Winstar Mobile is a location-based marketing platform specializing in unique audience targeting and location accuracy. It leverages smart geofencing and geobehavioral targeting to optimize ad placements for over 70 million monthly users across 8,000+ apps. The platform focuses on delivering relevant ads based on user location history without collecting personally identifiable information.

1. Mike Maiorano
Regional Sales Director
Winstar Mobile Platform
Geo‐Cookie and Mobile Street Level Targeting

2. 2
WHY WINSTAR MOBILE?
Location. Location. Location.
Location Experts
•The only mobile platform built explicitly for location‐
based marketing
•The only advertising platform with 14+ years in mobile
location services
•Technology used by Ford, Sprint and AT&T for their GPS
applications
Unique Audiences Powered by Location
•Singular focus on unique audiences that can’t be
delivered with other networks
•Granular and transparent targeting
•Smart Geofencing, GeoBehavioral and GeoCookie
Re‐Targeting
User Experiences Based on Location
Full in‐house support for all banner and landing page
creative driven by location context

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SCALE TO DELIVER UNIQUE AUDIENCES
Brand safe location powered inventory
8 Billion+
Location enabled
engagement
opportunities
1 Billion+
Contextually indexed
location tiles in
North America
70 Million+
Monthly users on
over 8,000+ brand
safe location
powered apps

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LOCATION ACCURACY IS CRITICAL
What you want, isn’t always what you get
True user lat/long location
Zip code impression distribution with heavy
registration and “Centroid” traffic
Zip code impression distribution with true
lat/long targeting and filtering technology
Concentration of app assigned locations (Centroids)
42% of lat/long inventory is off by
3,500+ meters (2.2 miles)

5. MULTIPLE LOCATION VALIDATION FEATURES
Providing real location granularity
Location scoring To disqualify high density “centroids”
App scoring To prioritize apps with high percentage of clean traffic
Publisher audits To remove apps without location permissions
Test Placements Test ads to verify and cross‐reference location accuracy
Only 32% of lat/long inventory is
accurate within 100m

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targeting and audience
 Smart GeoFencing
 GeoBehavioral
 GeoCookie
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7. SMART GEOFENCING
Dynamic fencing sizes based on local markets
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Locations Traits: Real‐time proximity to advertiser or competitor locations
Campaign Goals: Reach in‐market consumers, Conquest competitors, Optimize by locality
Smaller City: Data shows consumers will
drive a further distance, thus targeting
within miles of a location for optimal
performance
Larger City: Data shows consumers will
walk to their destination, thus targeting
within blocks of location for optimal
performance

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SMART GEOFENCING BASED ON LOCATION INSIGHTS
Mobile knowledge you can use

9. GEOBEHAVIORAL TARGETING
Real time targeting based on location context
Demography
Targeting based on
ethnicity, HHI and other
factors
Category
Business travelers, airports,
business districts, hotels
Life Events & Activities
Colleges, high schools,
sporting events
Targeting Notes
All audiences can be optimized using
day parting, dynamic creative and
contextual cues such as weather and
day of week
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Locations Traits: Real‐time targeting based on location context
Campaign Goals: Target on consumer traits: demo, HHI, ethnicity, age, life stage

10. GEOCOOKIE – GEO RETARGETING
Mobile re‐targeting powered by location
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• User profile is developed based on
location history
• Profile is based on relevant
location segments (e.g., shopping,
automotive, entertainment, etc.)
• No personally identifiable
information (PII) is collected
• Advertisers can retarget users who
have visited specific segments
• Visited 3 auto dealerships in
60 days
• Auto Intender
• Deliver Honda ad to user
October 12
1:38PM
October 5
2:30PM
October 20
11:37AM
Locations Traits: Targeting based on location history profile of consumer
Campaign Goals: Retarget in‐market consumers, Conquest competitors

