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MaxAxion & StrikeAd Geo-fencing and Geo-Audiences
- 1. StrikeAd: Geo-Fencing andGeo- Audiences PRESENTER: Nicolle Harding October 2014| www.strikead.com
- 2. RTB is aboutreaching the right person in the right place at the right time
- 3. Layering on ThirdParty Data to our Bid How we maximize the opportunity by selecting the best ad
- 4. Understanding your Audience Factual is one of our preferred 3rd Party Data (DMP) Partners Our DMP partners have profiled hundreds of millions of consumers based on observed digital and real-world behaviors that you can target through our platform 45 yrs old Architect Lives in London Married with kids Drives an Audi Earns over £100K 33 yrs old Part time admin Lives in Copenhagen 2 children under 10 Loves interior design Earns under €20K 31 yrs old Runs a start-up in New York Loves gadgets and cycling Heavy social media user 21 years old Recent law graduate Lives in Sao Paolo Loves fashion Has an iPhone 5c
- 5. StrikeAd Geo Fencing How StrikeAd delivers Geo Fenced campaigns with global scale
- 6. 1 - GeoFencing Create geo fences that precisely fit your campaigns’ needs • Target users based on distance from commonly named businesses and point of interest • For example, ‘1mile around all USA High Schools’, ‘300yds around California Auto Dealers’ • Global Places allows for international targeting Laser focused on Location. Geopulse Proximity enables you to create geofences that precisely fit your campaigns’ needs Uses the best data Factual’s data covers 65M places in 50 countries and is updated in real time Large scale Campaigns can include tens of thousands of geofences Visual Designer Shows your campaign’s geofence distribution on a dynamic map Simple to use Adjustments to campaigns are made by simply adjusting filters in the Proximity Designer Transparent Designer shows you the places you are targeting and puts them on a map Easily searchable Add businesses or place categories to a campaign directly from Factual’s Global Places
- 7. Geo-Targeting – StrikeAdExcels Geo-tracking can be done by country / state / DMA / postcode / latitude / longitude, by POIs, or even by demographic profile StrikeAd is the leading DSP for Geo-Targeting Flexible targeting options: Target your campaigns by country, by state, by DMA, by postcode or by latitude/longitude Geo-fencing: Provide us with a list of addresses (e.g. store locations) and we can geo-fence an agreed area surrounding those locations StrikeAd Fusion allows for creation of geo-fences, uploading of DMAs/Zips/Postcodes/Lat/Lons. 75% of our inventory is in app, allowing for significant GPS Lat/Lon inventory. By selecting ‘GPS Only’ Lat/ Lon coordinates will only be bid on if included within the request and response
- 8. Geo-tracking can bedone by country / state / DMA / postcode / latitude / longitude, by POIs, or even by demographic profile Using Factual Proximity If you don’t know the locations of stores, parks, business parks etc Flexible targeting options: Target your campaigns by country, by state, by DMA, by postcode or by latitude/ longitude Geo-fencing: Provide us with a list of addresses (e.g. store locations) and we can geo-fence an agreed area surrounding those locations
- 9. Example: Geo-Fencing RetailLocations • StrikeAd’s Retail database (over 50 million retail locations) empowers advertisers by allowing them to reach users around retail locations where your products are sold. • Set your own radius’ around retail locations and confidently reach consumers in that area with the highest quality Lat/Long & Retail Store Location Data • Example below: US Kroger’s Locations. Can also be applied for Walmart, Target & All Grocery Store locations
- 10. StrikeAd Geo Audiences Reaching your target audience anywhere
- 11. 2 - GeoAudience StrikeAd offers two main products – the first: • Target based on places users have been, over Laser focused on Location. Audiences are built off the individual places users go, because action is the best indicator of intention Real world activity Behavioral patterns built off mobile signals, reflecting each user’s real world activity Fresh data Profiles rebuilt every two weeks to ensure rich, insightful Audience profiles for each user Quality lat/longs Separate bad lat/longs from the good ones, ensuring only the best data is used. Personal Designed for 1-to-1 engagement with users, keeping in line with personal ethos of Mobile Private Anonymous profiles, taking responsibility to not violate user privacy very seriously Continually enriching Audience segments use machine learning to get better each week, iterating toward perfection time • Based on User Behavior - Location allows you to infer targetable characteristics about a user • Predictive User Modelling for Demographic Attributes e.g. In-Market Auto Buyers w/ HHI $100k+
