Anne Bezancon - Placecast

© 1020 Inc., Proprietary and Confidential, 2009

Context Platforms

Connecting digital and physical locations

MetaPlaces - September 22, 2009

Anne Bezançon, Founder & President


Agenda

Introduction

Who is Placecast?

The Consumer Perspective

The Marketer Perspective

How Placecast does it


This is not about positioning

http://www.mobilitysite.com/wp-content/uploads/2008/02/a-gps.jpg


This is not about “Local-Local”


So what IS a “Context Platform”?

• Context is what enables:– Relevance for the end-user/consumer

• in Place

• In Time

• According to Their Preferences

– Performance for the Marketer/Advertiser/Content Publisher

• Reach & Scale

• Operational cost

• Metrics (CPM, CPC, CPA, registrations, downloads,…)

• A Context Platform must translate and match both sets of needs


Agenda

Introduction

Who is Placecast?





“Placecast enables multi-location

businesses to use digital marketing to

drive customers to physical locations.”

Vision & Mission


History

About 1020 Placecast

Technology Business Units

Proprietary place-based

technology can digest any

expression of location and

formulate a normalized output

– Examples of location data

include Lat/Long, Zip Code,

Neighborhood, City, etc.

Normalized data output can be

utilized for content serving

purpose as well as location-based

advertising/marketing

Founded 4 years ago in San

Francisco to develop a

platform with location at its

core

Fast-growing company

dedicated to providing

location-based advertising,

marketing and software

services solutions

300 Publishers, reaching 120

Million unique users/month

ADVERTISING

Placecast is the only location-based

advertising solution to find specific

audiences and deliver dynamic

messaging across web & mobile

> Nokia Interactive

MARKETING

ShopAlerts is the only scalable

location-based marketing solution

available to Brands, opt-in based.

> Alcatel-Lucent

LICENSING (SaaS)

> NAVTEQ


Advertisers

Agencies

Our clients: Top Brands & Agencies


Placecast is leading the charge


Agenda

Introduction

Who is Placecast?





High Interest Among Younger Consumers

“How interested are you in receiving opt-in alerts on your cell

phone for favorite establishments?”

Base: cell-phone owners with

favorite establishments

N = 1,687

Top 2 Box Scores

Source: Harris Poll Online July 20-22, 2009


Consumer receptivity and demand is growing

0%

10%

20%

30%

40%

50%

60%

70%

Currently use this location based

service (n=982)

Would use this location based

service if I knew about it or knew

how to access it (n=1,662)

Source: Compete Inc. research, 2009

Local Alerts

Special Offers


Alert Shopper Research : Real People

6-part research study

Conducted in conjunction with

Harris Interactive

In-person and third-party

research

Focus: consumer shopping

habits and interest around the

use of mobile devices and alerts

when shopping

Installments available on the

Placecast blog:

http://blog.placecast.net


Agenda

Introduction

Who is Placecast?








LBA vs. LBM

Mobile Marketing: delivering requested

promotional messages over SMS/MMS channels directly to potential customers who have opted in to receive them. Primarily used by marketers as retention tool.

Mobile Advertising: delivering text or

images attached to desired content on mobile web pages or in applications where user views ads in exchange for free/subsidized content. Used by marketers to acquire new customers.

�No opt-in

�Mobile Web/App Delivery

�Viewed w/ requested content

�Graphical content

The GAP has your

perfect summer look!

Call 415-501-9757.

We’ll grab your size in

the newest styles at

183 Mill Plz, Walnut

Creek.

�Opt-in

�SMS delivery;may includemobile web

�Requestedcontent

�Textcontent

Marketing growing from $6.4B in 2009 to $14.2B in 2012

Advertising growing from $600M in 2009 to $5B in 2013


So what do advertising agencies do?

…organization acting as an agent for

a producer of goods or services (an

advertiser) devoted to developing

and placing advertising in order to

further the acceptance of a brand

product, service, or idea.

