mobile marketing

1. Audience, Proximity and Attribution

3. Targeting| How we build Custom Audience Segment
Mobsta gathers hundreds of data attributes for each user in order to create highly accurate and unique user
profiles that can then be bucketed into audience segments for mobile ad campaigns. For example:
Historical location
data
Device location
App usage
User engagement
metrics
Demographics
data
Day of the week
Time of
the day
Weather
Device, make,
model etc.

4. Your App
Lives in the catchment area
of a Subway or travels within
500m
Competitive
Apps
Similar
Interest Apps
Regularly seen in a
competitor
restaurant
New Product| Combining location insight, demographic and app ownership data
for the most accurate audience targeting

5. Attribution| Demonstrating campaign performance by comparing post exposure
behaviour of three groups tracked by GPS
During a campaign, Mobsta measure the rate at which users who were delivered an ad were later found in a relevant location/store.
Leveraging location data (GPS) from users’ devices, we divide users into 3 groups:
By comparing the location history of each group, and the rate at which they visited the location/store, we are able to
understand the impact of the campaign.
Engagers; People who
engaged with the ad
Exposed; People who received
the ad, but did not engage
Control; People who did
not receive the ad

6. Research| Our unique partnership with Research Now offers us the chance
to demonstrate footfall uplift as well as sales increases

7. Commuting
Consumers exposed to a
message on the way to work…
Lunchtime
Consumers exposed to a
message on the way to work…
After work
The same consumer can be
targeted with a companion
mobile or tablet ad at home…
Shopping
…and can receive a location-triggered
mobile ad when they are in a mindset
to make a purchase
OOH EXPERIENCE EXTEND A CAMPAIGN INTO MOBILE
BUS STOPBILLBOARD HOME STORE
Broadcast, Pinpoint and Demonstrate| Mobile complementing OOH and offline
• This can also be run in combination with TV and for Cinema campaigns. Retargeting those most likely to be have been exposed to the creative or adding
incremental reach by targeting those that haven’t
• Our data can also be used for better OOH planning or to deliver dynamic Digital OOH

8. New formats| Less intrusive but highly relevant targeted native ads in a
marketplace where ad blocking is on the rise

9. • Tracking 500m devices over 18 months to build over a hundred premium and standard audiences
• Proving campaign effect with in depth attribution reporting and additional research insight
• Supplementing offline channels to extend campaign reach or complement their delivery
In Summary| Targeting precise location powered audiences, proving campaign
effect with footfall uplift and brand research

10. • Tracking 500m devices over 18 months to build over a hundred premium and standard audiences
• Proving campaign effect with in depth attribution reporting and additional research insight
• Supplementing offline channels to extend campaign reach or complement their delivery
In Summary| Targeting precise location powered audiences, proving campaign
effect with footfall uplift and brand research