location-based marketing, analytics & attribution - chris...
TRANSCRIPT
![Page 1: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/1.jpg)
![Page 2: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/2.jpg)
MATTHEW DAVISVP Marketing | Reveal [email protected]
CHRIS WEATHERLYDirector Digital Sales & Operations | Capitol [email protected]
![Page 3: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/3.jpg)
We turn location data from mobile devices into audience data for these sales teams
![Page 4: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/4.jpg)
LOCATION BASED ADVERTISING
LOCATION TARGETING IN MOBILE APPS
GOING DEEP WITH TWO CASE STUDIES
NEW PRODUCT!
Presentation available after the webinar
![Page 5: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/5.jpg)
GEOFENCING GEOTARGETINGTurn historical location data into retargeting audience
segments
Draw a circle or polygon around a location to serve ads or notifications
in that area in real-time
LOCATION DATA USES
ATTRIBUTIONMeasure devices that visit a location over time to gauge
online to offline impact
![Page 6: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/6.jpg)
A FEW MOBILE LOCATION DATA COMPANIES
![Page 7: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/7.jpg)
Desktop
LOCATION BASED ADVERTISING
Mobile Web Mobile App
![Page 8: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/8.jpg)
LOCATION TARGETING ON DESKTOP
Run geotargeting on almost every campaign that’s not a sponsorship
Use DFP’s toolscity, zip code, statebuilt custom segments for counties
Cut out of state and out of market to eliminate waste
![Page 9: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/9.jpg)
LOCATION TARGETING ON MOBILE WEB
Same methodology as desktop
Lat/long & IP based targeting
WRAL using Simpli.fi on both desktop and mobile web
![Page 10: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/10.jpg)
LOCATION TARGETING IN MOBILE APPS
![Page 11: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/11.jpg)
LOCATION ISTHE NEXTCOOKIE, RIGHT?
![Page 12: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/12.jpg)
Lat/Long accurate to 100m for 32% of location requests
BUT…LAT/LONG DATA NEEDS HELP
![Page 13: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/13.jpg)
HOW WE IMPROVE LOCATION DATA
Beacons accurate to 30m100% of the time
![Page 14: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/14.jpg)
BEACON GROWTH FORECAST
500,000,000** By 2021, ABI Research
![Page 15: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/15.jpg)
WHAT IS A BEACON & WHO INSTALLS THEM?
Very small, very affordable Installed today in 7M locations globally, including:
Macys | MLB | Apple Stores | Rite Aid | Airports | Malls
![Page 16: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/16.jpg)
MOST KNOWN BEACON USE CASE
Proximity Marketing / Real-Time Engagement
![Page 17: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/17.jpg)
BEACONS FOR AUDIENCE DATA
![Page 18: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/18.jpg)
PRIVACY
Beacons Don’t Collect Data. Only Broadcast.User Must Share Location & Bluetooth Setting
OS Opt-outs for ad tracking honored
![Page 19: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/19.jpg)
TECHNIQUES FOR LOCATION BASED TARGETINGGeotargeting with lat/long data
Geotargeting with beacons + lat/long data Install beacons at our advertisers
Geoconquest competitive locations
Target by home & work location
Target by location behaviors
Banner, Sponsored, Video, Push
![Page 20: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/20.jpg)
BUILDING A LOCATION BASED AUDIENCE
STEP 3Right ad serves to right
person
STEP 1Build the audience in UI
STEP 2Integrated with DFP
![Page 21: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/21.jpg)
TWO CASE STUDIES
![Page 22: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/22.jpg)
Lonnie Poole Golf Course
Park West Village Shopping Center
Doubled CPM sales price
2X
![Page 23: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/23.jpg)
HOW DO WE GET THERE?
![Page 24: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/24.jpg)
SETTING THE STAGE
50% of Traffic is mobile
Facebook & Google capturing spend
Structure of Sales Team
NUMBER OF PROPERTIES – apps & sites
![Page 25: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/25.jpg)
THE PLAYERS
Tim – AEChris – DirectorMissy - AdOps
Park West Village Lonnie Poole Golf Course
![Page 26: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/26.jpg)
THE PITCH
Mobile a piece of overall strategyBring something new & creative
Use location & beacons
![Page 27: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/27.jpg)
GOALS
More golfersMore awareness
More repeat visitorsMore data on audience
Park West Village Lonnie Poole Golf Course
![Page 28: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/28.jpg)
TARGETING
Installed 3 beaconsGeofenced course
Already beacons at other golf coursesGeofenced other courses
Golf retail shoppers
Installed 20 beaconsGeofenced
Live within 2 miles
Park West Village Lonnie Poole Golf Course
![Page 29: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/29.jpg)
GETTING AUDIENCE SCALEBeacons + lat/long data the one-two punch
Beacons at single location with low traffic – not enoughBeacons at state fair – oh yeah!
Look for beacons at competitors / similar locations
Geofence competitors and other locations
Target based upon location based behaviors, i.e. frequent shoppers
Add in home & work locations
![Page 30: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/30.jpg)
GETS THE BALL ROLLING
![Page 31: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/31.jpg)
SOCIAL DIRECTTurn your mobile audience into a social audience in 3 simple steps
![Page 32: Location-Based Marketing, Analytics & Attribution - CHRIS …revealmobile.com/wp-content/uploads/2016/12/Two-Geo... · 2016. 12. 9. · campaign that’s not a sponsorship Use DFP’s](https://reader035.vdocument.in/reader035/viewer/2022071017/5fd030e88236bb2fdf2ffac8/html5/thumbnails/32.jpg)
MATTHEW DAVISVP Marketing | Reveal [email protected]
CHRIS WEATHERLYDirector Digital Sales & Operations | Capitol [email protected]