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LVIMA DPD 2015 - PlaceIQ
- 1. Drive Foot Traffic or “Journey Planning” LVIMA Digital Planning Day - July 16, 2015
- 2. Our Platform Structure Location Context Device Movement Audiences Activation Analytics Consumer Insights Platform
- 3. Place Visit Rate: Real-World Media Attribution PlaceIQ invented PVR® in 2012 and has been perfecting the industry-first foot traffic KPI ever since. This privacy-friendly solution utilizes opt-in technology and observes 100 million unique mobile users and over 10 billion location-enabled data points every day. Using your campaign data, PlaceIQ’s proprietary location analytics platform powers PVR® and deep insights on thousands of audience behaviors such as TV viewership, product purchases, dining, travel, recreation, and many more. PVR® is calculated by taking the total number of unique devices that received an ad during a campaign and then analyzing the percentage of those same devices that were later seen at a target location.
- 4. PVR®: Measure Foot Traffic w/ Precision & Scale 4 • PVR measures the movements of more than 100 Million devices and 15 Billion location data points a day, connecting ad exposure to foot traffic. • PVR’s scale, and the precision of our platform, allows us to not only measure foot traffic, but understand it: • Compare Line Item Tactics • A/B Controls
- 5. Location is not just for geo-targeting. Location is a language for defining the consumer journey.
- 6. Best Practices to Drive Foot Traffic Discovered by PVR: 1. Mix Formats 2. Mix Media 4. Message to the Audience 3. Message to the Moment
- 7. Learning 1: Mix Formats 7 1.0% 2.0% 4.3% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 320x50 Only 320x480 Only Both Formats Campaign PVR (Only 10 Impression Frequency) • The creative limitations of mobile are a challenge to us all. • Marketers are leaning towards more impactful larger formats. • Larger formats interrupt experiences, so over-exposure is a risk. • Multiple campaigns show larger ads drive more foot traffic, but audiences which receive both formats perform even better.
- 8. Learning 2: Mix Media 8 • Location can be used to connect devices to households, and the media delivered within. • By integrating Rentrak Targeting, mobile media was targeted to audiences most likely to view TV ads. • Mobile messaging complemented TV branding, not simply repeating it. • Keeping mobile and TV advertising in sync resulted in more than 60% lift versus mobile alone. 0.5% 0.8% 0.1% 0.1% 0.0% 0.2% 0.4% 0.6% 0.8% 1.0% Mobile Only Mobile + TV Campaign PVR PVR Control
- 9. Learning 3: Message to the Moment 9 • One can chip away at mobile creative’s limits by understanding an audience’s current context. • An auto campaign mapped specific features to specific family moments, highlighting the cars’ utility. • Messaging hit in-market audiences at the beach, mall, theme park, and more. • Messages aware of an audience’s current context generated >3x PVR. 0.13% 0.48% 0.49% 0.32% 0.00% 0.20% 0.40% 0.60% In Market Audience Beach Moment Mall Moment Theme Park Moment Campaign PVR
- 10. Learning 4: Message to the Audience 10 • Many campaigns designed for foot traffic use store maps as a call to action. • Different audiences respond to different tactics. Don’t assume your audience is starting from zero. • PVR lift versus a control is not correlated to clicking-to-map. • The top PVR audience had an average interaction rate, but the best clicking audience visited least. 25% 3% 36% 59% 0% 10% 20% 30% 40% 50% 60% 70% Audience X Audience Y Campaign PVR PVR Store Locator Interaction
- 11. Learning 4: Message to the Audience 11 • Often, campaigns try to drive foot traffic when targeting loyalists. • For many categories, like grocery or big box, the most loyal audiences can’t visit more often. • Measuring with just foot traffic doesn’t take into account this saturation. • Using A/B controls for each audience shows lift is much lower for your best audiences. 1.3% 2.7% 0.8% 2.1% 0.0% 1.0% 2.0% 3.0% General Audience Loyal Audience Campaign PVR Exposed A/B Control
- 12. Best Practices to Drive Foot Traffic Discovered by PVR: 1. Mix Formats 2. Mix Media 4. Message to the Audience 3. Message to the Moment
- 13. Location is not just for geo-targeting. Location is a language for defining the consumer journey. How far can we take the concept of “Journey Planning”?
- 14. Thank You
Editor's Notes
- We start with our platform, which allows us to quickly ingest and organize data and build on top of it. Location is a common denominator for all datasets -- Ours is made up of a billion 100x100 meter tiles covering the United States. Each of these tiles has 27 different time periods. This framework allows us to organize data. LOCATION __Now that we have a solid platform, we started filling it with data, ingesting hundreds of billions of data points from over 40 different data sources. This encompasses third-party data, partner data from companies like dunnhumby,Rentrak, and DLX, and our own first-party data, all of which gets rolled up into the platform. We’re taking many sources of disparate data and compiling it into a first-party source that is completely unique to PlaceIQ. Part of this proprietary, first-party data includes thousands of hand-made polygons – basically hand-drawn outlines of buildings and their parking lots using licensed satellite data. Also included are residential tiles. The data associated with these tiles defines what type of people live there – what their demographics are, what they watch on television, and even what they buy. MOVEMENT DATA __ Adding on device movement data makes the map come alive with human behavior as the output. That mobile device that you’re checking 150 times a day is keeping a constant tally on where you’re going, linking all of those movements together under one user profile. We’re seeing over 10 billion location-enabled device movements every day. AUDIENCE__So now that we understand where everything is and how people are moving throughout the world, we can define audiences. When you use location to define an audience, there are two ways to do this. The first is by understanding an audience by where they currently are, or where they’ve been. You can also target based on past real-world behaviors – somebody that has been to a Best Western. Additionally, we can write rules to create more robust and textured audiences – somebody that has been to a Best Western, watches Travel Channel, and makes over $75K per year. The combinations are limitless. ACTIVATE__Once an audience has been defined, we can reach them through a variety of methods. Though mobile is where we currently do most of our business, there are a number of other ways to activate media – desktop, video, even addressable TV. In mobile, we listen to mobile ad exchanges, and as requests come in, we look at the latitude, longitude, and device ID to determine if that device is part of an audience. If it does fit one of the audiences that we’re currently targeting, we may serve them an ad. ANALYTICS___ Our analytics layer allows us to understand audiences based on actual device movements and real-world behavior. This isn’t incentivized people filling out a survey – this is observed, passively collected data. Instead of a panel, we’re seeing a population of over 100 million unique devices, and understanding not only who they are, but if they responded to your ad. Place Visit Rate (PVR™) is a patent-pending, first-of-its-kind metric that measures the direct effect of advertising on actual visits to stores, restaurants, auto lots, and other physical locations. PVR™ measures offline consumer behavior through observed device movement, at scale, with unprecedented precision. CIP__ INSIGHTS PLATFORM___ PlaceIQ has built a consumer-centric knowledge platform to unify an organization’s intelligence about their consumers. We call it the Consumer Insights Platform, and its revolutionizing end-of-campaign reporting. The tool visualizes ad targeting and delivery, demographic and behavioral distinctions between exposed and converted audiences, and attribution measurement for each line item targeted in your campaign. The dashboard allows marketers to explore their campaigns with unprecedented detail. Where traditional media campaigns leave you with a performance report, our campaigns result in actionable insights that drive your future strategy.