16. Programmatic Media Solutions:
Geo-Targeting Your Ads
Example: QSR Restaurant
Restaurant wants to focus impressions
based on proximity to location
Media targets specific zip codes, tiering
bidding based on proximity
Platform enables “Radial Targeting,”
where bids are tiered based on
proximity to store location
Bid $1
Bid $2
Bid $3
17. Targeting 1st party audiences across all household devices via Household Extension,
leveraging IP targeting to reach prospects across screens.
Prospective customer visits
your local website
Ad served
on phone
Ad also served
on tablet
Household Extension IP Targeting
18. Jersey Mike’s wants
to target ads for its
catering to local
companies with 100+
employees
Jersey Mike’s GM
decides which local
companies he wants
to target for catering
IP Targeting to Locations
Jersey Mike’s runs
online ads
promoting their
local catering
menu
Local companies
get ads served only
to their unique IP
and employees
19. • IP address targeting is less accurate with mobile:
• A given user connects to several IP servers over the course
of a day
• IP address can be a WIFI network like a coffee shop or an
airport with multiple users
• IP addresses may also resolve to a carrier IP address which is
extremely inaccurate.
• For Mobile SDK enabled targeting passes true lat/long data
Geo targeting inventory is mostly IP based and not accurate.
SDK targeting gives us the advantage to true lat/long location data.
Mobile Location Targeting
20. Pre Roll Video Targeting
• Only pay when watched
• Geo Targeted
• Cross Device View
• YouTube Analytics
22. Search Engine Marketing (SEM)
• Pay-Per-Click (PPC)
• Google Display Network (GDN)
• YouTube Ads
Local Marketing Tactics – Must Do’s
Search Engine Optimization (SEO)
• Website Optimization
• Content Creation
• Citations
• Online Reviews
• Mobile Site
Social Media
• Social Engagement
• Facebook Ads
23. Mercedes + agency target new
dads looking for safe sedans
Dad sees video ad on TopGear
online episode
Visits Mercedes site,
looks at safety pages
Retargeted with display ad
listing safety features on FBX
and YahooMail
2 weeks later, targeted with
display ad for local dealer &
pricing info on phone
Targeted with 3 more video
ads about Mercedes racing
Visits dealer for test drive and
gives email. Email is mapped to
cookie LiveRamp.
Target audience is
converted: Dad purchases
Cross Channel Media Delivery
24. Advanced Analytics: Geo Reporting
Reporting shows where conversions are coming from geographically
enabling Geo-optimizations layered on top of all targeting strategies.
Example of Geo Reporting
Reporting provides insight into the cities and towns conversions are coming from. Using these insights, media can
adjust bids to win more impressions in better performing areas.
Region
Metropolitan
Area City
Impressions
Won Cost (USD) eCPM eCPC eCPA
Alabama Atlanta GA Roanoke 2,483,950 2,732.35$ 1.10$ 0.90$ 64.32$
Wadley 1,288,048 1,210.77$ 0.94$ 0.76$ 72.14$
Birmingham AL Abernant 546,900 798.47$ 1.46$ 0.68$ 48.35$
Adamsville 269,000 220.58$ 0.82$ 1.10$ 46.43$
Chattanooga TN Bridgeport 45,930 41.80$ 0.91$ 1.45$ 110.45$
Henagar 17,497 8.22$ 0.47$ 1.60$ 146.78$
34. PLACED: KOHL’S OVERLAP + AFFINITY
Kohl’s locations in the Bay AreaJC Penney locations in the Bay AreaOld Navy locations in the Bay Area
35. PLACED: CARS.COM MOBILE STUDY
Source: Mobile Device Use at the Dealership
Study, Placed, Inc., Jan 2014
Smartphone Actions on Lot:
51% 29%
Price, Payments,
and Offers
Inventory
17%
Reviews
