Drive Foot Traffic or “Journey Planning”LVIMA Digital Planning Day - July 16, 2015

Our Platform

Structure

Location Context

Device Movement

Audiences

Activation

Analytics

Consumer Insights Platform

Place Visit Rate: Real-World Media Attribution

PlaceIQ invented PVR® in 2012 and has been perfecting the industry-first foot traffic KPI ever since. This privacy-friendly solution utilizes opt-in technology and observes 100 million unique mobile users and over 10 billion location-enabled data points every day.

Using your campaign data, PlaceIQ’s proprietary location analytics platform powers PVR® and deep insights on thousands of audience behaviors such as TV viewership, product purchases, dining, travel, recreation, and many more.

PVR® is calculated by taking the total number of unique devices that received an ad during a campaign and then analyzing the percentage of those same devices that were later seen at a target location.

4

PVR®: Measure Foot Traffic w/ Precision & Scale

• PVR measures the movements of more than 100 Million devices and 15 Billion location data points a day, connecting ad exposure to foot traffic.

• PVR’s scale, and the precision of our platform, allows us to not only measure foot traffic, but understand it:

• Compare Line Item Tactics

• A/B Controls

Location is not just for geo-targeting.

Location is a language for defining the consumer journey.

Best Practices to Drive Foot Traffic Discovered by PVR:

1. Mix Formats

2. Mix Media

4. Message to the Audience

3. Message to the Moment

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Learning 1: Mix Formats

320x50 Only 320x480 Only Both Formats0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

1.0%

2.0%

4.3%

Campaign PVR (Only 10 Impression Frequency)

• The creative limitations of mobile are a challenge to us all.

• Marketers are leaning towards more impactful larger formats.

• Larger formats interrupt experiences, so over-exposure is a risk.

• Multiple campaigns show larger ads drive more foot traffic, but audiences which receive both formats perform even better.

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Learning 2: Mix Media

• Location can be used to connect devices to households, and the media delivered within.

• By integrating Rentrak Targeting, mobile media was targeted to audiences most likely to view TV ads.

• Mobile messaging complemented TV branding, not simply repeating it.

• Keeping mobile and TV advertising in sync resulted in more than 60% lift versus mobile alone. Mobile Only Mobile + TV

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

0.5%

0.8%

0.1% 0.1%

Campaign PVR

PVR Control

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Learning 3: Message to the Moment

• One can chip away at mobile creative’s limits by understanding an audience’s current context.

• An auto campaign mapped specific features to specific family moments, highlighting the cars’ utility.

• Messaging hit in-market audiences at the beach, mall, theme park, and more.

• Messages aware of an audience’s current context generated >3x PVR. In Market

AudienceBeach

MomentMall

MomentTheme

Park Moment

0.00%

0.20%

0.40%

0.60%

0.13%

0.48% 0.49%

0.32%

Campaign PVR

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Learning 4: Message to the Audience

• Many campaigns designed for foot traffic use store maps as a call to action.

• Different audiences respond to different tactics. Don’t assume your audience is starting from zero.

• PVR lift versus a control is not correlated to clicking-to-map.

• The top PVR audience had an average interaction rate, but the best clicking audience visited least.

Audience X Audience Y0%

10%

20%

30%

40%

50%

60%

70%

25%

3%

36%

59%

Campaign PVR

PVR

Store Locator Interaction

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Learning 4: Message to the Audience

• Often, campaigns try to drive foot traffic when targeting loyalists.

• For many categories, like grocery or big box, the most loyal audiences can’t visit more often.

• Measuring with just foot traffic doesn’t take into account this saturation.

• Using A/B controls for each audience shows lift is much lower for your best audiences.

General Audience Loyal Audience0.0%

1.0%

2.0%

3.0%

1.3%

2.7%

0.8%

2.1%

Campaign PVR

Exposed

A/B Control

Best Practices to Drive Foot Traffic Discovered by PVR:

1. Mix Formats

2. Mix Media

4. Message to the Audience

3. Message to the Moment

Location is not just for geo-targeting.

Location is a language for defining the consumer journey.

How far can we take the concept of “Journey Planning”?

Thank You