Transcript of "State of the market location-based power mobile advertising report for 2012 - verve mobile"
Volume 1State of the MarketLocation Powered Mobile Advertising Report2012 Annual Review
Verve is the expert in locationpowered mobile advertising goals of this report ›› Identify and define the principal strategies and approaches to location-based mobile advertising being leveraged by advertisers ›› Provide some quantitative distribution of the relative utilization of those different approaches ›› Show distribution across key industry categories of location-based mobile advertising ›› Analyze performance data across the location spectrum ›› Provide examples of successful location powered campaignsUnique targeting technology, unique audiences,and high quality location data make Verve thekey partner for national and local advertiserslooking to leverage location data to make theirmobile advertising more effective. METHODOLOGY Verve has analyzed 2,500+ mobile campaignsAs the largest location-based mobile advertising delivered during 2012, most of which werebusiness in the U.S., Verve serves many of the location powered:leading brands and publishers and offers the most ›› By strategy of location targeting ›› By industry/vertical or categoryinsightful data sets for expert-level reporting on ›› Click-through rates (CTR) ›› Performance by strategythe state of location-based mobile advertising. ›› Creative execution type 2
Types of location poweredmobile advertisingLocation targeting enables advertisers to be smarter in how they place mediaso that impressions are not wasted in areas where the advertiser has little orno presence. Advertisers are targeting particular market geographies frommetro areas, sets of zip codes, even zip+4, to specific miles radius aroundparticular locations. They are also targeting audience segments where thesegments are built on location-based data. ›› Geo-aware Geo-aware campaigns use real-time location data to deliver specific, Success STORY // FINANCIAL often dynamic, messages to the user based on their distance from the Making it epic nearest retail location or proximity to a particular location. Promotion: ›› Geo-fencing Credit card sports affiliate program Advertisers targeting users based on a set distance (often miles) from a location of interest such as a store, or physical site where known audi- Goal: ences frequently visit. Consumers outside of the geo-fence would not Increase program enrollment and be served the ad because they fall outside of the location parameters. brand awareness This technique is particularly useful for advertisers looking to drive foot Strategy: traffic to physical store locations. Content and location targeting to reach football fans at premier ›› Location-based Audience Data Targeting sports venues Advertisers targeting mobile users by leveraging anonymous third party offline data such as demographic types, transactional or Execution: psychographic attributes which are then coupled with high quality ›› Rich Media location data to determine audience “clusters” by geographic area. ›› Device Type (Smartphone + iPad) Result: ›› Place-based Targeting Football fans responded to this mobile Advertisers targeting users based on audience segments that are built campaign with great excitement based on a user’s location and time. Verve has worked with a third generating a CTR 5x higher than the party data provider, and more recently launched its own platform, that industry average. slices the entire U.S. into micro-grids and associates multiple data points to each grid. So, if an advertiser wants to target “soccer moms” CTR: Verve would recommend targeting location grids that score high for that type of audience such as suburban supermarkets or playgrounds 2.0% during school hours, on weekdays. 3
Mobile campaigns leveraging location targetingoutperformed non-location targeted campaignsby a factor of 2xAs 2012 progressed, advertisers began to get more Location Targeting by Strategysophisticated in their targeting approaches, leveraging City Zip* Geo-aware 4%more geo-fenced, geo-aware and location-based audience 6% 14%targeting. In 2011, only 17 percent of Verve campaigns weregeo-fenced or geo-aware but in 2012, 36 percent of Verve Geo-fence DMAcampaigns leveraged geo-aware or geo-fencing strategies. 30% 22% 2x Audience** 24% Performance Increase * Zip includes Zip+4 ** Audience includes third party data and place-based targetingWho is using location powered advertising?Of the 2,500+ mobile campaigns delivered on the Verve Platform and analyzed for this report, most utilized locationtargeting, which is not surprising as Verve’s focus is location targeting. The chart below shows the percent of campaigns runon the Verve Platform that were location targeted by advertiser industry/vertical. Advertisers with physical, brick-and-mortarlocations and those with inherently local products like real estate led in the percent of campaigns that used location targeting. Location Targeted Campaigns by Vertical Grocery Political Healthcare Lottery Real Estate Education Automotive Restaurant Telecom Retail Travel Financial Consumer Goods Consumer Electronics 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 4
