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

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”

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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

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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%

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AUTO
#1 in use of location-powered media

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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

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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