Mining Contextual Signals From the Interaction of People with Media in the Real World -- a presentation by Vistar Media and Instantly at MRMW 2015

1. MINING CONTEXTUAL SIGNALS FROM THE INTERACTION
OF PEOPLE WITH MEDIA IN THE REAL WORLD
NEXT-GENERATION OUT OF HOME STRATEGY

2. Use Cases for Mobile Location Data
AGENDA
Introductions
Advancing Attribution for OOH
Q&A
About the Ad Effectiveness Partnership
CPG Case Study
Telecom Case Study

3. • World’s largest audiences
and insights tools provider
• Pioneered mobile
research using vast
mobile consumer panel
• Mobile solutions include
ad effectiveness, in-home
and in-store studies

4. Reach
• 400,000+ panelists in the U.S.
• 40,000+ in the U.K.
• Acquired primarily through 4-star
mobile app, iPoll
Quality
• Panelists validated through double-
opt-in, third-party verification and
geolocation
Depth
• Richly profiled through survey
questions and app behavior
Contributes to 95% mobile project
completion
INSTANTLY MOBILE ARMY™
VITALS

5. INSTANTLY CLIENTS
• Working with top market
research firms and Fortune
500 brands globally
• Partnering with ad
networks and media
agencies to deliver
advertising effectiveness

6. ● Mobile carrier data
● 15 billion points/day
● Passive behavior of 40% of
cell phone carrying Americans
● First universal OOH exchange
● First cross-screen platform for
out-of-home and mobile
media

7. VISTAR CLIENTS
● 150+ campaigns run
● More than 50% of the Fortune
100
● Clients from all major verticals
including Telecom, CPG, QSR
and Auto

8. VISTAR PLATFORM
SUPPLY PARTNERS
*Transit includes subways, train stations, ferries & street level.
AIRPORTS
BARS
BILLBOARDS
CASUAL DINING RESTAURANTS
CHILDREN’S ACTIVITY CENTERS
DOCTOR’S OFFICES
FINANCIAL
GAS PUMPS
GOLF COURSES
GYMS
MALLS
NAIL SALONS
OFFICE BUILDINGS
SPORTS ARENAS
TRANSIT*
TAXIS
UNIVERSITIES
VETERINARIAN OFFICES

9. Mobile Location Data
USE CASES

10. TRADITIONAL AD
EFFECTIVENESS
LIMITATIONS
Inaccurate: Cannot
confirm ad exposure
Slow: Time between
exposure and survey too
long, affecting response
quality
Not Actionable: Cannot
tie exposure to real-
world action
Costly: Manual process
requires expensive
research hours and
logistics

11. MEASURING FOOT TRAFFIC DRIVEN BY CROSS-SCREEN MEDIA
Triggers
Mobile Exposure OOH Exposure Store Visit
A panelist receives an in-app
mobile ad
A panelist triggers geofence around
OOH screen while ad is playing
A panelist triggers geofence
around store location
No confirmation needed because
mobile ads are tracked 1-to-1
Shortly after, panelist receives
survey to confirm exposure
Shortly after, panelist receives
survey to confirm visit

12. MEASURING FOOT TRAFFIC DRIVEN BY CROSS-SCREEN MEDIA
Filtration
After a campaign ends, panelists are filtered into the following groups based on ad exposure:
Mobile Exposure OOH Exposure Control
(Unexposed)
Mobile + OOH
Exposed
Metrics
Performance metrics are then calculated as follows:

13. Case Studies
Ad Effectiveness in Action

14. REACHING
CONSUMERS AT THE
RIGHT TIME, SPACE,
AND IN THE RIGHT
MIND SPACE / CPG
Where do frequent
grocery shoppers have
the highest propensity to
be at any given time and
how does contextual
environment impact their
receptivity to product
messaging?
+17%
Lift in Purchase Intent
SOLUTION
RESULTS

15. UNDERSTANDING
THE IMPACT OF
CROSS-SCREEN
MEDIA / TELECOM
Is cross-screen strategy
more effective at
breaking through the
noise during the holiday
season to drive
awareness and store
visitation than mobile or
digital out-of-home
advertising alone?
SOLUTION
RESULTS
117%
Lift in Foot Traffic
159%
Lift in Recall

16. ADVANCING
ATTRIBUTION
FOR OOH MEDIA
Location is an innate
strength of OOH – a
medium that reaches
consumers with
unparalleled frequency
and has the ability to
connect with consumers
near point of purchase.
But how do we
differentiate between
causation and correlation
when it comes to OOH’s
ability to drive feet to
stores?
DO THE RESULTS MAKE SENSE?

17. LOOKING AHEAD
● Next-generation out-of-home ad
effectiveness is faster, less costly, easier to
execute and yields a wealth of detailed,
actionable consumer data
● Location and cross-screen approach key to
increasing recall, store visitation and
purchase
● Mobile location data allows us to tie
advertising to real-world action

18. QUESTIONS & ANSWERS