Stephen jenkins millennial media - mobile retail summit 2013

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Stephen jenkins millennial media - mobile retail summit 2013

  1. 1. MOBILE  RETAIL  SUMMIT  2013  HOW  TO  USE  LOCATION-­‐AWARE  MOBILE  ADVERTISING  TO  DRIVE  INSTORE  FOOTFALL  sjenkins@millennialmedia.com   Stephen  Jenkins,  MarkeJng  Director,  EMEA   @lopsidedstephen  
  2. 2. It’s an “always connected” worldMORE  MOBILE  THAN  HUMAN  In  2012,  the  number  of  mobile  devices  overtook  the  number  of  humans  (7B)  in  the  world.      Mobile  has  become  a  integral  part  of  the  human  experience.  Source: Techcrunch – February 2012 - The Number Of Mobile Devices Will Exceed World’s Population By 2012@lopsidedstephen
  3. 3. Retail has embraced this engagement opportunitySource:  IAB/PwC  Digital  AdSpend  2012  Based  on  86%  of  submiTed  display  ad  spend  1%  3%  3%  8%  10%  10%  11%  12%  12%  13%  16%  1%  3%  1%  10%  11%  4%  7%  12%  13%  14%  23%  Leisure  Equipment  Business  &  Industrial  Government,  Social,  PoliZcal  OrganisaZons  Motors  Telecomms  Travel  &  Transport  Technology  Finance  Retail  Consumer  Goods  Entertainment    &  The  Media  2011   2012  Top  5  Digital  AdverJsers  2012  Consumer  goods      16%  Finance      15%  Entertainment  %  the  Media    13%  Retail          12%  Travel  &  Transport                    9%  IAB/PWC DIGITAL AD-SPEND 2012 – CHANGE IN INDUSTRY SECTOR MOBILE DISPLAY@lopsidedstephen
  4. 4. And seen success with locationRETAIL CAMPAIGN GOALS ALL ADVERTISERS’ CAMPAIGN GOALSSource: Millennial Media 2012 data based on Top 3,000 campaigns on Millennial Media platform in 2012@lopsidedstephen
  5. 5. By leveraging mobile proximity & immediacyPOST-CLICK CAMPAIGN ACTION MIX@lopsidedstephen
  6. 6. Smart choices on store locatorsSmartphone95%Non Smartphone5%SMARTPHONE  DEVICES  DOMINATE  THE  UK  RETAIL  MOBILE  MARKET  WITH  OVER  7  MILLION  USERS  ACCESSING  STORE  LOCATORS  IN  FEB  2013  Source: ComScore MobiLens Feb 2013 - data based on total UK audience accessing store locators ever in a month@lopsidedstephen
  7. 7. TO IMPROVE CAMPAIGN RESULTSUSING LOCATION DATA
  8. 8. Store locator – drive instore footfall@lopsidedstephen87%   of   retailers   consider  smartphones  valueable  at  driving  instore  traffic.    94%  of  purchases  are  sZll  made  at  physical  locaZons.  
  9. 9. Location-aware banners – localise your messages@lopsidedstephenDynamically   insert   the   users  locaZon   into   the   adverZsing,  demonstraZng  how  far  they  away  from  the  closest  store.    D i s p l a y   l o c a l l y -­‐ r e l e v a n t  promoZons,  products,  etc.    Users   can   then   be   taken   to  Google   Maps   for   further   details,  or   a   custom   landing   page   with  direcZons  &  addiZonal  messages.  
  10. 10. Mobile coupons - retail offers at your fingertipsHARVESTER, MILLENNIAL MEDIA AND EAGLE EYE SOLUTIONS PARTNER TO LEVERAGEAPPLE PASSBOOK AND DELIVER INNOVATIVE MOBILE VOUCHER OFFERMillennial Media delivers theright ad, to the right consumer,at the right moment.1User clicks a bannerand goes to landing pageto download a Harvesterrestaurant voucher.2Eagle Eye technology enables customer toredeem voucher at Harvester restaurant, withcampaign & purchase data passed back to advertiser.4 Voucher getsadded toiOS Passbook.3@lopsidedstephen
  11. 11. PROXIMITY TARGETING“LOCATION  OBJECT”  IS  WITHIN  THE  PROXIMITY  CHOSEN  BY  ADVERTISER,  360°  EXPERIENCE  POSSIBLE  At the Staples CenterREAL-WORLD AUDIENCESAUDIENCES  ARE  BUILT  FROM  ACTUAL  BEHAVIOUR  DEMONSTRATED  OVER  TIME.    ADS  ARE  DELIVERED  BASED  ON  CAMPAIGN  FLIGHTING  On a car lotOBSERVED  REAL-­‐WORLD  BEHAVIOUR  IMMEDIATE  PROXIMITY  HAS  BEEN  ON  A  CAR  GARAGE  FORECOURT  TARGETED  AD  DELIVERED  Using location to understand real-world behaviours@lopsidedstephen
  12. 12. FASHIONISTASShopping at a boutique or large department storesInteracting with fashion & style contentBrowsing fashion & style editorial, news & tipsACTIVITYTIMEENTERSAUDIENCELEAVESAUDIENCELocation GraphSocial GraphInterest GraphMobile ProfileLocation increases relevance@lopsidedstephen
  13. 13. DIYersAt a DIY or trade storeInteracting with DIY contentBrowsing home improvement, gardening appsACTIVITYTIMEENTERSAUDIENCELEAVESAUDIENCELocation GraphSocial GraphInterest GraphMobile ProfileLocation increases relevance@lopsidedstephen
  14. 14. AVID SHOPPERSOn the high street, in a destination retail locationInteracting with shopping contentBrowsing retail apps, sales & deals content &shopping sitesACTIVITYTIMEENTERSAUDIENCELEAVESAUDIENCELocation GraphSocial GraphInterest GraphMobile ProfileLocation increases relevance@lopsidedstephen
  15. 15. Location-based advertising – best practicesTHE  RIGHT  CUSTOMER  IN  THE  RIGHT  PLACE  AT  THE  RIGHT  TIME  CompeJtor  ConquesJng  Target  ads  to  mobile  devices  in  compeZtor  locaZons      Behavioural  Audiences    Target  consumers  by  real-­‐world  behaviour  -­‐  interests,  purchase  intent  and  life  stage      Hyper  Local  Audiences  Reach  consumers  based  on  their  current  locaZon,  such  as  shopping  centres  and  retail  stores        Mobiblocks    Leverage  mobiblocks  for  mass  reach  during  seasonal  or  sale  events  around  key  dates      @lopsidedstephenMobile  Couponing  Present  Zmely  offers  in  a  more  convient  format,  eliminaZng  fraud  &  wastage  &  driving  up  redempZon    Dynamic  Content  Provide  product  info,  offers  &  other  locally-­‐relevant  content    
  16. 16. @lopsidedstephen
  17. 17. No one gets you closer to your customersEXPERTISE8 years experience as a leadingadvertising & data platformAUDIENCES & DATAMobile Audience SolutionsOptimisation & segmentationINSIGHTS & CREATIVECampaign & customer insightsIndustry leading creativedevelopment@lopsidedstephen
  18. 18. THANK  YOU.  TO  LEARN  MORE  VISIT  WWW.MILLENNIALMEDIA.COM/BRANDS  Stephen JenkinsMarketing Director, EMEAsjenkins@millennialmedia.com@lopsidedstephen

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