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MaxAxion & StrikeAd Geo-fencing and Geo-Audiences
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PRESENTER: Nicolle Harding October 2014| www.strikead.com
StrikeAd: Geo-Fencing and Geo-Audiences
RTB is about reaching the right person in the right place at the right time
Layering on Third Party Data to our Bid How we maximize the opportunity by selecting the best ad
45 yrs old Architect
Lives in London Married with kids
Drives an Audi Earns over £100K
33 yrs old Part time admin
Lives in Copenhagen 2 children under 10
Loves interior design Earns under €20K
31 yrs old Runs a start-up
in New York Loves gadgets and
cycling Heavy social media
user
21 years old Recent law graduate
Lives in Sao Paolo Loves fashion
Has an iPhone 5c
Our DMP partners have profiled hundreds of millions of consumers based on observed digital and real-world behaviors that you can target through our platform
Understanding your Audience Factual is one of our preferred 3rd Party Data (DMP) Partners
StrikeAd Geo Fencing How StrikeAd delivers Geo Fenced campaigns with global scale
1 - Geo Fencing
Laser focused on Location.
Geopulse Proximity enables
you to create geofences that
precisely fit your campaigns’
needs
Uses the best data
Factual’s data covers 65M places in 50 countries and
is updated in real time
Large scale
Campaigns can include tens of thousands of
geofences
Visual Designer
Shows your campaign’s geofence distribution on a
dynamic map
Simple to use
Adjustments to campaigns are made by simply
adjusting filters in the Proximity Designer
Transparent
Designer shows you the places you are targeting and puts them on a map
Easily searchable
Add businesses or place categories to a campaign
directly from Factual’s Global Places
• Target users based on distance from commonly named businesses and point of interest
• For example, ‘1mile around all USA High Schools’, ‘300yds around California Auto Dealers’
• Global Places allows for international targeting
Create geo fences that precisely fit your campaigns’ needs
Geo-tracking can be done by country / state / DMA / postcode / latitude / longitude, by POIs, or even by demographic profile
Geo-Targeting – StrikeAd Excels
Flexible targeting options: Target your campaigns by country, by state, by DMA, by postcode or by latitude/longitude
Geo-fencing: Provide us with a list of addresses (e.g. store locations) and we can geo-fence an agreed area surrounding those locations
StrikeAd Fusion allows for creation of geo-fences, uploading of DMAs/Zips/Postcodes/Lat/Lons. 75% of our inventory is in app, allowing for significant GPS Lat/Lon inventory. By selecting ‘GPS Only’ Lat/Lon coordinates will only be bid on if included within the request and response
StrikeAd is the leading DSP for Geo-Targeting
Geo-tracking can be done by country / state / DMA / postcode / latitude / longitude, by POIs, or even by demographic profile
Flexible targeting options: Target your campaigns by country, by state, by DMA, by postcode or by latitude/longitude
Geo-fencing: Provide us with a list of addresses (e.g. store locations) and we can geo-fence an agreed area surrounding those locations
Using Factual Proximity If you don’t know the locations of stores, parks, business parks etc
Example: Geo-Fencing Retail Locations
• StrikeAd’s Retail database (over 50 million retail locations) empowers advertisers by allowing them to reach users around retail locations where your products are sold.
• Set your own radius’ around retail locations and confidently reach consumers in that area with the highest quality Lat/Long & Retail Store Location Data
• Example below: US Kroger’s Locations. Can also be applied for Walmart, Target & All Grocery Store locations
StrikeAd Geo Audiences Reaching your target audience anywhere
2 - Geo Audience
Laser focused on Location.
Audiences are built off the
individual places users go,
because action is the best
indicator of intention
Real world activity
Behavioral patterns built off mobile signals, reflecting
each user’s real world activity
Fresh data
Profiles rebuilt every two weeks to ensure rich,
insightful Audience profiles for each user
Quality lat/longs
Separate bad lat/longs from the good ones, ensuring
only the best data is used.
