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"Best Practices in Location-Aware Mobile Advertising" Presented by Greg Hallinan, CMO, Verve
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The leader in location-aware mobile advertising
Introducing Verve
ABOUT US
Verve has developed the most sophisticated location-aware mobile ad platform available today
Mobile publishing platform used by hundreds of premier media companies to power their mobile web sites/ apps
Multi-level location and audience targeting
Pioneers in complex dynamic location–aware ad creative and executions
Founded 2005, backed by leading venture firms
Led by veteran mobile and advertising executive team
Offices in NY, DC, Chicago, LA, SF, Atlanta, San Diego
Access to broad reach of premium national mobile publishers and 91.8 million mobile users*
Verve’s publishing technology gives it exclusive access to premium brand-safe content not available elsewhere
Providing contextual relevance and in market depth for location-aware campaigns
UNIQUE INVENTORY UNIQUE DATA
Verve location server identifies the most relevant location data available on every impression
Because of our proprietary inventory we have not just more but better location data
Our audience product combines our location expertise and data with rich demo and transactional data for audience targeting
UNIQUE TECHNOLOGY
• 327+ Million active U.S. mobile subscribers1
• Smartphone ownership has taken off 1/2 of U.S. adults use smartphones2
• Tablet ownership is on the rise 1/3 of U.S. adults now own tablets2 38 million tablets will be sold in 20123
• Mobile advertising is set for stellar growth U.S. mobile ad spend will reach $2.6 B this year and is expected to double in size to $6.5 B by 20144
• Mobile outpaces online advertising Achieves a greater lift for ad awareness, message association, brand favorability and purchase intent by nearly 400%5
1CTIA, 2Pew Research 3Forrester, 4eMarketer, 5Dynamic Logic
Mobile is mainstream
Mobile Adoption…Ridiculously Fast
Location: Fact vs Fiction
“Are we concentrating too much on ad targeting?”-Brian Morrissey,
Editor-in-Chief Digiday Agency
Summit 2012
Location, Location, Location . . .
Source: Google, Microsoft
95% of smartphone users have looked for nearby information 77% contacted business after
accessing such info
44% purchased
88% took action within one day 79% use phone
for shopping
GOOGLE: 40%
MICROSOFT: 53%
NewsDining / Going outNavigationWeatherReal Estate
All of the top categories of mobile content consumption have a strong connection to the users location:
EntertainmentShoppingSportsBusinessTravel
In mobile, location is everythingAlmost half of all mobile searches are
for location-aware information
All mobile searches
Verve specializes in developing the largest set of quality location data for its proprietary Verve Location Service
Location-based targeting
We focus on inventory with rich location data shared by the user, device or carrier network and inventory that has an endemic connection to the targeted location.
Latitude & Longitude
WiFi network location
Zip (User Registration data)
Carrier IP
Location-based content
Lat / Long
WiFi
Zip / User reg.
Location-based content
Carrier IP
CITY BLOCK LEVEL
METRO LEVEL
Verve specializes in developing the largest set of quality location data for its proprietary Verve Location Service (VLS)
The VLS parses every impression and derives the best available location data whether shared by the user, device or carrier network or from inventory that has an endemic connection to the targeted location (e.g. traffic / weather / news)
Location Data Comparison
10%
20%
20%
30%
20%
55%
20%
20%
5%
VERVE COMPETITORS
Location Targeting Defined
Geo-Fence: The process of defining a specific physical location (e.g. store) and determining a fixed radius (i.e “fence”) around the location for targeting purposes. A consumer inside this area would be served an advertisement, while a consumer outside this area would not.
Geo-Aware: The process of determining a consumer’s location relative to a physical point or points of interest (e.g. store location), allowing the advertiser to recommend certain actions based on the consumer’s relative position.
Location-Based TargetingWithin a single campaign, executions may vary based on the quality of the location data
ACCURACY: METRO LEVELEXECUTION: GEO-AWARE
ACCURACY: BLOCK LEVELEXECUTION: GEO-FENCE
If Verve Location Service (VLS) receives block-level data (lat/long & WiFi), we can provide dynamic messaging within geo-fenced campaigns that can display more precise location messaging.
If VLS only receives metro-level data (carrier IP), the dynamic messaging will display all locations, to cover a broader area via a geo-aware campaign.
Geo-Aware Dynamic Ads
Geo-Fence: RadioShack
Geo-Fence: west elm
Geo-Aware: Burger King Dynamic
Best Practices: Location Targeting
1. Not all location data is created equal
2. Set an appropriate radius based on store density
3. Know when to use Geo-Aware vs Geo-Fencing
4. Leverage Geo-Aware to augment and refine Geo-Fencing
5. Limit use of additional targeting variables when applying location targeting, run multilevel plan instead
6. Audience clusters are only as good as your location data
Thank you…now let’s go ski!
Greg HallinanChief Marketing Officer(760) [email protected]@ghallinan @vervewireless