICS

Geo fencing / Geo-conquesting dealerships

Geo-retargeting people that have been to theirand competitive dealerships

Targeting key zips for specific models basedon Polk sales data

Location target in-market intenders via Polk

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LEARNING :

In which lat-long does the celebrity who wins “train wreck but we can’t stop watching award,” officially live?

A. Beverly Gen, CA (34.107716° N, 118.442596° W)

B. Long Island, NY(40.789142° N, 73.134960° W)

C. NY, NY (40.714353° N, 74.005973° W)

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ANSWER:

“Long Island, NY”

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