.
DRIVING FOOT TRAFFIC:
LEARNINGS ON LOCATION
POWERED MEDIA* .
*And other really important s tuff…
PRESENTATION FOR
Mobile...
Hello.
I am James Smith.
3
LAKE TAHOE:
Where all these celebrities own a home
Sammy Hagar
Alanis Morissette
Robin Williams
Leonard Nimoy
Cher
4
5
DO YOU REMEMBER?
6
Dr. Martin Cooper of Motorola made
the first mobile phone call in 1973.
The phone weighed 2.5lbs.
10 hours to charge.
Ta...
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...
8
Mobile has come a long way….
DEVICE
LOCATION
9
LOCATION TELLS US A LOT
LAKE TAHOE
(39.0917° N, 120.0417° W)
YOU ARE HERE
10
ABOUT CONSUMER BEHAVIOR OVER TIME:
SANDY’S PUB
(39.0216° N, 120.593° W)
YOU WERE THERE LAST NIGHT*
11
LEARNING #1:
In which lat-long does Verve see the most
consumers at 3:00 am on Sat night?
A. Grays Papaya, NYC (40.7143...
12
ANSWER:
“Pinks”
13
SOME LEARNINGS ON
LOCATION POWERED
MOBILE ADVERTISING.
14
HAVING YOUR OWN
STUFF (INVENTORY)
MATTERS
LEARNINGS ON LOCATION BASED MEDIA
15
“On-platform” inventory is
crucial to results.
• 1st party data
• High quality lat / long location data
• Historical in...
16
EXCHANGE:
“An act of giving one
thing* in exchange for…”
*THAT “ONE THING” IS NOT GREAT LOCATION DATA
LEARNINGS ON LOCA...
17
A PORTFOLIO APPROACH
IS A SMARTER APPROACH
LEARNINGS ON LOCATION BASED MEDIA
18
• Geo-fencing
• Geo-conquesting
• Geo retargeting
• Location-based audience segments
• 3rd party audience targeting ove...
19
PLUS A LITTLE HELP
FROM OUR FRIENDS…
LEARNINGS ON LOCATION BASED MEDIA
20
THIRD-PARTY PROVIDERS
21
LEARNING:
Where would Verve see the most people on a
weekend out of the following three places?
A. Michigan Stadium (42...
22
ANSWER:
“Michigan Stadium”
23
LOCATION LEARNINGS
BY CATEGORY
LEARNINGS ON LOCATION BASED MEDIA
24
QSR / CASUAL DINING
# 3 in use of location-powered media
25
Product Promotion
Drive foot traffic
QSR/CDR: GOALS
26
QSR/CDR campaigns that used location data
performed 2x better*
QSR/CDR: LOCATION PERFORMS
* 70% of category impressions...
27
QSR/CDR MOST POPULAR TACTICS
55%
28%
17%
Geo-aware with tap to nearest
location
Geo-fence/Geo-Conquesting
Location-base...
28
CASE STUDY
McDonald’s
Fish McBites new menu item launch
GOAL
Drive consumers into McDonald’s restaurants to try
the new...
29
QSR/CDR: HIGHEST PERFORMING
AUDIENCE SEGMENTS
30
RETAIL:
BIG BOX, CE,
CONVENIENCE
AND SPECIALTY
# 2 in use of location-powered media
31
General foot traffic
Special promotion periods / sales
Regional heavy-ups / franchise support
Store / location openings...
32
Campaigns that used location data
performed 2x better
Retail is strongest in location-based
performance CTR lift overal...
33
MOST POPULAR TACTICS
Geo fencing / Geo-conquesting locations
Location based demographic targeting
with geo-aware creati...
34
CASE STUDY
H&M
David Beckham Bodywear
GOAL
Drive foot traffic to stores and mobile sweepstakes
participation
STRATEGY
G...
35
CASE STUDY
ZALES
Holiday Sale Event
GOAL
Drive foot traffic to stores and promote jewelry
STRATEGY
Geo-fence store loca...
36
CASE STUDY
MACY’S
Prom Sale Event
GOAL
Drive foot traffic to Macy’s stores during Prom Events
STRATEGY
Geo-fence store ...
37
AUTO
#1 in use of location-powered media
38
Drive foot traffic onto their lot and away
from competitor’s lots.
Drive foot traffic back into their lots.
Target in-m...
39
Campaigns that used location data
performed 2x better.
LOCATION MEDIA PERFORMS
40
MOST POPULAR TACTICS
Geo fencing / Geo-conquesting dealerships
Geo-retargeting people that have been to their
and compe...
41
42
LEARNING :
In which lat-long does the celebrity who wins
“train wreck but we can’t stop watching award,”
officially liv...
43
ANSWER:
“Long Island, NY”
MOBILE
ADVERVETISING
VERVEMOBILE.COM
Twitter: @vervemobile
Facebook: facebook.com/VerveMobile
LinkedIn: linkedin.com/compa...
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Sponsor Breakfast Presentation by VERVE

