the hylomo competitive landscape positioning mediative in the market

The HyLoMo Competitive LandscapePositioning Mediative in the MarketJustin Sanders

Justin SandersMarketing GeneralistMediative

Laura CristescuPRODUCT MANAGERMediative

AGENDAKey take aways…

1. What are the industry metrics & what is the new trend in HyLoMo

2. Mediative’s competitors in the Canadian Market & their price3. The technology providers and their capabilities in the U.S. &

Canada4. What is next for mobile advertising?

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Key Industry Success Factors

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PRECISION

LISTINGS DATA

PERFORMANCE

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Clicks to impressions in display advertising. Clicks to delivery rate, or

open rate, in email marketing.

NOWKey Performance Benchmarks: Click-Through-Rate

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THE FUTUREKey Performance Benchmarks: Lift

The increase in foot traffic at a brick and mortar location as a result of exposure to a targeted mobile ad

MEDIATIVE’S COMPETITORS IN THE CANADIAN MARKET

Predominantly active in digital out of home (DOOH) advertising

• Average to high CTR performance• Compatible with multiple platforms• Affordable Services: $4-9 per CPM under 2 km

$3-8 RON CPM

Strengths

• Reliance on 3rd Party Listings Data• Geo-Targeting based on DOOH Strategy*• Broad Geo-Fencing Capabilities: Down to a 1 km radius

WeaknessesPrecision: Low

Performance: Moderate/High

75% of advertising inventory hosted in-app

• Relatively precise Geo-Fencing capabilities: Down to 500m radii• Affordable Services: $9-12 per CPM *

Strengths

• Reliance on 3rd Party Listings Data• HyLoMo campaign performance is not explicitly stated

WeaknessesPrecision: Moderate

Performance: Moderate

The technology providers and their capabilities in the U.S. & Canada

• 1st hand location data - Telenav

• The ability to distinguish individual characteristics based on Mobile Tracking

• 1st Hand Telenav Locations data & Access to Yellow API• Highly precise Geo-Fencing capabilities: Down to 100m Tiles• Consistently Higher than industry average CTRs• Mobile re-targeting• Affordable Services: $4 - 7 per CPM

Strengths

• Does not offer the Lift performance metric• Slow responsiveness to Mediative requests

WeaknessesPrecision: Moderate/High

Performance: High

Location: A Real-World Cookie

Sephora

Safeway

Ann Taylor

McDonald’sHome

Wells Fargo

Leading Location-Powered Mobile Advertising & Data Platform

Audience Defined by Location

Unique Footprint

Location Graph™ Platform

Delivering Better Results

Mobile/TabletPast & Present Data

1:1 Targeting at Scale

Drive to Store Attribution

NinthDecimal’s Unique Approach

Store Visits0%

20%

40%

60%

80%

100%Campaign

Driven Visits

Make Sure Audience Platform is PrecisePlace Centric Approach

In Shopping District

Build a Platform Designed for Precise Data from the Start

People Centric ApproachIn Shopping District,

In ArmaniIn Back of Store

Location Conversion Index™“Location Conversion Index™ (LCI) is the Industry’s first mobile ROI metric that measures actual increase of in-store visits. LCI™ helps Marketers understand how their mobile ad

spend influences consumer behavior on the go.”

• Store Level Geo-Fencing Capabilities • Strong Implementation of Lift metric: Location Conversion

Index (LCI)• Affordable Services: $3-6 per CPM

Strengths

• 3rd Party Listings Data sources

WeaknessesPrecision: High

Performance: Moderate/High

•Cross-Screen delivery ad content on mobile phones, tablets and digital signage (DOOH).

•5 billion monthly location-based ad impressions in games, apps, local news and other websites.

•Access to 5 billion monthly location-based ad impressions• Compatible with multiple platforms (Mobile & DOOH)• Affordable Services: $4 per CPM

Strengths

• 3rd Party Listings Data sources• Broad Geo-Fencing Capabilities: 1.5 square mile tiles• Not using the Lift metric• Tests demonstrate extremely poor performance

WeaknessesPrecision: Moderate

Performance: Moderate/High

• Implementing Lift metric: Placed Attribution• Considerable Lift campaign performance• Affordable Services: $3-6 per CPM

Strengths

• Qualitative panel based data provides a weak Lift metric• 3rd Party Listings Data sources

WeaknessesPrecision: Moderate

Performance: Moderate

• Implementing Lift metric: Store Visitation Lift (SVL)• Implementing SmartFences en lieu of traditional Geo-Fence• CTR performance roughly equivalent to ThinkNear• Affordable Services: $3-6 per CPM

Strengths

• Qualitative panel based data provides a weak Lift metric• 3rd Party Listings Data sources

WeaknessesPrecision: High

Performance: Moderate/High

• In-Store mapping and Geo-Fencing technology• Reaches customer at exact point of purchase decision• Proprietary 1st hand Listings Data• Exclusive in-door mapping technology: Project Tango

Strengths

• Not yet available• Requires investment in compatible mobile devices (projected availability: 2015) • Impression levels become increasingly constrained in smaller/aisle environments Weaknesse

sPrecision: High

Performance: -

Positioning Mediative in the Market…

HYPER-LOCAL MOBILE DISPLAYdelivering mobile display to shoppers in situations where they are open

to new purchase ideas or are at the point of choosing what to buy.

2013Sales Target: $600KActual Year-End: $1.35M from 75 advertisers

2014Sales Target: $2.2MActual to Date: $1.8M from 99 advertisers

We’ve generated demand. Now its time to scale.

• Exclusive access to Yellow API listings Data • Highly precise Geo-Fencing capabilities: Down to 100m tiles• Effective targeting: Nationwide Pre-Built Lifestyle-Zones• Consistently Higher than industry average CTRs

Strengths

• Relatively High Price: $15 – 20 per CPM

WeaknessesPrecision: High

Performance: High

Industry average CTR = 0.19%

Campaign CTR = 1.60%

Difference = 1.41% CADILLAC

Industry average CTR = 0.44%

Campaign CTR = 0.96%

Difference = 0.52% Cob’s Bread

Industry average CTR = 0.05%

Campaign CTR = 0.97%

Difference = 0.92% Once Upon a child

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Mediative HyLoMo Successes…

• Business Districts• Airports• Hotels• Conference Centres

• Universities• Nightlife Zones• Casinos/Racetracks• Movie Theatres

• Residential Zones/The Suburbs

• Nurseries & Daycare • Pools & Parks• Elementary & High

Schools

• Auto Dealerships• Garage & Repair

Centres

• Grocery Stores

• Hospitals & Clinics• Gyms & Fitness

Centers

• Home Renovation Stores

• Real Estate Agents

• Financial Institutions

• Shopping Malls• Electronic Stores

• Yoga, Pilates & Dance Studios

• Spas & Hair Salons

• Sports Arenas• Pubs & Bars

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THE GEO-ZONES WE’VE ALREADY BUILT

GIVEN OUR PROPRIETARY ACCESS TO YELLOW PAGES LOCATION DATA, WE CAN EASILY BUILD CUSTOM ZONES AS PER YOUR CAMPAIGN OBJECTIVES.

VISIT HYLOMO.MEDIATIVE.COM TO DISCOVER NUMBER OF IMPRESSIONS BY ZONE.

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Moving Forward…

1. The Lift performance benchmark is growing in popularity. A combination of both CTR and Lift should be considered for a more encompassing performance indication.

2. Future mobile tracking technology will enable improved consumer targeting mobile device movement patterns in the market.

Thank you.

Questions?