Restaurants and retail led all advertisers in theuse of geo-aware and geo-fenced campaignsAdvertisers are increasingly using dynamic, location powered creative to facilitate traffic to the nearest retail or restaurantlocation. Consumer goods companies were also successful in driving mobile users to the nearest grocery or retail locationwhere their products are sold. Audience targeting is also a popular tactic, allowing an advertiser to focus only ongeographic clusters that index highly for their desired demographic . DMA / Zip / Zip + 4 Geo-aware or Geo-fenced Audience RESTAURANT RETAIL TRAVEL CONSUMER GOODS 7% 13% 13% 21% 50% 55% 30% 43% 32% 49% 57% 30% TELCO FINANCIAL AUTO POLITICAL 3% 22% 20% 28% 27% 11% 10% 69% 67% 70% 73% Success STORY // RETAIL Location is fashion-forward Promotion: Execution: David Beckham Bodywear ›› Dynamic ›› Expandable Goal: ›› Tap-to-Map Generate excitement around the ›› Social Media Integration David Beckham Bodywear line at a leading, global retailer. Drive Result: traffic to specific store locations, Verve’s targeted mobile and participation in their mobile campaign helped drive sweepstakes program. thousands of Beckham fans to select retail locations. Strategy: Geo-fence around store locations CTR: in San Francisco, Los Angeles, and New York. Audience and 2.3% location-based audience targeting was also applied. 5
Performance by locationtargeting strategyAll location-based tactics exceeded the industry average CTRs of 0.4percent. Geo-aware and geo-fence mobile programs led average CTRs. CTR by Targeting Tactic 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% Geo-aware Geo-fence City Zip DMA Audience Third party Success STORY // GROCERY place-based audience Industry avg. 0.4% Cheers to location Promotion:Not all mobile In-store“Brewniverse” eventinventory is equal Goal: Strengthen this high-end grocer’s presence inA clear trend in 2012 was the strong performance improvement of local communities throughout Texas and raise awareness of special products being promotedcampaigns that incorporated location-based strategies. Equally through in-store events.interesting was the effect location had on campaigns delivered across Strategy:premium local media properties, highlighting the synergies between Utilize dynamic, geo-aware mobile ads tolocation and context. personalize messaging to users closest to the grocer’s store locations.Both national and local inventory exceeded exchange-based inventory,which is known to be unreliable in terms of location quality, anywhere Execution: ›› Expandablefrom 3X-to-5X while holding location-based tactics constant. ›› Interstitial ›› Tap-to-Map Impact of Quality Inventory on CTR Result: 2.0 By combining effective creative with location targeting and by putting “user distance to store 1.6 from location x” into the creative, KPI bench- marks were exceeded and the grocer continued 1.2 CTR their mobile campaign with Verve through the 0.8 holidays and into 2013. 0.4 CTR: 0.0 Premium Premium Exchange-based 4.1% Local National Inventory 6
Beyond the click, users are engaging withbrands on mobile devices in many waysHaving clear and meaningful calls-to-action enticeuser engagement especially when coupled withlocation utility such as pointing out where a user isrelative to a store location. Interaction Rate Calls 9% Video 4% Maps 3% Calendar 3% Social 3%Success STORY // CONSUMER ELECTRONICSDriving foot trafficPROMOTION:Printer sales Execution:Goal: ›› e-CircularIncrease awareness of a ›› Tap-to-mapspecific printer brand among ›› Tap-to-call Result:consumers and drive traffic to ›› Intersitial Overall, the campaign was a success achieving thephysical retail locations that ›› Geo-aware expandables goals determined by the advertiser. Expandablesold the product. and mobile e-Circular executions were the highest ›› Utilize third party offline performing, with engagement rates exceeding theStrategy: shopper data to increase industry average.Leverage multiple targeting likelihood of reachingstrategies to reach the right consumers in market CTR:consumer who is in the marketfor a new printer at the right 2.4%place and time. 7