ssm mobile 2015
DESCRIPTION
Mobile Street Level Targeting PlatformTRANSCRIPT
Mobile Street Level Targeting with IMPACT
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WHY SCHOOL SPORTS MEDIA MOBILE?Location with High Impact
Location with Scale•The only advertising platform with 14+ years in mobile
location services•Technology used by Ford, Sprint and AT&T for their GPS
applications •Smart Geofencing, GeoBehavioral and GeoRetargeting•Single access point to the largest source of brand safe
location filtered mobile inventory
Select App List with High IMPACT opportunities•Mobile application and design platform •Ability to deliver high impact mobile placements only
found through a direct app relationship•Fully transparent app list
Turn-key mobile campaignsFull in-house support for all banner and landing page creative
Click for Deals
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SCALE TO DELIVER UNIQUE AUDIENCESBrand 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 9,000+ brand safe location powered apps
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LOCATION ACCURACY IS CRITICALWhat 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)
MULTIPLE LOCATION VALIDATION FEATURESProviding 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
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targeting and audience
Smart GeoFencing
GeoBehavioral
GeoRetargeting
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SMART GEOFENCINGDynamic fencing sizes based on local markets
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Locations Traits: Real-time proximity to advertiser or competitor locationsCampaign 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
GEOBEHAVIORAL TARGETINGReal time targeting based on location context
DemographyTargeting based on
ethnicity, HHI and other factors
CategoryBusiness travelers, airports,
business districts, hotels
Life Events & ActivitiesColleges, high schools,
sporting events
Targeting NotesAll 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 contextCampaign Goals: Target on consumer traits: demo, HHI, ethnicity, age, life stage
GEORETARGETINGMobile 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 121:38PM
October 52:30PM
October 2011:37AM
Locations Traits: Targeting based on location history profile of consumerCampaign Goals: Retarget in-market consumers, Conquest competitors
GEORETARGETINGMobile 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 Stores in 15 days
• Heavy Shopper
• Deliver Targeted ad to user
May 121:38PM
May 52:30PM
May 2011:37AM
Locations Traits: Targeting based on location history profile of consumerCampaign Goals: Retarget in-market consumers, Conquest competitors
GEORETARGETINGMobile re-targeting powered by location
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• User profile is developed based on location history
• Profile is based on relevant location segment (Quick Service Restaurants)
• No personally identifiable information (PII) is collected
• Arby’s to retarget users in this segment
• Visited quick service restaurants in past 60 days
• Fast Food Consumer
• Deliver targeted ad to user
October 121:38PM
October 52:30PM
October 2011:37AM
October 121:38PM
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SMART GEOFENCING BASED ON LOCATION INSIGHTSMobile knowledge you can use
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creative solutionsand support
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App Open Front Rectangle Front Banner Native In-Line RSS Bottom Banner
App Open Front Rectangle Medium Rectangle Leaderboard
FULL PAGE MOBILE MESSAGING WITH HIGH IMPACT PLACEMENTS
OUR PROPERTIES INCLUDE OVER 1000 BROADCAST, NEWSPAPER, RADIO, SPORTS, NICHE CONTENT
App OpenThese are full screen ads that come up when the user opens the app.
Between Article InterstitialsThese are full screen ads that get displayed when a user swipes from one article to another. They only show after the first article swipe within a given category.
HIGH IMPACT PLACEMENTS
Front Page RectangleRectangle ad on front page on iPad
Front Page BoxBox ad on front page of phone
Front Page BannerBanner on front page of phone
HIGH IMPACT PLACEMENTS
iPad RectangleRectangle ad on front page on iPad
In-Line Native RSSIn middle of 1st and 2nd article and between the 6th and 7th article in the content stream. Image with three lines of text.
Page BannerBanner on bottom of page of phone
HIGH IMPACT PLACEMENTS
iPad LeaderboardLeaderboard on the bottom of an article on iPad
Article BannerBanner on the bottom of an article on phone
HIGH IMPACT PLACEMENTS
MOBILE BANNER SUPPORTLeverage dynamic creatives based on location
Timing CustomizationBanners adjust based on the time of day
Distance CustomizationBanners adjust based on distance
Weather CustomizationBanners adjust based on weather conditions
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LANDING PAGE SUPPORTMobile optimized creative based on location
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Rich Media
Click-to-Navigate
Click-to-Call
Click-to-email
Video
Creative NotesWe support nearly all creative implementations and can work with you to build custom solutions.
IN-AD CLICK TO MAP FUNCTIONALITYIdeal engagement for brick & mortar advertisers
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EXAMPLES 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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30 DIFFERENT GEORETARGETING SEGMENTSAuto
Economy – Honda, Ford, GMC
Luxury – BMW, Lexus, Audi
Repairs/Parts – Jiffy Lube, AutoZone
EducationK-12 – ABC Montesorri, Lincoln High School
College – UCLA, Babson College
EntertainmentAmusement Parks – Sea World, Disneyland
Bars & Clubs – Hooter’s, 111 Minna
Movie Theatres – AMC, Century 21
Museums – MOMA, De Young
FoodCoffee Shops – Starbucks, Caribou
Full Service – TGIF, Olive Garden
Quick Serve – McDonald’s, Taco Bell
MedicalHospitals, Doctors – Kaiser, Dr. Smith
Veterinarian – VCA Hospital
RetailBig 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
ServicesBanks – Chase, Wells Fargo
Fitness & Spa – Massage Envy, Gold’s Gym
Gas Stations – BP, Chevron
OtherSports & Rec – Golf, Wrigley Field, AFM Bowling
Travel – Marriott, Hyatt, Hertz, LAX, JFK
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