Sponsor Breakfast Presentation by VERVE
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Sponsor Breakfast Presentation by VERVE

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THE ADVERTISER CHALLENGE, SOLVED: DRIVING FOOT TRAFFIC WITH MOBILE ...

THE ADVERTISER CHALLENGE, SOLVED: DRIVING FOOT TRAFFIC WITH MOBILE

James Smith, Chief Revenue Officer of Verve, the leader in location-based mobile advertising, will explain how the strategiccombination of quality location and audience data is driving consumer foot traffic to brick-and-mortar locations. In this session, James will review location relevant case studies from Verve's advertiser partners across key industries, such as retail.

Presenter: James Smith, Chief Revenue Officer, Verve Mobile

More in: Business , Sports
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  • Intro to Verve
  • Intro to Verve
  • A full suite
  • A full suite
  • Partnering with great 3rd parties for better data and better targeting results in better results.
  • No percentages available for a graph
  • No percentages available for a graph

Transcript

  • 1. . DRIVING FOOT TRAFFIC: LEARNINGS ON LOCATION POWERED MEDIA* . *And other really important s tuff… PRESENTATION FOR Mobile Insider Summit
  • 2. Hello. I am James Smith.
  • 3. 3 LAKE TAHOE: Where all these celebrities own a home Sammy Hagar Alanis Morissette Robin Williams Leonard Nimoy Cher
  • 4. 4
  • 5. 5 DO YOU REMEMBER?
  • 6. 6 Dr. Martin Cooper of Motorola made the first mobile phone call in 1973. The phone weighed 2.5lbs. 10 hours to charge. Talk time was 30 minute.
  • 7. 7 IT’S IMPOSSIBLE TO MAKE IT LIGHTER THEIR ARM WILL FALL OFF BEFORE THEY HOLD THIS THING FOR 30 MINS NOBODY WANTS TO CARRY A PHONE WITH THEM AT ALL TIMES When asked what people would do after 30 mins, Dr Cooper shrugged and said:
  • 8. 8 Mobile has come a long way…. DEVICE LOCATION
  • 9. 9 LOCATION TELLS US A LOT LAKE TAHOE (39.0917° N, 120.0417° W) YOU ARE HERE
  • 10. 10 ABOUT CONSUMER BEHAVIOR OVER TIME: SANDY’S PUB (39.0216° N, 120.593° W) YOU WERE THERE LAST NIGHT*
  • 11. 11 LEARNING #1: In which lat-long does Verve see the most consumers at 3:00 am on Sat night? A. Grays Papaya, NYC (40.714353° N, 74.005973° W) B. Pinks (Dogs and Burgers), Hollywood (34.092809° N, 118.328661° W) C. Wiener Dog, Chicago (41.878114° N, 87.629798° W)
  • 12. 12 ANSWER: “Pinks”
  • 13. 13 SOME LEARNINGS ON LOCATION POWERED MOBILE ADVERTISING.
  • 14. 14 HAVING YOUR OWN STUFF (INVENTORY) MATTERS LEARNINGS ON LOCATION BASED MEDIA
  • 15. 15 “On-platform” inventory is crucial to results. • 1st party data • High quality lat / long location data • Historical information on what works, on what sites when, where, and how LEARNINGS ON LOCATION BASED MEDIA
  • 16. 16 EXCHANGE: “An act of giving one thing* in exchange for…” *THAT “ONE THING” IS NOT GREAT LOCATION DATA LEARNINGS ON LOCATION BASED MEDIA
  • 17. 17 A PORTFOLIO APPROACH IS A SMARTER APPROACH LEARNINGS ON LOCATION BASED MEDIA
  • 18. 18 • Geo-fencing • Geo-conquesting • Geo retargeting • Location-based audience segments • 3rd party audience targeting overlays • Geo-daypart • Predictive geo-fencing And more… USE MULTIPLE TACTICS: “No one size fits all”
  • 19. 19 PLUS A LITTLE HELP FROM OUR FRIENDS… LEARNINGS ON LOCATION BASED MEDIA
  • 20. 20 THIRD-PARTY PROVIDERS
  • 21. 21 LEARNING: Where would Verve see the most people on a weekend out of the following three places? A. Michigan Stadium (42.265876° N, 83.747929° W) B. Rose Bowl (34.161321° N, 118.167631° W) C. Met Life (40.813549° N, 74.074459° W)
