LSA15: Advanced Uses of Mobile Location
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This document discusses using mobile location data and television viewership data together to target and measure cross-platform advertising campaigns. Specifically, it describes how PlaceIQ partners with Rentrak to match mobile device locations to households based on their television viewing data from set-top boxes, allowing advertisers to target audiences for television shows and measure how mobile ads influence television tuning and visits to physical stores. Examples are given showing increases in television viewership and store visits when combining mobile and television ad targeting.
LSA15: Advanced Uses of Mobile Location
- 2. LISBON AIRPORT (FACTUAL DATA)
- 3. HONG KONG AIRPORT (FLICKR C.2008)
- 4. HONG KONG AIRPORT (FLICKR)
- 5. ST JOHNS CENTER, ATLANTA
- 6. GEOPULSE AUDIENCE: GEOGRAPHIC RETARGETING Segment: Lives in Santa Monica, CA Segment: Business Traveler Segment: Quick-Serve Restaurant Diner Coordinates clustered around a single city, including early morning and evenings on weekdays; sporadic usage on weekends. Coordinates regularly clustered around LAX airport on Monday mornings and Thursday evenings. Coordinates clustered around fast food restaurants numerous times throughout a week.
- 7. A BRIDGE TOO FAR…
- 9. Mobility Data and Solutions 04.22.15
- 10. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential The “right” audience is a moving target that needs constant monitoring Cross-Device Predictive Marketing TRUE CROSS-PLATFORM CAMPAIGNS 1st Party CRM Location Lifestyle Device/Apps 3rd Party Context DATA SOURCES BRAND SIGNAL + + + + REAL-TIME FEEDBACK HUMAN & AUTOMATED OPTIMIZATION ✓ ✓ ✓ ✕ AUDIENCE EXPANSION 40 B I L L I O N D A I L Y 98% OF OUR AUDIENCES ARE RANKED & SCORED IN 24 H O U R S
- 11. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential Across devices in different places and times throughout the day We Capture Data Constantly 6AM 7AM 8AM 11AM 12PM 7PM 8PM 12AM 4PM 9AM 2PM
- 12. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential Leverage the Location Data: Mobile Infusion We've mapped over 650,000 LOCATIONS across the US
- 13. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential Mobile Location Infusion: Cross Platform Audiences CAPTURE DELIVER ANALYZEMATCH Capture real-time mobile location behavior Use Dstillery CrossWalk to match to all user devices Deliver advertising to cross- device audiences Provide cross-device measurement and metrics
- 14. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential Mobile Location Infusion: Cross-Device Reach Reaching and Measuring Audiences Cross-Devices
- 15. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential Cross-Device Place Visit Metrics
- 16. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential Cross-Device Audience Metrics Place Propensity for Store Visitors Place Propensity for Site Visitors Brandscape for Site Visitors Brandscape for OOH Visitors
- 17. Lauren Moores VP of Analytics lmoores@dstillery.com 718.258.7651 @lolomoo, @dstillery
- 18. CLIENT LOGO PIQ Primetime The Connection of Mobile and TV Viewership data
- 19. PlaceIQ is the FIRST company to partner with Rentrak to deliver TV viewership targeting in mobile PIQ Primetime The Link Between Mobile And Television Do mobile ads move the needle on TV viewership? Do those exposed to an ad spend more time on a network or show? Does viewership combined with mobile advertising increase Place Visit Rate? What can I learn about network viewers? How Does PIQ PrimeTime Targeting Work? Rentrak set-top-box data is matched to residences within a tile PlaceIQ connects mobile devices to those tiles We target the tiles that have the highest % of viewership 235+ network audiences 100% of the top Multichannel Video programming distributors ACTUAL viewership from more than 25+ million set top boxes
- 20. Group 2: Group 3: TV Measurement: Driving Store Visits Plan for the Consumer, Not the Medium Group 1: Viewers of TV Channels where BrandX ads were running and received mobile advertising Viewers of TV Channels where BrandX ads were running who received no mobile ads Audiences who were not likely to view TV Channels where BrandX ads were running and received no mobile ads
- 21. Audiences exposed to a Fashion Retailer’s TV Ads were significantly more likely to be later seen at the store LEARNINGS: • Mobile targeting alone and mobile targeting with TV ad exposure both drove in-store visits • Combining TV viewing behavior with shopper targeting resulted in 76% increase in visitation to Retail Mobile + TV Ad Exposure = Increased Retail Visitation RESULTS:
- 22. For a major sports network, PIQ PrimeTime was used to target MLB Viewers and measure TV Tune-In LEARNINGS: • Targeting MLB Viewers resulted in a 24.4% increase in new viewership to the sports network • MLB Viewers who were exposed to the mobile ad spent an incremental 9 MINUTES watching the sports network Mobile + TV Ad Exposure = Increased Tune-In RESULTS: Control Group Exposed Group +24.4% More tiles in the exposed group tuned-in to the sports network OR +5 percentage point increase in tune-in among exposed group +20.5% of MLB Viewer tiles that didn’t see an ad but tuned-in +25.5% of MLB Viewer tiles that received an ad & tuned-in Control Group 36 mins of tune-in Exposed Group 45 mins of tune-in +9 minutes = increased time spent Average Minutes