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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

Published 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
  • Sponsor Breakfast Presentation by VERVE

    1. 1. . DRIVING FOOT TRAFFIC: LEARNINGS ON LOCATION POWERED MEDIA* . *And other really important s tuff… PRESENTATION FOR Mobile Insider Summit
    2. 2. Hello. I am James Smith.
    3. 3. 3 LAKE TAHOE: Where all these celebrities own a home Sammy Hagar Alanis Morissette Robin Williams Leonard Nimoy Cher
    4. 4. 4
    5. 5. 5 DO YOU REMEMBER?
    6. 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. 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. 8 Mobile has come a long way…. DEVICE LOCATION
    9. 9. 9 LOCATION TELLS US A LOT LAKE TAHOE (39.0917° N, 120.0417° W) YOU ARE HERE
    10. 10. 10 ABOUT CONSUMER BEHAVIOR OVER TIME: SANDY’S PUB (39.0216° N, 120.593° W) YOU WERE THERE LAST NIGHT*
    11. 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. 12 ANSWER: “Pinks”
    13. 13. 13 SOME LEARNINGS ON LOCATION POWERED MOBILE ADVERTISING.
    14. 14. 14 HAVING YOUR OWN STUFF (INVENTORY) MATTERS LEARNINGS ON LOCATION BASED MEDIA
    15. 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. 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. 17 A PORTFOLIO APPROACH IS A SMARTER APPROACH LEARNINGS ON LOCATION BASED MEDIA
    18. 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. 19 PLUS A LITTLE HELP FROM OUR FRIENDS… LEARNINGS ON LOCATION BASED MEDIA
    20. 20. 20 THIRD-PARTY PROVIDERS
    21. 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. 22 ANSWER: “Michigan Stadium”
    23. 23. 23 LOCATION LEARNINGS BY CATEGORY LEARNINGS ON LOCATION BASED MEDIA
    24. 24. 24 QSR / CASUAL DINING # 3 in use of location-powered media
    25. 25. 25 Product Promotion Drive foot traffic QSR/CDR: GOALS
    26. 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. 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. 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. 29 QSR/CDR: HIGHEST PERFORMING AUDIENCE SEGMENTS
    30. 30. 30 RETAIL: BIG BOX, CE, CONVENIENCE AND SPECIALTY # 2 in use of location-powered media
    31. 31. 31 General foot traffic Special promotion periods / sales Regional heavy-ups / franchise support Store / location openings Co-Op RETAIL: GOALS
    32. 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. 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. 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. 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. 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. 37 AUTO #1 in use of location-powered media
    38. 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. 39 Campaigns that used location data performed 2x better. LOCATION MEDIA PERFORMS
    40. 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. 41
    42. 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. 43 ANSWER: “Long Island, NY”
    44. 44. MOBILE ADVERVETISING VERVEMOBILE.COM Twitter: @vervemobile Facebook: facebook.com/VerveMobile LinkedIn: linkedin.com/company/VerveMobile
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