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LVIMA DPD 2015 - Thinknear
- 1. The Evolution of Location Hilary Maitland| Head of Client Strategy| July 2015
- 2. 2 • Location Technology Specialists • Mobile Marketing Platform • Public Company (TNAV)
- 3. TELNAV: GLOBAL LEADER IN LOACATION Carrier Mobile Ad PlatformAutomotive In-vehicle navigation provider to Ford and GM Pre-installed map provider to 4 of the 5 top carriers Programmatic location ad network FIRST PARTY DATA LEVERAGED ACROSS LOACTION PLATFORM o Telenav’s mapping app, Scout, is one of the top 5 navigation apps o 340B+ monthly location- tagged impressions o Focus on location based audiences o 15 years of GPS location technology & expertise o Powering GPS in 20% of the entire auto market
- 4. ev-o-lu-tion
- 7. HHI > $100K DENSITY: LOS ANGELES
- 9. 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
- 10. SO…HOW DOES LOCATION COMPARE TO TRADITIONAL AUDIENCE TARGETING?
- 12. >340 BILLION DATA POINTS PER MONTH
- 13. 180 MILLION SMARTPHONE USERS IN THE U.S.
- 14. 60 LOCATION DATA POINTS PER PERSON, PER DAY
- 16. Hilary Maitland Thinknear, Head of Client Strategy @hilarymtb Thank you!
Editor's Notes
- Intro Tonight I am going to talk about the Evolution of location in mobile.
- For those of you who are not familiar with Thinknear we have been around for about five years. We are a division of telenav , a publically traded company that has been in the location services business for over 15 years
- Telenav provides loction services for the auto industry supplying navigation services to Ford and GM , we power the installed map in 4 out of the 5 top mobile carriers and Thinknear is the mobile advertising location platform. We utilize all our first party data to power location services.
- today we are talking about how location has evolved as a tool for marketers and brands.
- This is a map of Los Angeles. Historically when we have talked about location and mobile we have been focused on creating a specific geo fence around a business. Primarily a brick and mortar store or a restaurant with the goal of driving foot traffic to that location. This method works but we can move beyond this use for location. But we can move beyond the GeoFence
- Here is that same map but this time we have layered on demographic information. With this information we can target down to the block group areas that are heavily hispanic, or african american. This layer of location data helps marketers personalize their messaging and creative.
- Another factor that brands consider in their messaging is house hold income. Again this map of los angeles shows all the areas where Hhi is above 100K. So this is a way to go more granular and beyond the zip code target so every impression is the consumer a brand wants to reach.
- This is a video that I like to share that shows just how granular the data can get. These are simply white dots for every lattitude and longitude in a city, as you can see as the city wakes up that there is data on everywhere a person travels in their day from their home neighborhood to the coffee shop, school or office a person visits.
- I want to give you an example of how we can layer on all the location data to create a complete picture of someone. We receive a real time location and know this person is at wrigley field in the evening on Wednesday. From past behavior we have seen he has dined out regularly, shopped at some boutique mens wear, and attended concerts. From his home neighborhood we have a good picture of his HHI, ethnicity and life stage, is he a renter in an apt dense area, or in a suburban area with mid priced single family homes. We can also layer on data from third party providers like Polk, Datalogix, who take purchase data from autos to toothpaste to add in another layer to the profile.
- So what is the difference in using location data to traditional mobile advertising.
- Traditional mobile advertising focuses on specific publishers. The first challenge for a marketer is knowing what app to buy, What is the hottest app today is often not in the 6 or even 3 months a marketer wants to launch campaign like Back to School. The second challenge is understanding an apps audience. Apps rely on tools like Comscore who survey users to determine the app audience. The challenge comes in that many apps become general audience, they reach everyone 18-54. A great example is words with friends. An advertiser doesn’t know if they are reaching a teenager, mom, of business traveller.
- So how does that compare to the app agnostic location based programtic approach. With location data we are seeing 340 Billion data points a month about mobile users.
- With approximatly 180 million smartphone users in the US
- That is about 60 location data points per day. If I just look at my day today. I woke up in Santa Monica, CA, drove to LAX, flew to minneapolis, checked into my hotel So just from one days worth of data, you know where I live, and demographics about my neighborhood, that I drove 1 mile to get breakfast on my way to the airport. I would like each of you to think about your own day. Where you have been and what that says about you. Mine started out in Santa Monica CA. I stopped and got coffee on my way to the airport. I flew here, Since I have been in minnepolis I checked into my hotel, took a walk and now im here talking to you. So just from today we know I am a business traveller who eats out frequently and I am visting in minnepolus. So what kind of ad do I want that is actually going to be useful to me. And that I am now in minneoplis but I don’t live here. So if I am a local auto dealer you probably do not want to reach me but if you are a good breakfast place in minnepolis near my hotel you would, and if you are a brand that is marketing to the frequent business traveler you would.
- So where we started with location – which is to drive foot traffic is still a great solution. However in just a few years location has evolved into a tool that any brand can utilize to reach their specific consumers, with specific, and personalized messaging.