  • 22. 22 ANSWER: “Michigan Stadium”
  • 23. 23 LOCATION LEARNINGS BY CATEGORY LEARNINGS ON LOCATION BASED MEDIA
  • 24. 24 QSR / CASUAL DINING # 3 in use of location-powered media
  • 25. 25 Product Promotion Drive foot traffic QSR/CDR: GOALS
  • 26. 26 QSR/CDR campaigns that used location data performed 2x better* QSR/CDR: LOCATION PERFORMS * 70% of category impressions used location data. Avg. ctr: 1.21%
  • 27. 27 QSR/CDR MOST POPULAR TACTICS 55% 28% 17% Geo-aware with tap to nearest location Geo-fence/Geo-Conquesting Location-based Audience Targeting
  • 28. 28 CASE STUDY McDonald’s Fish McBites new menu item launch GOAL Drive consumers into McDonald’s restaurants to try the new Fish McBites STRATEGY Geo-fence restaurant locations, leverage dynamic geo-aware ad units with expandable map RESULT Dynamic placements performed 2.5-4x higher than the mobile industry average. CTR : 1.88%
  • 29. 29 QSR/CDR: HIGHEST PERFORMING AUDIENCE SEGMENTS
  • 30. 30 RETAIL: BIG BOX, CE, CONVENIENCE AND SPECIALTY # 2 in use of location-powered media
  • 31. 31 General foot traffic Special promotion periods / sales Regional heavy-ups / franchise support Store / location openings Co-Op RETAIL: GOALS
  • 32. 32 Campaigns that used location data performed 2x better Retail is strongest in location-based performance CTR lift overall RETAIL: LOCATION MEDIA PERFORMS
  • 33. 33 MOST POPULAR TACTICS Geo fencing / Geo-conquesting locations Location based demographic targeting with geo-aware creative Use of 3rd party audience data overlayed on location Dayparting combined with Geo aware creative
  • 34. 34 CASE STUDY H&M David Beckham Bodywear GOAL Drive foot traffic to stores and mobile sweepstakes participation STRATEGY Geo-fence store locations, integrate social media campaign RESULT Verve helped drive thousands of Beckham fans to select retail locations CTR : 2.3%
  • 35. 35 CASE STUDY ZALES Holiday Sale Event GOAL Drive foot traffic to stores and promote jewelry STRATEGY Geo-fence store locations and geo-conquest competitor locations RESULT Verve helped drive thousands of holiday shoppers to Zales stores CTR : 0.70%
  • 36. 36 CASE STUDY MACY’S Prom Sale Event GOAL Drive foot traffic to Macy’s stores during Prom Events STRATEGY Geo-fence store locations RESULT Verve helped drive thousands of consumers to the Macy’s Prom Sale Event CTR : 0.61%
  • 37. 37 AUTO #1 in use of location-powered media
  • 38. 38 Drive foot traffic onto their lot and away from competitor’s lots. Drive foot traffic back into their lots. Target in-market buyers, where they live. GOALS
  • 39. 39 Campaigns that used location data performed 2x better. LOCATION MEDIA PERFORMS
  • 40. 40 MOST POPULAR TACTICS Geo fencing / Geo-conquesting dealerships Geo-retargeting people that have been to their and competitive dealerships Targeting key zips for specific models based on Polk sales data Location target in-market intenders via Polk
  • 41. 41
  • 42. 42 LEARNING : In which lat-long does the celebrity who wins “train wreck but we can’t stop watching award,” officially live? A. Beverly Gen, CA (34.107716° N, 118.442596° W) B. Long Island, NY(40.789142° N, 73.134960° W) C. NY, NY (40.714353° N, 74.005973° W)
  • 43. 43 ANSWER: “Long Island, NY”
  • 44. MOBILE ADVERVETISING VERVEMOBILE.COM Twitter: @vervemobile Facebook: facebook.com/VerveMobile LinkedIn: linkedin.com/company/VerveMobile