Personal
Designed for 1-to-1 engagement with users,
keeping in line with personal ethos of Mobile
Private
Anonymous profiles, taking responsibility to not violate user privacy very seriously
Continually enriching
Audience segments use machine learning to get
better each week, iterating toward perfection
• Target based on places users have been, over time
• Based on User Behavior - Location allows you to infer targetable characteristics about a user
• Predictive User Modelling for Demographic Attributes e.g. In-Market Auto Buyers w/ HHI $100k+
StrikeAd offers two main products – the first:
How Do we build Audiences? We assess real world user activity at locations a user visits to build a detailed user profile
Income: $100K-‐$150K Age: 25-‐34 Gender: Male
D E M O G R A P H I C
Affluent Customer Movie-‐goer Business Traveler
B E H A V I O R A L
LAX Airport
Santa Monica
Home Loca)on: Santa Monica, CA Areas of Ac)vity: Century City
LAX Airport Culver City
San Francisco
G E O G R A P H I C
# Sessions Lat Lng City State Location context
98 30.640311 -96.251226 Westchester NY White Plains Residence
18 32.732846 -97.372314 New York NY White Plains Middle School
4 30.616667 -96.32373 Westchester NY Walmart Location
18 30.649334 -96.341561 Harrison, NY NY Equinox
16 30.649334 -96.341561 White Plains, NY NY Starbucks
Location: New York
Demo: W25 – 54
Audiences Walmart Shopper, Suburban Mom, White Plains Resident, Healthy Lifestyle, Coffee Drinker
(32.231628, -‐97.504504) (30.616667, -‐96.323731) (30.640311, -‐96.251226) (32.732846, -‐97.372314) (32.156955, -‐95.408059) (32.156955, -‐95.408059) (30.559973, -‐96.261421) (30.559973,
-‐96.261421) (30.616667, -‐96.323731) (30.559973, -‐96.261421) (32.231628, -‐97.504504) (32.732846, -‐97.372314) (30.559973, -‐96.261421) (30.656624, -‐96.343592) (30.640311, -‐96.251226)
Raw Input Data
• Processing Geographic Data For Context (Last 30 Days) • Build Custom Segments by analyzing where users have been over
time. Ex: Walmart Shoppers
Example: Suburban Mom Segment Building Audiences With Location Data
14
Audience profiles are used to target ads to the right users, using each user's actual location history
Profile Parameters
• This segment reaches users that are likely to be interested in purchasing or leasing a new or pre-owned vehicle.
• In-Market Auto Buyer users have a recent location history of visiting car dealerships
• After three months without activity at auto dealerships, users are removed from the In-Market Auto Buyer segment.
• Machine learning algorithms continually process location patterns of in-market auto buyers and improve the segment accuracy.
• The In-Market Auto Buyer is particularly useful for auto manufacturers seeking to maintain a steady line of communication with buyers shopping for a car. In-Market Auto
Buyer
Example: In-Market Auto Buyer
Location-Based Mobile Ad Campaigns Require High Quality Data
StrikeAd Ensures Products Are Built On Clean Lat/Longs
Case Study: Global Sports Apparel Brand
• Raise awareness, drive traffic and engagement on the clients’ website • Target key audience of High School students
Major Sports Apparel Advertiser StrikeAd delivers impressions and clicks while successfully engaging their clients’ geo-specific audience
Client’s objectives:
Objectives achieved: • StrikeAd’s granular targeting capabilities ensured the ad was delivered to the right audience (High School
Students) by Geo-Fencing 22,000 US High Schools with aid of Factual as Geo-Data Partner • The data collected was then meticulously analysed to derive the client’s target audience, these learnings were
used to make key optimisations to increase CTR • Post campaign Device IDs were delivered to the client for use in future campaigns
Results of the campaign:
StrikeAd drove a consistent increase in
performance week over week
On May 27th StrikeAd moved to optimized buying and turned on the
retargeting line, which drove up CTR by 250% in one week
Over the course of the three week campaign CTR peaked at 0.69%
StrikeAd outperformed industry standard CTR Benchmarks
0.50% 0,60%
0,69%
Location + Data Driven CTRs for Mobile Display*
Industry xAd StrikeAd
*Source: xAd Mobile LocaWon Insights Q3 2013
Why Choose StrikeAd? The Market Leaders Globally in Programmatic Mobile
About StrikeAd The first DSP specialising in Mobile Devices Originated from the UK in 2010 and now headquartered in NY, StrikeAd operates the worlds first mobile demand side platform - a single point where agencies and advertisers can plan, execute and evaluate all their mobile advertising. The largest buyer of mobile programmatic impressions StrikeAd Fusion is a propietary technology platform with integrations to provide the most RTB enabled mobile inventory granting clients access to over 60.5B monthly impressions, 200M US Users and 600M Worldwide. 1st and 3rd Party Data, Audience Targeting StrikeAd has partnered with the industry leading data solution providers to compliment its 1st party data set in order to provide advertisers with unique ways to effectively reach their target audience at scale and resulting in greater ROI. Real Time Optimization for Brand Solutions Whether its Rich Media and/or Video, StrikeAd helps drive brand performance beyond the click by optimizing towards video completions, rich media engagements and landing page conversions.
