This document discusses how brands can leverage geofencing and location-based marketing. It notes that while $4 trillion is spent in offline commerce annually, only 5% occurs online, representing a major opportunity. Geofencing allows targeting of mobile ads and offers to consumers based on their real-world location. The document outlines Placecast's capabilities for geofenced advertising campaigns and ShopAlerts to drive store visits and transactions. It provides an example of targeting parents near playgrounds and discusses best practices like integrating location data with other consumer data and thinking beyond targeting in stores only.

1. How Brands Can Get their Game
On Using Geofencing
Lee Karchawer,
Placecast

2. Placecastat a glance
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3. Placecast Capabilities
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4. The opportunity:
Location + mobile

9. Market opportunity:
$4 trillion in offline commerce
$ 4 Trillion
Total US Retail Sales¹
Select SoLoMo Categories
(Do not migrate easily to online²)
700
$660B
600
500
$491B
400
95%
offline
300
$305B
Offline
200
Online
100
$48B
$34B
$7B
0
5% online
2012
¹Source: US Department of Commerce
²Source: Mike Ghaffary/TechCrunch 2-24-13
http://techcrunch.com/2013/02/24/brick-and-mortar-wins/
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10. ©Placecast, proprietary and confidential, 2013

11. ChallengesMarketers Face with mobile
+ location
•
•
•
•
•
•
Sufficient reach and scale
Verifiable audience targeting
“My consumers” vs. somebody else’s audience
Cross-channel attribution
Ability to “close the loop” and measure ROI
Reporting and analytics
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12. ADVERTISER SOLUTIONS

14. ShopAlerts drives real-world
transactions
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15. Brand Value Highly Targeted Marketing
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16. Consumer Value Highly Relevant
Marketing
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17. Closing the loop Measurable
redemption through transaction
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19. PlaceAd:delivers reach at scale for
location
Over 10 Billion
location-based
impressions per
month
Site-level
transparency
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Real-time bidding
capabilities.
©Placecast, proprietary and confidential, 2013

20. PlaceAd: Localized mobile
campaigns with national scale
•
Reach customers on the go with
localized mobile display ads
•
Campaign creative tailored to
location, time and audience target
•
Dynamic ads incorporate real-time
information like:



•
Address and phone number of closest
retail location
In-store promotions and events
Inventory and prices
Full 3rd party ad serving support
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21. Creative: Ads created dynamically
Ads an be
dynamically tailored
based on:
• Location
• Time
• Audience
Segment
• Device
• Content Type
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©Placecast, proprietary and confidential, 2013

22. Example: Targeting audience and location
Geofence Playgrounds
Parenting Apps
Parents w/ kids under
18
PRIZM segments, Experian data
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23. SocialVibe/Target Case
Study

24. USE CASE
MOBILE/SOCIAL VIRTUAL CURRENCY
Consumers are prompted to engage with a brand while they are social gaming on the SocialVibe network. The
engagement opens, and users answer a series of questions about the brand. The engagement can also include
video, custom games, and more.
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©Placecast, proprietary and confidential, 2013

25. USE CASE
MOBILE/SOCIAL VIRTUAL CURRENCY
SocialVibe has integrated with Placecast to allow customers to receive additional currency through an additional optin geo-fencing step within the engagement unit.
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©Placecast, proprietary and confidential, 2013

26. USE CASE
MOBILE/SOCIAL VIRTUAL CURRENCY
•Online Social Engagement model extended into physical world via mobile
•Reward consumers with virtual currency each step through the purchase funnel
•Retarget pre-qualified users when they are nearby stores and other locations
•Program remains 100% opt-in, and delivers at scale
•No smartphone or app downloads required
•Cutting edge, first of its kind marketing program
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27. USE CASE
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28. USE CASE
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29. Best Practices
LOCATION IS AN ENABLER, NOT JUST A TACTIC
Location can take many forms – push and pull, in-store and at other places in the real world. Instead of buying a “location-based
campaign”, think about how location can be incorporated into everything you do on mobile, including coupons, direct-to-card
offers, branded apps – even augmented reality.
LINK OTHER DATA WITH LOCATION FOR BETTER TARGETING AND HIGHER TRANSACTION VOLUME
Data such as demographics and psychographics, past purchase behavior, CRM or loyalty data and even dynamic information like
weather can all be used to increase the relevancy of an offer to consumers
THINK BEYOND THE STORE
Geofences can be deployed anywhere and location offers a great way to associate an offer with an experience or place. Sports
arenas for post game, concerts to reinforce sponsorship, ski resorts, airports, gyms, even dog parks can all be used to trigger an
offer
PUSH AND PULL ARE BOTH RELEVANT EXPERIENCES - BUT MAY REQUIRE DIFFERENT OFFERS
Push offers via SMS or push-notifications should be high value and very relevant marketing offers; pull offers can be more nuanced
and focused on merchandising
INTEGRATE WITH OTHER MEDIA
Use other media to drive awareness then take advantage of mobile + location in proximity to a store can be a great reminder near
the point of purchase
CREATE MOBILE-SPECIFIC OFFERS
Mobile is a unique and highly personal medium – create offers that the consumer sees as a valuable service from the brand (vs.
publishing the same offers that are available on the web or in FSI’s)
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30. Lee Karchawer
National Sales Manager
+1 646-918-7874
Lee.karchawer@placecast.net
www.placecast.net