Mike Maiorano
Regional Sales Director
Winstar Mobile Platform
Geo‐Cookie and Mobile Street Level Targeting
2
WHY WINSTAR MOBILE?
Location. Location. Location.
Location Experts
•The only mobile platform built explicitly  for locat...
3
SCALE TO DELIVER UNIQUE AUDIENCES
Brand safe location powered inventory
8 Billion+ 
Location enabled 
engagement 
opport...
4
LOCATION ACCURACY IS CRITICAL
What you want, isn’t always what you get
True user lat/long location
Zip code impression d...
MULTIPLE LOCATION VALIDATION FEATURES
Providing real location granularity
Location scoring To disqualify high density “cen...
6
targeting and audience
 Smart GeoFencing
 GeoBehavioral
 GeoCookie
6
SMART GEOFENCING
Dynamic fencing sizes based on local markets
7
Locations Traits: Real‐time proximity to advertiser or com...
8
SMART GEOFENCING BASED ON LOCATION INSIGHTS
Mobile knowledge you can use
GEOBEHAVIORAL TARGETING
Real time targeting based on location context
Demography
Targeting based on 
ethnicity, HHI and ot...
GEOCOOKIE – GEO RETARGETING
Mobile re‐targeting powered by location
10
• User profile is developed based on 
location hist...
30 DIFFERENT GEOCOOKIE SEGMENTS
Auto
Economy – Honda, Ford, GMC 
Luxury – BMW, Lexus, Audi
Repairs/Parts – Jiffy Lube, Aut...
GEOCOOKIE ACROSS 30 SPECIFIC BRANDS
Vertical Specific Brand
Finance Bank of America
Auto Chevy, Ford, Toyota, Honda, Lexus...
13
Overview of the key location competitors 
HOW WE’RE DIFFERENT
LANDING PAGE SUPPORT
Mobile optimized creative based on location
14
Rich Media
Click-to-Navigate
Click-to-Call
Click-to-em...
IN‐AD CLICK TO MAP FUNCTIONALITY
Ideal engagement for brick & mortar advertisers
15
POWER OF GEOBEHAVIORAL TARGETING BY VERTICAL
Vertical Objective Location Strategy
QSR Promote late night hours Set 2 mile ...
SAMPLE LIST OF LOCATION ENABLED APPS
Category Sample Apps
Utilities & 
Productivity
Travel
Business & 
Education
Family & ...
THANK YOU
on behalf of
Winstar Interactive Media!
Mike Maiorano
Regional Sales Director
248-465-8000
mikem@wims.com
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Mobile street level targeting 5 6-14. Beyond Hyper Local. Geo Cookie Behavioral

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42% of LBS are OFF by 2.2 miles. We have focused our resources and development efforts on making
sure that we get location right. After all, if the location is not right, then all our targeting is for not. Some of the things we do include:
1. Location scoring of specific locations. If we see thousands of impressions coming from a single spot ("Centroids"), and that spot is the center point of a city, zip or DMA,
it’s almost certain that the app developer isn't using true lat/long so we won’t serve ads against those locations.
2. Score specific apps so we know which apps provide the best data.
3. First Party Data: We leverage the first-party data from our Media Partner (TeleNav) to ensure that the points of interest addresses and geo-locations are all correct. This is important because it allows us to correctly target users who are inside an auto dealership for example because we know the lat/long we’re receiving is indeed of an auto dealership. This first-party data has been built and refined over the last 14 years of our engineering efforts.

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Mobile street level targeting 5 6-14. Beyond Hyper Local. Geo Cookie Behavioral