– Nielsen Media


What do advertisers look for?

Reach & Frequencyhow many users can I reach and how often?

Target Audience

what are the age, gender, location, income, ethnicity, education of this audience?

Audience Attitudes

shifting audience attitudes; awareness, favorability, purchase intent


How do agencies speak about targeting?

Targeting Variable What is it?

ContextualAds are targeted to related content being viewed by

consumers; content usually matches the advertiser's

business.

Demographic

Ads are targeted to content that has a high composition

of a specific market segment (regardless if there's a

contextual fit). Demographics include professions,

industry, company size, gender, age, and household

income.

GeographicAds are targeted to specific geographical areas based on a

user's Zip Code, or the local content he's viewing

RegistrationAds are targeted to consumers based on the information

they provided during registration.

BehavioralAds are targeted to consumers based on previous activity

(past content, purchase, or search history).


What does a campaign look like?

LAUNCH

Project Initiation

2-3 wks

Strategy

2-3 wks

Traffic

2 - 3 wks

Negotiations/

Media Purchase

4-6 wks

Creative

Production

Media Planning

2-4 wks

Optimization

Varies

Final Results

Varies

• Scope

• Objectives

• Measures

• Budget

• Approach

• Target

market

• Vehicle(s)

• Initial site/

provider list

• RFP

• Test creative

• Send creative

and ad tags

• Special needs

• Pair-down providers

• Refine creative

and messaging

• Focus ad units

• Reports

• Analysis &

insights

• Next steps

6 – 20 weeks just to launch

2 – 6 months of actual campaign run time

Ongoing manual optimization of the campaign to

maximize performance


Yes, it’s complicated!


LBA Case Study: Avis-Budget

Challenge

• Reach consumers 25-54 in need of a long-term rental

vehicle (Avis Vehicle Replacement Program)

• Generate awareness for off-airport locations

• Deliver leads and branding objectives

Solution

• Cross-channel campaign: web and mobile targeting local

listings and weather sites

• Dynamic messaging: map the nearest off-airport rental

location into the ad unit

• Click-to-book (web) or click-to-call (mobile)

Results

• Increased relevancy for campaign through a single ad unit

• 50% lift in CTRs (dynamic vs. static messaging)

• 124% increase in click-to-call rate on mobile

Web + Mobile

“Adding local relevance to a national

campaign delivered much better results

without creating extra work for us.”

[Raashee Gupta, LM&O Advertising]

Localized Web

Localized Mobile


LBM: ShopAlerts geo-triggered SMS

• Consumer opts in to receive messages from their

favorite retail brand

• Custom Geo-fences are set around locations/POIs

• Location-specific messages are sent to the user

• Consumer control: opt-in/out, preferences,

frequency of messages


Agenda

Introduction

Who is Placecast?





Translating Location Data into Place

Consumer Segmentationlifestyle | consumer behaviors

types of people

Local TagsMetadata| Geo-tagged Content

i.e. Flickr, GeoMods

Venue DataContent | Reviews

i.e. NAVTEQ, Eventful, Zvents

Demographic DataHH income | HH size | age | gender

education | ethnicity | employment

PLACE

Complex

Simple

Unstructured Data

Structured Data


What about privacy?

• Location can be the best advertising option for privacy– Neighborhood level (Cell-ID/EOTD level) positioning is good enough and

avoids privacy issues

– WAP portals can take advantage with user-entered ZIP or even airport code

– Billing ZIP code still somewhat useful

• CTIA standards on LBS are good for business but narrow in scope– Only apply to situations where an LBS user is identified or his or her

location information is linked to other personally identifiable information

• Beware of behavioral targeting– Legal precedent set on the web with NebuAd, AdZilla

• Adhere to all MMA Guidelines (opt-in, etc.)


Questions?

Anne Bezançon

1020 Placecast

[email protected]

Thank you!