Xad sales deck
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This document summarizes xAd's location-based marketing solutions. It discusses how xAd has the largest location data set with over 100 million mapped locations. It also explains how xAd ensures marketing is targeted accurately using its proprietary Blueprints technology which maps real-world boundaries. The document also notes that xAd is the only company that offers independent third party store visitation measurement through comScore. Overall, the document pitches xAd's ability to improve ad performance and provide unique customer insights through accurate location targeting and measurement capabilities.
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Xad sales deck
- 1. The location marketplace Location intelligence that drives sales
- 2. About xAd The power of location Getting it right Building & targeting audiences Creative optimisation Effectiveness measurement Unique insights AGENDA
- 3. xad the largest, richest database of location insights and opportunity 100k+ mobile apps 100m+ locations mapped 325m+ unique users 500bn+ signals of intent 100+ people in tech 10 countries… and growing
- 4. of retail transactions actually take place offline of retail purchases are made in the spur of the moment
- 6. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. Location targeting significantly improves performance
- 7. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. When location is used correctly… INCREASE IN POSITIVE BRAND PERCEPTION WHEN LOCATION IS USED X INCREASE STORE VISITATION WHEN LOCATION TARGETING IS X Source: Independent MMA
- 8. Vs. Social Vs. PC Display Vs. Search Sales increase- Location targeting vs. social, pc display, search +114% +157% +160%
- 9. 9 Location can be the best indicator of intent There is a strong relationship between effort and intent
- 10. 10 We are defined by the places we
- 11. 11 We are defined by the places we
- 12. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc.Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. 12 AD FORMATS
- 13. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc.Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. 13 AD FORMATS
- 14. LOCATION commerce Proprietary technology and insights
- 15. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. Location as a real world cookie Visualising places visitation in real time through the xAd Platform
- 16. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. xAd VERIFIED SIGNALS Geo Precise Geo Aware National LISTEN All impressions are gathered SCORE & CLASSIFY Impressions are scored and organized FILTER & BUCKET Impressions are grouped into 4 buckets Rejected GETTING IT RIGHT: FOUNDATIONAL ACCURACY of location signalS are inaccurate & rejected by
- 17. GETTING IT RIGHT: FOUNDATIONAL ACCURACY How xAd ensures accuracy and removes wastage Blueprints™ technology 100% Verified location Inventory Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc.
- 19. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. Turns real-world boundaries into places Layered targeting captures in store, on lot, retail blocks and custom polygons Surgical precision allows for accurate targeting, audiences, measurement & insights Transparency gives you more confidence and control FOUNDATIONAL ACCURACY REQUIRES STRUCTURAL SUPPORT Blueprints provides meaning In-Store On-Lot Retail Block
- 20. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. GETTING IT RIGHT FOUNDATIONAL ACCURACY BLUEPRINTS xAd VERIFIED PLACES QSR comparative test results: Blueprints ‘location history’ audience led to 149% increase in business visitation vs radial geofence location history audience 80% of the audience measured inside the radial geo- fence never actually went into the business to begin with. Blueprint s™ technolo gy Radial geo- fence vs
- 21. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. YOU NEED THIS… Accurate proximity On-premise / retail block Location history audiences Store visitation metrics: A/B Testing Strategy comparisons Incremental visits etc ‘Discovery’ visitation insights The importance of blueprints To do this!
- 22. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. Towns and cities Bespoke catchment areas Postcode Proximity Retail park / block Car park On premise Location history GEO-TARGETING OPTIONS
- 23. Confidential and Proprietary | Do Not Distribute | © 2015 xAd, Inc. 23 RESIDENTIAL AREA PROFILING Also second screening opportunity Brand affinity postcodes coming soon
- 24. Confidential and Proprietary | Do Not Distribute | © 2015 xAd, Inc. Mobile & OOH – synchronised geo- targeting Secondary Action Rates by strategy 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80% Mobile only Mobile + Out of Home
- 25. Confidential and Proprietary | Do Not Distribute | © 2015 xAd, Inc. 25 Mobile & OOH – PLUGGING OOH COVERAGE GAPS
- 26. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc.Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. Inform consumers at the store INFORMATION DRIVE TO PURCHASE Impact apparel shoppers & sports fans ENGAGEMENT Video unit to promote new features BRANDING Promote a new car model AWARENESS DRIVE TO STORE YOUR NEAREST LOCATION IS 0.8 MILES AWAY Engaging creative to reach people during downtimes Proximity campaign to try new menu item DELIVER MORE RELEVANT MESSAGES TO IMPACT THE RIGHT MOMENT
- 27. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. 27 132% average secondary action increased when location is overlaid CREATIVE OPTIMISATION
- 28. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. 28 The location company… …offering measurement by an independent third party
- 29. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. 29 STORE VISITATION MEASUREMENT Built on top of xAd Blueprints™ Provides neutral 3rd party validation Accurate Trusted comScore Location Lift in xAd: Uses comScore’s proprietary campaign validation and lift methodology powered by xAd Blueprints™ Allows for uniform measurement across marketsScalable The first & only 3rd party developed global store visitation measurement
- 30. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. STORE VISITATION MEASUREMENT Visits are counted to a location based on xAd’s Blueprints technology comScore creates control group based on same location indicators + demographic information as exposed comScore Location Lift in xAd: Uses comScore’s proprietary campaign validation and lift methodology powered by xAd Blueprints™ comScore evaluates the behaviors of the exposed panelist against a control group of non-exposed to determine the location lift The first & only 3rd party developed global store visitation measurement
- 31. DRIVE AWARENESS AND STORE VISITS KFC Challenge: Increase store visits among target audiences Objective: Drive awareness and restaurant visits for KFC among target audience members Strategy: Proximity targeting around KFC locations, conquest targeting around competitor stores and audience targeting of quick service restaurant visitors.