  1. 1. Mike Maiorano Regional Sales Director Winstar Mobile Platform Geo‐Cookie and Mobile Street Level Targeting
  2. 2. 2 WHY WINSTAR MOBILE? Location. Location. Location. Location Experts •The only mobile platform built explicitly  for location‐ based marketing •The only advertising platform with 14+ years in mobile  location services •Technology used by Ford, Sprint and AT&T for their GPS  applications  Unique Audiences Powered by Location •Singular focus on unique audiences that can’t be  delivered with other networks •Granular and transparent targeting •Smart Geofencing, GeoBehavioral and GeoCookie  Re‐Targeting   User Experiences Based on Location Full in‐house support for all banner and landing page  creative driven by location context
  3. 3. 3 SCALE TO DELIVER UNIQUE AUDIENCES Brand safe location powered inventory 8 Billion+  Location enabled  engagement  opportunities 1 Billion+  Contextually indexed  location tiles in  North America 70 Million+   Monthly users on  over 8,000+ brand  safe location  powered apps
  4. 4. 4 LOCATION ACCURACY IS CRITICAL What you want, isn’t always what you get True user lat/long location Zip code impression distribution with heavy  registration and “Centroid” traffic Zip code impression distribution with true  lat/long targeting and filtering technology Concentration of app assigned locations (Centroids) 42% of lat/long inventory is off by  3,500+ meters (2.2 miles)
  5. 5. MULTIPLE LOCATION VALIDATION FEATURES Providing real location granularity Location scoring To disqualify high density “centroids” App scoring To prioritize apps with high percentage of clean traffic Publisher audits To remove apps without location permissions Test Placements Test ads to verify and cross‐reference location accuracy Only 32% of lat/long inventory is  accurate within 100m
  6. 6. 6 targeting and audience  Smart GeoFencing  GeoBehavioral  GeoCookie 6
  7. 7. SMART GEOFENCING Dynamic fencing sizes based on local markets 7 Locations Traits: Real‐time proximity to advertiser or competitor locations Campaign Goals:  Reach in‐market consumers, Conquest competitors, Optimize by locality Smaller City: Data shows consumers will  drive a further distance, thus targeting  within miles of a location for optimal  performance Larger City: Data shows consumers will  walk to their destination, thus targeting  within blocks of location for optimal  performance
  8. 8. 8 SMART GEOFENCING BASED ON LOCATION INSIGHTS Mobile knowledge you can use
  9. 9. GEOBEHAVIORAL TARGETING Real time targeting based on location context Demography Targeting based on  ethnicity, HHI and other  factors  Category Business travelers, airports,  business districts, hotels Life Events & Activities Colleges, high schools,  sporting events  Targeting Notes All audiences can be optimized using  day parting, dynamic creative and  contextual cues such as weather and  day of week 9 Locations Traits: Real‐time targeting based on location context Campaign Goals:  Target on consumer traits: demo, HHI, ethnicity, age, life stage
  10. 10. GEOCOOKIE – GEO RETARGETING Mobile re‐targeting powered by location 10 • User profile is developed based on  location history • Profile is based on relevant  location segments (e.g., shopping,  automotive, entertainment, etc.) • No personally identifiable  information (PII) is collected • Advertisers can retarget users who  have visited specific segments • Visited 3 auto dealerships in  60 days • Auto Intender • Deliver Honda ad to user October 12 1:38PM October 5 2:30PM October 20 11:37AM Locations Traits: Targeting based on location history profile of consumer Campaign Goals:  Retarget in‐market consumers, Conquest competitors
  11. 11. 30 DIFFERENT GEOCOOKIE SEGMENTS Auto Economy – Honda, Ford, GMC  Luxury – BMW, Lexus, Audi Repairs/Parts – Jiffy Lube, AutoZone Education K‐12 – ABC Montesorri, Lincoln High School College – UCLA, Babson College Entertainment Amusement Parks – Sea World, Disneyland Bars & Clubs – Hooter’s, 111 Minna Movie Theatres – AMC, Century 21 Museums – MOMA, De Young Food Coffee Shops – Starbucks, Caribou Full Service – TGIF, Olive Garden Quick Serve – McDonald’s, Taco Bell Medical Hospitals, Doctors – Kaiser, Dr. Smith Veterinarian – VCA Hospital Retail Big Box – Target, Walmart Convenience – 7‐11, Circle K Department – Macy’s, Nordstrom’s Electronics – Best Buy, Fry’s Grocery Store – Safeway, Vons Home & Garden – Home Depot, Lowe’s Home Merchandise – BedBath, World Market Office Supplies – OfficeMax, UPS Store Pharmacy – Walgreens, CVS Shopping Malls – Westgate, Valley Faire Sporting Goods – Big 5, Footlocker Services Banks – Chase, Wells Fargo Fitness & Spa – Massage Envy, Gold’s Gym Gas Stations – BP, Chevron Other Sports & Rec – Golf, Wrigley Field, AFM Bowling Travel – Marriott, Hyatt, Hertz, LAX, JFK 16
  12. 12. GEOCOOKIE ACROSS 30 SPECIFIC BRANDS Vertical Specific Brand Finance Bank of America Auto Chevy, Ford, Toyota, Honda, Lexus Retail Macys, TJ Maxx, Marshalls Grocery Kroger, Safeway, Supervalue Big Box Walmart, Target, Costco, Best Buy, Sears, Kmart, Sam’s Club Pharmacy CVS, Walgreens Home Home Depot, Lowes Restaurants Applebee’s, Olive Garden, TGIF, Chili’s Hotel Marriott, Best Western, Hyatt
  13. 13. 13 Overview of the key location competitors  HOW WE’RE DIFFERENT
  14. 14. LANDING PAGE SUPPORT Mobile optimized creative based on location 14 Rich Media Click-to-Navigate Click-to-Call Click-to-email Video Creative Notes We support nearly all creative  implementations and can work  with you to build custom  solutions.
  15. 15. IN‐AD CLICK TO MAP FUNCTIONALITY Ideal engagement for brick & mortar advertisers 15
  16. 16. POWER OF GEOBEHAVIORAL TARGETING BY VERTICAL Vertical Objective Location Strategy QSR Promote late night hours Set 2 mile geo‐fence around all colleges  CPG Drive awareness at  shopping cart Set 1 mile geo‐fence around all grocery chains Entertainment Reach music/film lovers Set 1 mile geo‐fence around all concerts, film  festivals, music festivals to promote new film Auto Conquest Geofence competitive dealerships to drive  customers to own dealership Travel Better weather elsewhere Do special creative on raining days to promote  sunny resorts Restaurants Drive pizza delivery Promote new pizza delivery to encourage  ‘staying at home’ when it’s raining outside Retail Promote kids clothing Geofence 1 mile around playgrounds to reach  mothers with young kids Telecom Better network Convey sense of stronger network by letting  users know they are 400 feet from tower 15
  17. 17. SAMPLE LIST OF LOCATION ENABLED APPS Category Sample Apps Utilities &  Productivity Travel Business &  Education Family &  Parenting Lifestyle &  Shopping Category Sample Apps Social  Networking Arts &  Entertainment Games Sports Healthcare &  Fitness Accuweather Scout Text Free Weather Bug Bebo Echofon for Twitter Meet Me UberSocial Beat the Traffic Where Billboard Pandora Flixster MovieTickets.com Angry Birds Bubble Birds Draw Something Hanging with FriendsAssociated Press Business Insider Huffington Post Baby Bump ESPN MLB.com Shopping List Brides Martha Stewart Mixology Men’s Fitness Shape WebMD theScore CalorieCounter smallnest AroundMe GasBuddy Golf PadModernMom Baby Names 17 NPR News
  18. 18. THANK YOU on behalf of Winstar Interactive Media! Mike Maiorano Regional Sales Director 248-465-8000 mikem@wims.com

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