LSA15: Winning the Last Mile

The Evolution of LocationLoren Hillberg | President & GM | April 2015

15

o Location

Technology

Specialists

o Mobile Marketing

Platform

o Public Company

(TNAV)

ev-o-lu-tion

vv

White

African American

Asian

Hispanic

HHI > $100K DENSITY: LOS ANGELES

>300 BILLION DATA POINTS PER

MONTH

180 MILLION SMARTPHONE USERS

IN THE U.S.

60 LOCATION DATA POINTS PER PERSON, PER DAY

Contextual Location Targeting:Wednesday, 7:42PM, Wrigley Field

3rd Party Data Profile Targeting:Owns an Acura, Purchases Crest,

Male/Female

Behavioral Location Targeting:Frequent Dining, Boutique Men’s Wear,

Concert-Goer

Demographic Location Targeting:HHI, Age, Ethnicity, Life Stage

Can a CPG brand

leverage location

data to connect with

their audience?

Objectives:

o Engage with outdoor enthusiasts

o Focus on a health-conscious

consumers

o Look beyond “the click”

Group 1:

Control Group

DMA Targeting

Group 2:

Location Based

Audiences

Group 3:

Audience +

Dynamic Creative

+30%Post-Click

Engagement

+8% CTR with Location-

Based Audiences

+11% CTR with Dynamic

Creative

Thank you!

Loren Hillberg

President & GM

@Lhillberg

Programmatic Media Solutions:Geo-Targeting Your Ads

Example: QSR Restaurant

Restaurant wants to focus impressions based on proximity to location

Media targets specific zip codes, tiering bidding based on proximity

Platform enables “Radial Targeting,” where bids are tiered based on proximity to store location

Bid $1

Bid $2

Bid $3

Targeting 1st party audiences across all household devices via Household Extension, leveraging IP targeting to reach prospects across screens.

Prospective customer visits your local website

Ad served on phone

Ad also served on tablet

Household Extension IP Targeting

Jersey Mike’s wants to target ads for its catering to local companies with 100+ employees

Jersey Mike’s GM decides which local companies he wants to target for catering

IP Targeting to Locations

Jersey Mike’s runs online ads promoting their local catering menu

Local companies get ads served onlyto their unique IPand employees

• IP address targeting is less accurate with mobile:

• A given user connects to several IP servers over the course of a day

• IP address can be a WIFI network like a coffee shop or an airport with multiple users

• IP addresses may also resolve to a carrier IP address which is extremely inaccurate.

• For Mobile SDK enabled targeting passes true lat/long data

Geo targeting inventory is mostly IP based and not accurate. SDK targeting gives us the advantage to true lat/long location data.

Mobile Location Targeting

Pre Roll Video Targeting

• Only pay when watched• Geo Targeted• Cross Device View• YouTube Analytics

Local Marketing Tactics – Must Do’s

SEO Social SEM

Combined Approach

Search Engine Marketing (SEM)

• Pay-Per-Click (PPC)• Google Display Network (GDN)• YouTube Ads

Local Marketing Tactics – Must Do’s

Search Engine Optimization (SEO)

• Website Optimization• Content Creation• Citations• Online Reviews• Mobile Site

Social Media• Social Engagement • Facebook Ads

Mercedes + agency target new dads looking for safe sedans

Dad sees video ad on TopGearonline episode

Visits Mercedes site, looks at safety pages

Retargeted with display ad listing safety features on FBX and YahooMail

2 weeks later, targeted with display ad for local dealer & pricing info on phone

Targeted with 3 more video ads about Mercedes racing

Visits dealer for test drive and gives email. Email is mapped to cookie LiveRamp.

Target audience is converted: Dad purchases

Cross Channel Media Delivery

Advanced Analytics: Geo Reporting

Reporting shows where conversions are coming from geographically enabling Geo-optimizations layered on top of all targeting strategies.

Example of Geo ReportingReporting provides insight into the cities and towns conversions are coming from. Using these insights, media can adjust bids to win more impressions in better performing areas.

Region

Metropolitan

Area City

Impressions

Won Cost (USD) eCPM eCPC eCPA

Alabama Atlanta GA Roanoke 2,483,950 2,732.35$ 1.10$ 0.90$ 64.32$

Wadley 1,288,048 1,210.77$ 0.94$ 0.76$ 72.14$

Birmingham AL Abernant 546,900 798.47$ 1.46$ 0.68$ 48.35$

Adamsville 269,000 220.58$ 0.82$ 1.10$ 46.43$

Chattanooga TN Bridgeport 45,930 41.80$ 0.91$ 1.45$ 110.45$

Henagar 17,497 8.22$ 0.47$ 1.60$ 146.78$

PLACED: OVERVIEW

PLACED: AUDIENCE RECRUITMENT

70+ APPS

PLACED: PERSISTENT MEASUREMENT

PLACED: VALIDATION

PLACED: SHARE OF TOTAL VISITORS

PLACED: SHARE OF TOTAL VISITORS

F, 13-24

PLACED: AUDIENCE AFFINITY

LOCATION TARGETING: PROXIMITY

PLACED: KOHL’S OVERLAP + AFFINITY

PLACED: KOHL’S OVERLAP + AFFINITY

Kohl’s locations in the Bay AreaJC Penney locations in the Bay AreaOld Navy locations in the Bay Area

PLACED: CARS.COM MOBILE STUDY

Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014

Smartphone Actions on Lot:

51% 29%

Price, Payments,

and Offers

Inventory

17%

Reviews

PLACED: ATTRIBUTION

9 OUT OF 10 RETAIL CONVERSIONS OCCUR OFFLINE

PLACED: ATTRIBUTION

PLACED: ATTRIBUTION

PLACED: ATTRIBUTION

62,782 Store Visits

x 45% Purchase Rate

x $30 Average Order Size

= 1,725% ROAS

= $862,624 Sales

/ $50,000 Ad Spend

PLACED: ATTRIBUTION

Sales: $216,666

ROAS: 433%

PLACED: ATTRIBUTION

PLACED: ATTRIBUTION