- 32. More Store Visits During Campaign “Our target audience tends to be young adults and busy families who are becoming more and more reliant on their mobile devices to make their lives easier. Leveraging the most accurate location technology helps us reach our audience at the right place and at the right time with messaging relevant to them.” Jenny Packwood, Head of Digital, PR and Brand Comms, KFC DRIVE AWARENESS AND STORE VISITS KFC
- 33. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. A watch out… CTR is often negatively correlated with secondary actions and store visitation lift Source: xAd Mobile Ad Benchmark Study (80 campaigns) Optimising towards CTR Optimising towards SAR (secondary action rates)
- 34. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. 34 SECONDARY ACTION TRACKING AND OPTIMISATION Dynamic Maps Directions Video More info, click to call etc
- 35. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc.Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. Let YOUR STRATEGIES DICTATE HOW YOUR MEASURE SUCCESS Brand surveys Secondary Actions Store Visitation Rate comScore Location Lift Conversion Awareness Attitudes Consideration Claimed intent Landing page clicks Calls Maps Directions etc Impressions to Visits ratio Incremental sto re visits IRI sales uplift data
- 36. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. Managed IO Programmatic Self-Service BUY how you want
- 37. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. 37 Transparent platforms Real-Time Verification Validated in Footprints™ Automated Precision Powered by Blueprints™ Discovery Insights Powered by Blueprints™
- 38. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. REAL TIME BUSINESS INSIGHTS
- 39. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. More resources Mobile path to purchase Propriety research reports BESPOKE Xad studies Effect of Optimising CTR Vs Store Visitation Creative best practice Formats that impact BESPOKE DISCOVERY REPORTS Store visitation insights BESPOKE Brand STUDIES Campaign effectiveness LOCATION UNIVERSITY In-house training session
- 40. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. SUMMARY Location signifies intent, defines who we are & measurably improves ad performance Scale and transparency The most accurate targeting & measurement Unique visitation insights for key clients Multiple ways to buy: managed IO, programmatic, self-serve The only location company to offer independent store visitation lift
- 41. Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc. THANK YOU! salesuk@xAd.com
Editor's Notes
- The mobile device has forever altered the way we live, the way we communicate and the way we are influenced It has also created the biggest opportunity to marketers since search - one that now allows us to capitalize on intent, understand behavior and FINALLY deliver on the age old promise of closing the loop
- In a very short time we managed to triple the size of traditional location data places, and our ecosystem now includes: - 100k apps, 100M locations, 325m Unique Users and 500BN signals of intent
- How is location a category? Second, location = signal of intent. Where people are and where they have been tells us so much about what people want and when. We have a huge combination of signal breadth (requests) and depth (unique users, precise locations) to capitalize on all of this real-world intent.
- So, a lot of companies make these promises of unlimited sales and ROI. How are we different? Well, what we are building is not another targeting tactic, but rather a category within of it’s own Search organized the world’s online information Social organized a marketplace for people to interact with each other Location is focused on organizing the worlds offline behavior and tying it back to online
- So not surprising that ads based around location perform so well
- We have managed to close that gap, and have seen that when done right, and at scale, location commerce can make a huge impact on businesses. In fact, that impact has been proven to surpass some other marketing channels.
- xAd has had an unwavering focus on better understanding location by building a platform that allows for precision, accuracy and scale. We absolutely obsess over the two things that matter to your business - People and Places. Our proprietary technologies focus on better understanding precisely where consumers are and definitively what locations they are in.
- Our platform was built with foundational accuracy at its core, from the ground up. We verify 100% of the location signals coming into our platform, and if we can’t verify them to a degree of accuracy that can be used by your campaign, we throw away those impression opportunities. Our Blueprints technology then allows us to apply verified location data to accurate POIs. When we look to define an in-store location – or a parking lot or retail block – we use proprietary polygons – Blueprints – developed and verified in house by our technology to outline the walls of buildings and exact perimeters of the locations your client cares about. This means we hit the mark 100% of the time, accurately defining where someone is at the moment of impression, and recording a history of where they’ve been in the past. We sit on the richest, largest location database in the world.
- Places xAd’s Blueprint patent technology indexes the world, one polygon at a time. Blueprints provides the crucial component of location relevance to enable you to capitalize on true physical intent. By mapping the physical boundaries of locations, Blueprints provides the accurate context of the location the consumer is, or was, in.
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