The Top 3 Location-Based Advertising Insights Across Retail, QSR and Auto

3,327 views

Published on

Location-based advertising has evolved dramatically from its humble beginnings of simple geo-fence tests. Today, retail, QSR and auto brands are leading the way and running sophisticated campaigns that are delivering meaningful metrics.

Join a stellar group of marketers and mobile experts from Verve Mobile, xAd and YP, to hear the 3 most important insights from each industry category on how applying location intelligence to mobile campaigns will drive measurable ROI. These insights are based on thousands of campaigns in 2013 and 2014 - don't miss this data-rich discussion!

Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association

Presenters:

Monica Ho
Senior Vice President, Marketing
xAd

Heather Sears
Executive Director, Marketing
YP

James Smith
Chief Revenue Officer
Verve Mobile

Published in: Education

The Top 3 Location-Based Advertising Insights Across Retail, QSR and Auto

  1. 1. March 18, 2014! The Top 3 Location-Based Advertising Insights Across Retail, QSR and Auto! 1   M!A!M!Webinar Series!
  2. 2. 2   As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at large! For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits ! ! "INSIGHTS: ! "Access a world of insights through our white papers, articles and case "studies. Support your mobile agenda and ensure mobile readiness! ! "CONNECTIONS: ! "Interact with passionate leaders and stay on the cutting edge. Boost "your business and career by connecting with the people that matter! ! "IMPACT: ! "Influence industry frameworks, standards, guidelines and best "practices. Join the industry initiatives that shape the future of mobile! About the MMA !
  3. 3. 3   ! The MMA location committee was established to give advertisers and their agency and media partners the confidence to invest their ad dollars into a growing new category of mobile ad products and services. This webinar is being produced by the Advertising Working Group of this committee and is meant to provide key insights into the ad strategies and tactics working for some of the top mobile advertising categories in mobile-location today: Retail, Restaurants and Automotive.! Overview!
  4. 4. 4   •  " Location: the unique to mobile opportunity! ! • " Common Location Terminology ! "! • " Top Tactics by Category! "! • " Client Case Studies by Category! ! • " Q&A! "! "! Today’s Agenda!
  5. 5. 5   Moderator! Presenters! Monica Ho! SVP, Marketing! MMA Location Committee Co-Chair! xAd! Monica.ho@xad.com! ! James Smith! Chief Revenue Officer! MMA Location Advertising, Working Group Lead! Verve! James.smith@verve.com! ! Leo Scullin! Head of Global Industry Initiatives! Mobile Marketing Association! Heather Sears! Executive Director, Marketing! MMA Location Advertising Committee Member! YP Mobile! Heather.sears@yp.com! ! !
  6. 6. 6   Managing Your Questions! Share the Insights! #MMAWeb!
  7. 7. LOCATION:THE UNIQUE TO MOBILE OPPORTUNITY 16%   Mobile As a % of Online Sales Source:  IBM,  Q4  2013   77%  20%   Where Was Purchase Completed In  Person  Online   Source:  xAd/Telmetrics  Mobile  Path  to  Purchase   Study  Commissioned  by  Nielsen,  2013   •  Today nearly 70% of smartphone access is spent out of the home or on-the-go •  As a result, in addition to driving online actions – mobile impacts offline activities as well
  8. 8. 26% 18% 13% 12% 11% 10% 6% 4% TOP INDUSTRIES FOR LOCATION-BASED ADVERTISING RETAIL 26% AUTO 18% QSR/RESTAURANTS 12% Retail Auto CE/Tech Restaurants CPG Finance / Insurance Telecom Travel
  9. 9. IN MOBILE - IMMEDIACY OF NEEDVARIES BY CATEGORY Source: xAd/Telmetrics Mobile Path to Purchase Study commissioned by Nielsen: Understanding Mobile’s Role in the Consumer Path to Purchase - 2013 89%   59%   55%   Restaurant Retail Automotive Immediacy of Consumer Need Within the day Within the month Month +
  10. 10. AS A RESULT, SO DO CONSUMER EXPECTATIONS 65%   57%   53%   0%   10%   20%   30%   40%   50%   60%   70%   Restaurant Retail Automotive Looking For Businesses Within 5 Miles of Their Location Source: xAd/Telmetrics Mobile Path to Purchase Study commissioned by Nielsen: Understanding Mobile’s Role in the Consumer Path to Purchase - 2013
  11. 11. KEY INSIGHT IMMEDIACY OF NEED DRIVES IMPORTANCE OF PROXIMITY IMMEDIACY OF NEED IMPORTANCE OF PROXIMITY high low high low RESTAURANTS RETAIL AUTO
  12. 12. •  Geo-Fencing •  Identifies a point of interest on a map and establishes a radius around it for targeting purposes. •  Geo-Conquesting •  Uses location data to identify a brand’s competitors in an effort to promote a competing or competitive offering to their customers. •  Geo-Behavioral/Location-Based Audiences •  The ability to target unique audiences and/or users based on the context of a given location, past or present location behaviors etc. •  Retargeting •  Re-messaging to users based on past offline and online visitation behaviors MOBILE ADVERTISING

×