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GeoFence Anywhere - Location Based Advertising Technology
GeoFence Anywhere is a location-based media platform that uses mobile device location data to deliver targeted ads and content to consumers. Their platform matches advertiser content to consumers based on location and movement tracking. They aim to connect businesses and consumers through location intelligence and mobile technology. GeoFence offers proximity-based targeting and retargeting capabilities to drive real-time foot traffic and optimize audience segmentation. They have extensive location data from 90% of US smartphone households to build custom audiences at scale. The platform provides analytics to measure campaign delivery, consumer engagement, and business performance metrics.
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GeoFence Anywhere - Location Based Advertising Technology
- 1. GeoFence Anywhere ©2016 LOCATION BASED MEDIA
- 2. CONSUMER ATTENTION HASGONE MOBILE CONSUMER ATTENTION ONLINE IS MOBILE Of Time Spent With Mobile Digital Media, 90% of That Time in Apps in US MOBILE IS DOMINANT Average Time Spent on Mobile, 2016 4.7HRS 62% MARKETER FOCUS FOLLOWS CONSUMERS Digital Ad Spend Will Be Mobile By 2018. 66% LOCATION IS EVERYTHING Businesses Investing In Location in 2016 2/3
- 3. GEOFENCE ANYWHERE DELIVERS Ourplatform leverages location on a mobile device to observe the movement of people and match them to an advertiser’s content. Our Mission: To connect businesses and consumers, with our world class mobile technology platform and location information to deliver great consumer experiences and positive business results. LOCATION DATA AUDIENCECREATIVE ANALYTICS
- 4. ACT NOW: Drivingreal time foot traffic and sales Immediate action Proximity-centric tactics Proximity-centric messaging ACT LATER: Location as a data point Real World Context for optimal Audience Segmentation Retargeting with Relevance Leveraging “location intelligence” in two ways
- 5. • 90% Coverageof US Smartphone Households • More households, more devices, and the only location platform with enough precision and data to create custom audiences at scale Purchase behavior, brands, or data partnerships Where users go, where they shop, what they do, where they have been Specific markets, neighborhoods, zip codes, or events Age, gender, household income, parental status, and more 3rd Party DataGeographic Demographic Purchase behavior, brands, or data partnerships Where users go, where they shop, what they do, where they have been Specific markets, neighborhoods, zip codes, or events Age, gender, household income, parental status, and more Behavioral Custom Audience Segments
- 6. REINVENTING THE (ORDINARY)MOBILE AD Header Clicks To Store URL Directions To Nearest Location Click to Call Play Video
- 7. REINVENTING THE (ORDINARY)MOBILE AD MOBILE-FIRST APP-LIKE EXPERIENCES A SMARTER WAY TO DO VIDEO ENGAGEMENT BEYOND THE BANNER
- 8. PLAN Visualize where customers goand plan campaigns around their destination • Easily geo-target based on a location from our extensive library of businesses • Advertise near competitors and drive customers to retail locations • Understand potential reach based on location and consumer segment • Create a segment of users to target in a later campaign
- 9. Headline results: • Incrementalvisit rate (key success metric) • Cost per visit, cost per incremental visit, store conversion rate, and other fields provide critical insights CAMPAIGN OVERVIEW
- 10. LEARN AND MEASURE:CONSUMER ENGAGEMENT AND RESPONSE DELIVERY • Store conversion • Visit frequency • Clicks, secondary actions, time spent, etc. • Conversion metrics • Devices exposed • Frequency • Reach among target devices • Incremental visits • Incremental visit frequency • Incremental conversions How did it deliver against targets? How did consumers engage with it? How well did it hit ‘in-market’ consumers? How well did it drive performance against KPIs? ENGAGMENT RELEVANCE PERFORMANCE
- 11. EXTEND The right data leadsto destinations. Beacons are the definitive location signal. GEOBEACON Our newest asset, providing next generation beacon technology for marketers. • Precision • Contextual personalization • In-store customer behavioral metrics • Mobile checkout and payment initiation, Low smartphone battery impact 360 degree customer insight Connect out-of store behavior with in-store insight Increase engagement & basket size Reported basket size increase of 14% (MMA)
- 12. Take Brand Engagementto the Next Level GeoFence Anywhere © 2016 LOCATION BASED MEDIA GEOFENCING + TRACKING QUESTIONS? CONTACT 888-690-5791 x 103 WWW.GEOFENCEANYWHERE.COM
Editor's Notes
- #3 We focus our company and ad placements on mobile, in-app because that’s where consumers are today. All indications are that 2016 was a major inflection point for the industry. Users are spending more time on their mobile devices than ever before. Especially for younger consumers (we call them Mobile Prodigies), they may spend very little time elsewhere. They are increasingly not watching television, not listening to the radio, not reading print pubs, and not on their PC. Mobile is often their “primary screen” (for many their only screen) and their mobile devices are with them every waking moment. Most consumers are spending the majority of their mobile time in applications – social media, video players, image sharing, news, weather, sports, gaming, music. Their attention is in-app. And their apps preferences are constantly changing. As a result, popular social media and search platforms recently shifted to a mobile-first model (Google, Facebook included). The world has gone mobile, is in-app, and expects your understanding of their current needs. Is your advertising strategy keeping up the pace?? References: We spend more time on mobile than in front of TV. Source: http://flurrymobile.tumblr.com/post/128773968605/the-cable-industry-faces-the-perfect-storm-apps Adults in the US spent an average of 4.7hrs on mobile in 2015 Source: Informate Mobile Intelligence Report http://www.informatemi.com/newsletter10022015.html Source: flurry - http://www.digitaltrends.com/mobile/informate-report-social-media-smartphone-use/ Of the hours they spend with digital media,62% of that is spent on mobile: more than the 38% spent on desktop/PC Source: Comscore 2015 Mobile App Report Of that time spent, the majority is on apps (90% in the U.S.),. Source: flurry - http://flurrymobile.tumblr.com/post/127638842745/seven-years-into-the-mobile-revolution-content-is 95% of Verve’s inventory is delivered in-app, <5% mobile web Marketers are responding to the shift in consumer attention by shifting spend into mobile advertising with vetted partners: eMarketer estimates mobile passed desktop ad $$ in 2016 By 2018 mobile is expected to be 66% of global digital ad spend Source: Salesforce, 2015 https://www.salesforce.com/blog/2015/01/2015-state-of-marketing.html
