Mobile Advertising | Hyper-Local Targeting, Hyper-Performing Results

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In this product session at meshmarketing, mediative's Jennifer Dunn, Director of Product and Channel Management, explains why location matters for mobile, where mobile traffic comes from, and how we used location for success.

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Mobile Advertising | Hyper-Local Targeting, Hyper-Performing Results

  1. 1. Mobile Advertising HYPER-LOCAL TARGETING. HYPER-PERFORMING RESULTS.
  2. 2. 1. 1 WHY LOCATION MATTERS FOR MOBILE 2 2. WHERE MOBILE TRAFFIC COMES FROM 3. 3 HOW WE USED LOCATION FOR SUCCESS
  3. 3. 2011 BOUGHT LARGEST MOBILE BUY TO THAT POINT. 3
  4. 4. JAN 2012 LAUNCHED MEDIATIVE MOBILE AD NETWORK. 4
  5. 5. JUNE 2012 LOCATION IS EVERYTHING.
  6. 6. The Marketer’s Holy Grail: TARGETING SHOPPERS OUTSIDE YOUR STORE
  7. 7. 2012 was the perfect storm: INCREASE OF SMARTPHONE USERS INFLUX OF MOBILE PUBLISHERS
  8. 8. AUG 2012 TESTED GEO TARGETING.
  9. 9. BUILT 10KM GEOZONES around 5 GTA Walmart stores
  10. 10. DIFFERENTIATED MESSAGING per geo-located Walmart store
  11. 11. 3 weeks Over 1M impressions. Nominal increase over industry benchmark of 0.57% 0.60% CTR.
  12. 12. Needed to get in a consumer state of mind As a shopper, what motives & drives me?
  13. 13. MOBILE ISN’T THE SAME AS DESKTOP BECAUSE OF MOVEMENT. 1 5
  14. 14. WANTS & NEEDS CHANGE THROUGHOUT THE DAY WHY WASTE IMPRESSIONS WHEN YOUR PRODUCTS AREN’T WANTED? LOCATION ENVIRONMENT TIME MATTERS. MATTERS. MATTERS. Intent varies when consumer is at work, relaxing or on the go. External factors impact how consumers feel and what they want /need now. Consumer motivations vary greatly at different times in the day 1 6
  15. 15. HOW IT WORKS HYPER-TARGETING. HYPER-OPTIMIZATION. AD COPY 1 AD COPY 2 1 2 3 4 A audience strategy outlining locations, environments and times consumers will want your offer. Geo-zones we have built off Yellow Pages business listings (as small as 100m) around the locations that were identified in (1). Real-time data feeds built into our geo-zones delivery algorithms that identify current weather, traffic and pollen levels. RTB ad pushes when a user opens up a mobile page/app and conditions (2) and (3) meet the strategy defined in (1). 1 7
  16. 16. Targeting Business Districts. From 3PM to 6 PM. 1.10% CTR. 18
  17. 17. Targeting Pools. On 2012’s Hottest Day of the Summer. 1.75% CTR. 19
  18. 18. 1. 1 WHY LOCATION MATTERS FOR MOBILE 2 2. WHERE MOBILE TRAFFIC COMES FROM 3. 3 HOW WE USED LOCATION FOR SUCCESS
  19. 19. 22M impressions a week 10% 25% from BC 9% from AB from QC 49% from ON 2 1
  20. 20. LIFESTYLE ZONES • Auto Dealerships • Garage & Repair Centres • • • • Business Districts Airports Hotels Conference Centres • • • • Universities Nightlife Zones Casinos/Racetracks Movie Theatres • Residential Zones/The Suburbs • Nurseries & Daycare • Pools & Parks • Elementary & High Schools • Financial Institutions • Shopping Malls • Electronic Stores • Grocery Stores • Hospitals & Clinics • Gyms & Fitness Centers • Home Renovation Stores • Real Estate Agents • Yoga, Pilates & Dance Studios • Spas & Hair Salons • Sports Arenas • Pubs & Bars 22
  21. 21. of all Cdn QSR traffic comes from 40% coffee chains 1.4X Starbucks than in Tim Hortons 2.8X Second Cup than in Starbucks more traffic (average per location) in more traffic (average per location) in 2 3
  22. 22. MOST Cdn auto dealership mobile traffic comes from Mercedes, BMW, Audi, Toyota, Mazda more traffic (average per location) in 4.0X Toyota than in Chrysler 4.1X Mercedes than in Audi more traffic (average per location) in 2 4
  23. 23. 60% of all grocery-driven mobile traffic comes from Loblaws and Safeway locations more mobile traffic (average per location) in 1.1X Costco stores than in Walmart more mobile traffic (average per location) in 1.7X Costco than any other grocer 2 5 2 5 2 5
  24. 24. more mobile traffic (average per location) in 4.5X Indigo than any other store brand 2.5X Ikea than in Winners/Homesense 3.6X The Bay than in Sears 19X Best Buy than Apple Stores more mobile traffic (average per location) in more mobile traffic (average per location) in more mobile traffic (average per location) in 2 6
  25. 25. 1. 1 WHY LOCATION MATTERS FOR MOBILE 2 2. WHERE MOBILE TRAFFIC COMES FROM 3. 3 HOW WE USED LOCATION FOR SUCCESS
  26. 26. 1 YEAR 70 ADVERTISERS
  27. 27. HYPER-LOCAL for a A MOBILE SERVICE PROVIDER
  28. 28. OBJECTIVE: INCREASE ENGAGEMENT WITH YOUNG, HIP, TRENDY TARGET
  29. 29. OBJECTIVE: INCREASE ENGAGEMENT WITH YOUNG, HIP, TRENDY TARGET 1 REACH MASS AUDIENCE: STAMPEDE 2 REACH IN-MARKET CONSUMERS: OSHEAGA 3 REACH IN-MARKET CONSUMERS @ PARTNER RETAILERS
  30. 30. 1 REACH MASS AUDIENCE: STAMPEDE WANNA WIN A NEW SMARTPHONE? 0.22% CTR (vs. 0.47% telecom standard) only 31,755 imp delivered due to crowd density
  31. 31. 2 REACH MASS AUDIENCE: OSHEAGA 0.24% CTR (vs. 0.47% telecom standard) only 229,228 imp delivered due to crowd density FOLLOW US ON INSTAGRAM TO WIN AT OSHEAGA!
  32. 32. 3 REACH IN-MARKET CONSUMER: H&M 0.89% CTR (vs. 0.47% telecom standard) SWITCH TO OUR PHONE & GET 20% OFF AT H&M
  33. 33. AUTO MAINTENANCE SERVICE Targeted ads in Garages. Avg Mobile CTR for Automotive = 0.19% We delivered a CTR = 1.00%
  34. 34. FAST FOOD RESTAURANT Targeted ads in Business Districts. before Breakfast & Lunch. Avg Mobile CTR for Restaurants = 0.44% We delivered a CTR = 0.69%
  35. 35. FAST FOOD RESTAURANT Targeted ads in Hotels. before Breakfast & Lunch. Avg Mobile CTR for Restaurants = 0.44% We delivered a CTR = 1.52%
  36. 36. BABY PRODUCTS Targeted ads to New Parents in Baby Shops & Prenatal Clinics. We delivered a CTR = 0.98%
  37. 37. Location isn’t important only for stores. BRANDS NEED TO THINK LOCAL TOO.
  38. 38. where your customer is most receptive to your offer.
  39. 39. Access our Thought Leadership on Local Marketing Mediative.com/Resources

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