In this product session at meshmarketing, mediative's Jennifer Dunn, Director of Product and Channel Management, explains why location matters for mobile, where mobile traffic comes from, and how we used location for success.

1. Mobile Advertising
HYPER-LOCAL TARGETING.
HYPER-PERFORMING RESULTS.

2. 1.
1
WHY LOCATION MATTERS FOR MOBILE
2
2.
WHERE MOBILE TRAFFIC COMES FROM
3.
3
HOW WE USED LOCATION FOR SUCCESS

3. 2011
BOUGHT LARGEST MOBILE BUY TO THAT POINT.
3

4. JAN 2012
LAUNCHED MEDIATIVE MOBILE AD NETWORK.
4

5. JUNE 2012
LOCATION IS EVERYTHING.

6. The Marketer’s Holy Grail:
TARGETING SHOPPERS
OUTSIDE YOUR STORE

7. 2012 was the perfect storm:
INCREASE OF SMARTPHONE USERS
INFLUX OF MOBILE PUBLISHERS

8. AUG 2012
TESTED GEO TARGETING.

9. BUILT 10KM GEOZONES
around 5 GTA Walmart stores

10. DIFFERENTIATED MESSAGING
per geo-located Walmart store

11. 3 weeks
Over 1M impressions.
Nominal increase over industry benchmark of 0.57%
0.60% CTR.

14. Needed to get in a consumer state of mind
As a shopper, what motives & drives me?

15. MOBILE ISN’T THE SAME
AS DESKTOP BECAUSE OF
MOVEMENT.
1
5

16. WANTS & NEEDS CHANGE THROUGHOUT THE DAY
WHY WASTE IMPRESSIONS WHEN YOUR PRODUCTS AREN’T WANTED?
LOCATION
ENVIRONMENT
TIME
MATTERS.
MATTERS.
MATTERS.
Intent varies when
consumer is at work,
relaxing or on the go.
External factors impact
how consumers feel and
what they want /need now.
Consumer motivations
vary greatly at different
times in the day
1
6

17. HOW IT WORKS
HYPER-TARGETING. HYPER-OPTIMIZATION.
AD COPY 1
AD COPY 2
1
2
3
4
A audience strategy outlining locations, environments and
times consumers will want your offer.
Geo-zones we have built off Yellow Pages business listings
(as small as 100m) around the locations that were identified in
(1).
Real-time data feeds built into our geo-zones delivery
algorithms that identify current weather, traffic and pollen levels.
RTB ad pushes when a user opens up a mobile page/app
and conditions (2) and (3) meet the strategy defined in (1).
1
7

18. Targeting Business Districts.
From 3PM to 6 PM.
1.10% CTR.
18

19. Targeting Pools.
On 2012’s Hottest Day of the Summer.
1.75% CTR.
19

20. 1.
1
WHY LOCATION MATTERS FOR MOBILE
2
2.
WHERE MOBILE TRAFFIC COMES FROM
3.
3
HOW WE USED LOCATION FOR SUCCESS

21. 22M
impressions
a week
10%
25%
from BC
9%
from AB
from QC
49%
from ON
2
1

22. LIFESTYLE ZONES
• Auto Dealerships
• Garage & Repair
Centres
•
•
•
•
Business Districts
Airports
Hotels
Conference Centres
•
•
•
•
Universities
Nightlife Zones
Casinos/Racetracks
Movie Theatres
• Residential Zones/The
Suburbs
• Nurseries & Daycare
• Pools & Parks
• Elementary & High
Schools
• Financial Institutions
• Shopping Malls
• Electronic Stores
• Grocery Stores
• Hospitals & Clinics
• Gyms & Fitness
Centers
• Home Renovation
Stores
• Real Estate Agents
• Yoga, Pilates & Dance
Studios
• Spas & Hair Salons
• Sports Arenas
• Pubs & Bars
22

23. of all Cdn QSR traffic comes from
40% coffee chains
1.4X Starbucks than in Tim Hortons
2.8X Second Cup than in Starbucks
more traffic (average per location) in
more traffic (average per location) in
2
3

24. MOST
Cdn auto dealership mobile traffic comes from
Mercedes, BMW, Audi, Toyota, Mazda
more traffic (average per location) in
4.0X Toyota than in Chrysler
4.1X Mercedes than in Audi
more traffic (average per location) in
2
4

25. 60%
of all grocery-driven mobile traffic comes from
Loblaws and Safeway locations
more mobile traffic (average per location) in
1.1X Costco stores than in Walmart
more mobile traffic (average per location) in
1.7X Costco than any other grocer
2
5
2
5
2
5

26. more mobile traffic (average per location) in
4.5X Indigo than any other store brand
2.5X Ikea than in Winners/Homesense
3.6X The Bay than in Sears
19X Best Buy than Apple Stores
more mobile traffic (average per location) in
more mobile traffic (average per location) in
more mobile traffic (average per location) in
2
6

27. 1.
1
WHY LOCATION MATTERS FOR MOBILE
2
2.
WHERE MOBILE TRAFFIC COMES FROM
3.
3
HOW WE USED LOCATION FOR SUCCESS

28. 1 YEAR
70 ADVERTISERS

29. HYPER-LOCAL for a
A MOBILE SERVICE PROVIDER

30. OBJECTIVE:
INCREASE ENGAGEMENT WITH YOUNG, HIP, TRENDY TARGET

31. OBJECTIVE:
INCREASE ENGAGEMENT WITH YOUNG, HIP, TRENDY TARGET
1 REACH MASS AUDIENCE: STAMPEDE
2 REACH IN-MARKET CONSUMERS: OSHEAGA
3 REACH IN-MARKET CONSUMERS @ PARTNER RETAILERS

32. 1 REACH MASS AUDIENCE: STAMPEDE
WANNA WIN A
NEW SMARTPHONE?
0.22% CTR
(vs. 0.47% telecom standard)
only
31,755 imp
delivered due to crowd density

33. 2 REACH MASS AUDIENCE: OSHEAGA
0.24% CTR
(vs. 0.47% telecom standard)
only
229,228 imp
delivered due to crowd density
FOLLOW US ON INSTAGRAM
TO WIN AT OSHEAGA!

34. 3 REACH IN-MARKET CONSUMER: H&M
0.89% CTR
(vs. 0.47% telecom standard)
SWITCH TO OUR PHONE &
GET 20% OFF AT H&M

35. AUTO MAINTENANCE SERVICE
Targeted ads in Garages.
Avg Mobile CTR for Automotive = 0.19%
We delivered a CTR = 1.00%

36. FAST FOOD RESTAURANT
Targeted ads in Business Districts.
before Breakfast & Lunch.
Avg Mobile CTR for Restaurants = 0.44%
We delivered a CTR = 0.69%

37. FAST FOOD RESTAURANT
Targeted ads in Hotels.
before Breakfast & Lunch.
Avg Mobile CTR for Restaurants = 0.44%
We delivered a CTR = 1.52%

38. BABY PRODUCTS
Targeted ads to New Parents in
Baby Shops & Prenatal Clinics.
We delivered a CTR = 0.98%

39. Location isn’t important only for stores.
BRANDS NEED TO THINK LOCAL TOO.

40. where your customer
is most receptive to your offer.

41. Access our Thought Leadership on Local Marketing
Mediative.com/Resources