- 12. How Do webuild Audiences? We assess real world user activity at locations a user visits to build a detailed user profile GEOGRAPHIC DEMOGRAPHIC Income: $100K-‐$150K Age: 25-‐34 Gender: Male BEHAV I O R A L Affluent Customer Movie-‐goer Business Traveler LAX Airport Santa Monica Home Loca)on: Santa Monica, CA Areas of Ac)vity: Century City LAX Airport Culver City San Francisco
- 13. Example: Suburban MomSegment Building Audiences With Location Data Location: New York Demo: W25 – 54 Audiences Walmart Shopper, Suburban Mom, White Plains Resident, Healthy Lifestyle, Coffee Drinker # Sessions Lat Lng City State Location context 98 30.640311 -96.251226 Westchester NY White Plains Residence 18 32.732846 -97.372314 New York NY White Plains Middle School 4 30.616667 -96.32373 Westchester NY Walmart Location 18 30.649334 -96.341561 Harrison, NY NY Equinox 16 30.649334 -96.341561 White Plains, NY NY Starbucks Raw Input Data (32.231628, -‐97.504504) (30.616667, -‐96.323731) (30.640311, -‐96.251226) (32.732846, -‐97.372314) (32.156955, -‐95.408059) (32.156955, -‐95.408059) (30.559973, -‐96.261421) (30.559973, -‐96.261421) (30.616667, -‐96.323731) (30.559973, -‐96.261421) (32.231628, -‐97.504504) (32.732846, -‐97.372314) (30.559973, -‐96.261421) (30.656624, -‐96.343592) (30.640311, -‐96.251226) • Processing Geographic Data For Context (Last 30 Days) • Build Custom Segments by analyzing where users have been over time. Ex: Walmart Shoppers
- 14. 1 4 Example:In-Market Auto Buyer Audience profiles are used to target ads to the right users, using each user's actual location history Profile Parameters • This segment reaches users that are likely to be interested in purchasing or leasing a new or pre-owned vehicle. • In-Market Auto Buyer users have a recent location history of visiting car dealerships • After three months without activity at auto dealerships, users are removed from the In-Market Auto Buyer segment. • Machine learning algorithms continually process location patterns of in-market auto buyers and improve the segment accuracy. • The In-Market Auto Buyer is particularly useful for auto manufacturers seeking to maintain a steady line of communication In-Market Auto with buyers shopping for a car. Buyer
- 15. Location-Based Mobile AdCampaigns Require High Quality Data
- 16. StrikeAd Ensures ProductsAre Built On Clean Lat/Longs
- 17. Case Study: GlobalSports Apparel Brand
- 18. Major Sports ApparelAdvertiser StrikeAd delivers impressions and clicks while successfully engaging their clients’ geo-specific audience Client’s objectives: • Raise awareness, drive traffic and engagement on the clients’ website • Target key audience of High School students Objectives achieved: • StrikeAd’s granular targeting capabilities ensured the ad was delivered to the right audience (High School Students) by Geo-Fencing 22,000 US High Schools with aid of Factual as Geo-Data Partner • The data collected was then meticulously analysed to derive the client’s target audience, these learnings were used to make key optimisations to increase CTR • Post campaign Device IDs were delivered to the client for use in future campaigns Results of the campaign: StrikeAd drove a consistent increase in performance week over week On May 27th StrikeAd moved to optimized buying and turned on the retargeting line, which drove up CTR by 250% in one week Over the course of the three week campaign CTR peaked at 0.69%
- 19. StrikeAd outperformed industrystandard CTR Benchmarks 0.50% 0,60% 0,69% Location + Data Driven CTRs for Mobile Display* Industry xAd StrikeAd *Source: xAd Mobile LocaWon Insights Q3 2013
- 20. Why Choose StrikeAd? The Market Leaders Globally in Programmatic Mobile
- 21. About StrikeAd Thefirst DSP specialising in Mobile Devices Originated from the UK in 2010 and now headquartered in NY, StrikeAd operates the worlds first mobile demand side platform - a single point where agencies and advertisers can plan, execute and evaluate all their mobile advertising. The largest buyer of mobile programmatic impressions StrikeAd Fusion is a propietary technology platform with integrations to provide the most RTB enabled mobile inventory granting clients access to over 60.5B monthly impressions, 200M US Users and 600M Worldwide. 1st and 3rd Party Data, Audience Targeting StrikeAd has partnered with the industry leading data solution providers to compliment its 1st party data set in order to provide advertisers with unique ways to effectively reach their target audience at scale and resulting in greater ROI. Real Time Optimization for Brand Solutions Whether its Rich Media and/or Video, StrikeAd helps drive brand performance beyond the click by optimizing towards video completions, rich media engagements and landing page conversions.