11. 30 DIFFERENT GEOCOOKIE SEGMENTS
Auto
Economy – Honda, Ford, GMC
Luxury – BMW, Lexus, Audi
Repairs/Parts – Jiffy Lube, AutoZone
Education
K‐12 – ABC Montesorri, Lincoln High School
College – UCLA, Babson College
Entertainment
Amusement Parks – Sea World, Disneyland
Bars & Clubs – Hooter’s, 111 Minna
Movie Theatres – AMC, Century 21
Museums – MOMA, De Young
Food
Coffee Shops – Starbucks, Caribou
Full Service – TGIF, Olive Garden
Quick Serve – McDonald’s, Taco Bell
Medical
Hospitals, Doctors – Kaiser, Dr. Smith
Veterinarian – VCA Hospital
Retail
Big Box – Target, Walmart
Convenience – 7‐11, Circle K
Department – Macy’s, Nordstrom’s
Electronics – Best Buy, Fry’s
Grocery Store – Safeway, Vons
Home & Garden – Home Depot, Lowe’s
Home Merchandise – BedBath, World Market
Office Supplies – OfficeMax, UPS Store
Pharmacy – Walgreens, CVS
Shopping Malls – Westgate, Valley Faire
Sporting Goods – Big 5, Footlocker
Services
Banks – Chase, Wells Fargo
Fitness & Spa – Massage Envy, Gold’s Gym
Gas Stations – BP, Chevron
Other
Sports & Rec – Golf, Wrigley Field, AFM Bowling
Travel – Marriott, Hyatt, Hertz, LAX, JFK
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12. GEOCOOKIE ACROSS 30 SPECIFIC BRANDS
Vertical Specific Brand
Finance Bank of America
Auto Chevy, Ford, Toyota, Honda, Lexus
Retail Macys, TJ Maxx, Marshalls
Grocery Kroger, Safeway, Supervalue
Big Box Walmart, Target, Costco, Best Buy, Sears, Kmart, Sam’s Club
Pharmacy CVS, Walgreens
Home Home Depot, Lowes
Restaurants Applebee’s, Olive Garden, TGIF, Chili’s
Hotel Marriott, Best Western, Hyatt

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Overview of the key location competitors
HOW WE’RE DIFFERENT

14. LANDING PAGE SUPPORT
Mobile optimized creative based on location
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Rich Media
Click-to-Navigate
Click-to-Call
Click-to-email
Video
Creative Notes
We support nearly all creative
implementations and can work
with you to build custom
solutions.

15. IN‐AD CLICK TO MAP FUNCTIONALITY
Ideal engagement for brick & mortar advertisers
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16. POWER OF GEOBEHAVIORAL TARGETING BY VERTICAL
Vertical Objective Location Strategy
QSR Promote late night hours Set 2 mile geo‐fence around all colleges
CPG Drive awareness at
shopping cart
Set 1 mile geo‐fence around all grocery chains
Entertainment Reach music/film lovers Set 1 mile geo‐fence around all concerts, film
festivals, music festivals to promote new film
Auto Conquest Geofence competitive dealerships to drive
customers to own dealership
Travel Better weather elsewhere Do special creative on raining days to promote
sunny resorts
Restaurants Drive pizza delivery Promote new pizza delivery to encourage
‘staying at home’ when it’s raining outside
Retail Promote kids clothing Geofence 1 mile around playgrounds to reach
mothers with young kids
Telecom Better network Convey sense of stronger network by letting
users know they are 400 feet from tower
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17. SAMPLE LIST OF LOCATION ENABLED APPS
Category Sample Apps
Utilities &
Productivity
Travel
Business &
Education
Family &
Parenting
Lifestyle &
Shopping
Category Sample Apps
Social
Networking
Arts &
Entertainment
Games
Sports
Healthcare &
Fitness
Accuweather Scout Text Free Weather Bug Bebo Echofon for Twitter Meet Me UberSocial
Beat the Traffic Where Billboard Pandora Flixster MovieTickets.com
Angry Birds Bubble Birds Draw Something Hanging with FriendsAssociated Press Business Insider Huffington Post
Baby Bump ESPN MLB.com
Shopping List Brides Martha Stewart Mixology Men’s Fitness Shape WebMD
theScore
CalorieCounter
smallnest
AroundMe GasBuddy
Golf PadModernMom Baby Names
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NPR News

18. THANK YOU
on behalf of
Winstar Interactive Media!
Mike Maiorano
Regional Sales Director
248-465-8000
mikem@wims.com