sponsor breakfast presentation by verve
DESCRIPTION
THE ADVERTISER CHALLENGE, SOLVED: DRIVING FOOT TRAFFIC WITH MOBILE James Smith, Chief Revenue Officer of Verve, the leader in location-based mobile advertising, will explain how the strategiccombination of quality location and audience data is driving consumer foot traffic to brick-and-mortar locations. In this session, James will review location relevant case studies from Verve's advertiser partners across key industries, such as retail. Presenter: James Smith, Chief Revenue Officer, Verve MobileTRANSCRIPT
. 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”
MOBILE ADVERVETISING
VERVEMOBILE.COM
Twitter: @vervemobileFacebook: facebook.com/VerveMobileLinkedIn: linkedin.com/company/VerveMobile