- 22. StrikeAd works withtop tier brands Our brand partners trust us to deliver results and exceed goals finance consumer/retailautomotive travel & dining CPGtelecom/cable agency partners trading desks
- 23. Advertising Solutions LocaGon Use locaWon to reach the right audience, with the right message, at the right Wme Audience TargeGng Leverage StrikeAd’s 1st and 3rd Party Data to reach specific behavioral audience segments most relevant to your campaign Performance Whether your goal is to drive App Download, App Re-‐Engagement, m-‐ Commerce, Lead GeneraWon, Click to Call, StrikeAd’s plaaorm has a targeted suite of performance soluWons to meet your objecWves Rich Media Drive brand awareness with high impact Rich Media Units opWmized towards the engagement metric In-‐Stream & Pre-‐Roll Video Extend your video reach and drive high quality views of your :15 or :30 sec video units across your smartphone and tablet devices Site/App RetargeGng Re-‐engage with consumers who have expressed iniWal interest with your product or offer
- 24. Huge reach nowexceeding 60Bn bid requests per month 70 000 60 000 50 000 40 000 30 000 20 000 10 000 0 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Impressions (millions) Source: StrikeAd (2013) smaato nexage mopub mojiva mobclix mediba madvertise google admeld adiquity
- 25. Engage vs Solo The key differences between our two main offerings StrikeAd Solo Self-serve StrikeAd Solo is a self serve platform, sold on a fee basis and offering full transparency as well as local support and training from the StrikeAd team StrikeAd Engage StrikeAd Engage is a fully managed solution sold on a per IO basis, with brand-safe whitelists available, local sales support and client services • StrikeAd Engage: a fully managed service with 24/7 access to StrikeAd’s team of experts • Simple and straightforward: no need for any understanding of mobile advertising or programmatic buying • Sophisticated mobile targeting: (by device, carrier, network type, app/site, etc…) • Risk free: Because it’s fully managed you can be confident on the cost of your campaigns • Scalable: huge mobile reach of over 60 billion monthly bid requests • StrikeAd Fusion: a single console through which agencies can plan, execute and evaluate hundreds of mobile campaigns • Sophisticated optimisation, tracking, insight and analytics: offering unparalleled levels of efficiency • Transparent inventory: providing confidence on brand safety • Transparent pricing: full transparency on cost of media and all other costs Fully managed
- 26. StrikeAd Offices: NewYork 261 5th Ave. – Suite 1600 New York, NY 10016 Chicago 316 N. Michigan Ave. Suite 250 Chicago, IL 60601 Los Angeles 1999 Avenue of the Stars, 34th FL. Los Angeles, CA 90067 London Centre Point 18th Fl. 101 New Oxford St. London WC1A 1DB Singapore 47 Club St. #04-01 Singapore 069424 MaxAxion Offices: Cape Town 10 Avenue, De L’Hermite Fresnaye, 8005 Johannesburg Unit 2, 266 West Avenue, Randburg Sandton, 2195 Zambia Unit 4, Corporate Park Alick Nkhata Rd, Lusaka, Zambia