- #4 Our mission is to connect advertisers to consumers - leveraging our mobile advertising technology and location intelligence to deliver memorable consumer experiences and successful business outcomes. We drive consumers to act – to search for more details, to click to map their way to the store, to watch the video explaining the product, and then to visit the store or venue. We map key commerce locations in the US and for 200 Million mobile consumers. We combine that information with other key data sources to round out our understanding of who the consumer is, and where they are in their buyers journey. We profile mobile consumers into target audiences. We create and deliver compelling and engaging creative content. And finally, we track the results of our efforts – to prove out the impact of mobile advertising.
- #8 This slide features 3 creative experiences that highlight some of the innovation our in-house creative studio. Mobile-First App-Like Experiences It is a fact that consumers don’t like to click away from the site or app that they are on to go to a different destination. They are also more inclined to interact with ads that are aligned with their scrolling behaviors and experiences with familiar apps. In this particular ad, we combined our Tap to Map experience with a coupon. The first thing you’ll notice when this creative opens up is that we intentionally made it look and feel exactly like an advertiser’s app; we’ve introduced scrollable apps, and the map functions exactly like Google Maps with the blinking blue “I am here” dot. Consumers can see up to 10 closest locations and click to get directions, driving traffic directly to your store. Tap to Map can incorporate a whole host of other features and executions including a product carousel, video, interactive elements, games, and much more. A Smarter Way to Do Video Research shows that on average, users only watch 6-7 seconds of preroll videos. We also know that getting scale for preroll on a mobile device is also difficult. That’s why we reinvented the landscape with Smart Rise Video, which incorporates the best of both worlds. When the ad loads, it automatically starts playing, then auto-expands for a maximum of 7 seconds before returning to the banner to finish playing. When a consumer engages with the ad, it can open into a fully expandable experience or the native video player for a full-length trailer. Engagement Beyond the Banner It’s a known fact that takeovers are considered to be intrusive. Not ours! Because we understand everything about our consumers – where they live, where they work and the places they love to visit, we have the ability to serve a richer experience to the consumer that TRULY cares about an advertiser’s brand or product. Imagine for a moment that you’ve been to a bicycle store 3 times in the past week. We would obviously assume you’re likely in the market for a bicycle. Then imagine we serve you this banner, that has a brand new Schwinn ride across the screen twice and let’s you know where the nearest bike store is to find this very bike. That isn’t intrusive, but rather highly relevant! We’ve seen how technology and consumer expectations have advanced and fundamentally changed. Given that mobile consumers are often just that, mobile (on the move), advertisers need to understand how to immediately deliver relevant action oriented options – click to call, click to map, order with a click. We even offer options to conveniently save an ad for future action, forwarding, and sharing with friends.
- #9 Our “Plan” module is magic. The Plan module allows you to visualize where consumers have gone or interacted with their devices. You can use these location insights to determine potential reach and create segments for geo-based campaigns: Geo-targeting Competitive conquesting Complementary businesses Targeting based on location context can be used to drive an immediate action, prompting a pinpointed consumer to “Act Now” based on their current proximity to a given location, creating a memorable, meaningful, magical mobile experience with immediate value. Audience profiles based on habitual locations can be used to build awareness of products and services, and move that consumer to Act Later. Three types of reports available: Proximity – See locations and geo-fences around the locations on a map for a particular metro area. Draw similar geo-fences around competitors or any other business Location – See where customers who have entered your location go. The darker the hex, the higher the activity. Destination – See other locations where your customers go. Once a particular segment has been identified, it can be saved for targeting in your campaign.
- #11 After your campaign is completed, or at end of key phases, we supply comprehensive insights and analytics via reports. We employ the key data and metrics you need to understand what messaging was delivered, consumed, that you hit your targeted segments and locations, and whether it all had the desired impact. Did consumers engage with your content, click to call, get directions to your store, and did they actually visit more frequently than consumers not exposed to your mobile creative? We tell you what happened, and why.