StrikeAd works with top tier brands Our brand partners trust us to deliver results and exceed goals
finance automotive consumer/retail
travel & dining telecom/cable CPG
agency partners
trading desks
Advertising Solutions
LocaGon Use locaWon to reach the right audience, with the right message, at the right Wme
Audience TargeGng Leverage StrikeAd’s 1st and 3rd Party Data to reach specific behavioral audience segments most relevant to your campaign
Performance Whether your goal is to drive App Download, App Re-‐Engagement, m-‐Commerce, Lead GeneraWon, Click to Call, StrikeAd’s plaaorm has a targeted suite of performance soluWons to meet your objecWves
Rich Media Drive brand awareness with high impact Rich Media Units opWmized towards the engagement metric
In-‐Stream & Pre-‐Roll Video Extend your video reach and drive high quality views of your :15 or :30 sec video units across your smartphone and tablet devices
Site/App RetargeGng Re-‐engage with consumers who have expressed iniWal interest with your product or offer
Source: StrikeAd (2013)
Huge reach now exceeding 60Bn bid requests per month
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Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14
Impr
essi
ons
(mill
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)
smaato
nexage
mopub
mojiva
mobclix
mediba
madvertise
admeld
adiquity
Engage vs Solo The key differences between our two main offerings
StrikeAd Solo
StrikeAd Solo is a self serve platform, sold on a fee basis and offering full transparency as well as local support and training from the StrikeAd team
StrikeAd Engage is a fully managed solution sold on a per IO basis, with brand-safe whitelists available, local sales support and client services
StrikeAd Engage
• StrikeAd Engage: a fully managed service with 24/7 access to StrikeAd’s team of experts
• Simple and straightforward: no need for any understanding of mobile advertising or programmatic buying
• Sophisticated mobile targeting: (by device,
carrier, network type, app/site, etc…)
• Risk free: Because it’s fully managed you can be confident on the cost of your campaigns
• Scalable: huge mobile reach of over 60 billion monthly bid requests
• StrikeAd Fusion: a single console through which agencies can plan, execute and evaluate hundreds of mobile campaigns
• Sophisticated optimisation, tracking, insight and analytics: offering unparalleled levels of efficiency
• Transparent inventory: providing confidence on
brand safety
• Transparent pricing: full transparency on cost of media and all other costs
Self- serve
Fully managed
StrikeAd Offices: New York 261 5th Ave. – Suite 1600 New York, NY 10016 Chicago 316 N. Michigan Ave. Suite 250 Chicago, IL 60601 Los Angeles 1999 Avenue of the Stars, 34th FL. Los Angeles, CA 90067
London Centre Point 18th Fl. 101 New Oxford St. London WC1A 1DB Singapore 47 Club St. #04-01 Singapore 069424
MaxAxion Offices: Cape Town 10 Avenue, De L’Hermite Fresnaye, 8005 Johannesburg Unit 2, 266 West Avenue, Randburg Sandton, 2195 Zambia Unit 4, Corporate Park Alick Nkhata Rd, Lusaka, Zambia