This deck summarizes at high level the commonly used location based targeting technologies for mobile advertisement. It categorizes those technologies into behavioral, geospatial, and geo-temporal types for advertisers, agencies, and publishers to reference.

1. LOCATION BASED TARGETING
TECHNOLOGIES
Yiwei Chen
yiwei_chen@yahoo.com
5/2014
For Mobile Advertisement

2. Six M’s Principle

3. "Mobile is as different
from the Internet,
as TV is different
from radio.”
- Tomi T Ahonen

4. Unique & Effective Ads Formats
Interruptive Interactive Viral Engagement
Unique to Mobile
All Applicable
Unique to Internet
Mobile Native Ads
Banner Ads
Spam XMS
Spam Email
Spam Push
Rich Media Ads
Search Ads
Stop-by Ads
Popup Ads
Social Media Campaign

5. Location-based Targeting

6. Why to Opt into Location Targeting
~50% Searches Traffic are Local
95% Smartphone Users
Conducted Local Search
77% Contacted Local
Business after Search
44% Made Purchases

7. Me & Mobile Ads Targeting
Behavior
Targeting
Demographic
Targeting
Me - expressing oneself and personalizing the phone

8. Movement & Mobile Ads Targeting
Geo Targeting In-motion Targeting
Movement - escaping the fixed place

9. Moment and Mobile Ads Targeting
Indoor/In-store
Targeting
Event-based
Targeting
Moment – expanding the concept of time

10. Money & Mobile Ads Targeting
Spending Habit
Targeting
On-checkin/checkout
Targeting
Money – extending financial resources

11. Multi-user & Mobile Ads Targeting
Social Influence
Targeting
Viral Marketing
Multi-user – extending one's self to one's community

12. Machine & Mobile Ads Targeting
Hyper-local
Targeting
Car Network
Targeting
Machine – empowering devices, gadgets and automation

13. Mobile Behavior Targeting Hierarchy
(Where(*), When(before), Whom(me, family, &friends), What(products&events))
Viral Marketing
Social Influence Targeting
Demographic Targeting
Spending Habit Targeting
On-checkin/checkout Targeting

14. Mobile Geo-spatial Targeting Hierarchy
(Where(pos), When(now), Whom(me), What(*))
Regional Targeting – State/Provincial
DMA Targeting – City
Geo-fence Targeting – District
Hyper-local Targeting – Zone
Indoor Targeting – POI
Geo-conquesting – POI Exclusion

15. Mobile Geo-temporal Targeting Hierarchy
(Where(route), When(future), Whom(me), What(product&services))
In-motion Targeting
Event-based Targeting
Car Network Targeting

16. Maximize User Reach & ARPU
@Event
@Purchase
@Viral
@Contacts
@Road
@Site
@Show
@Exit
More Location Based Targeting Factors for Real-Time Bidding
Behavior
Targeting
On-checkout
Targeting
Viral Marketing
Social Influence
Targeting
In-Motion
Targeting
Hyperlocal
Targeting
Indoor Targeting
Geo-conquesting
In-Motion
Targeting

17. yiwei_chen@yahoo.com