42% of LBS are OFF by 2.2 miles. We have focused our resources and development efforts on making
sure that we get location right. After all, if the location is not right, then all our targeting is for not. Some of the things we do include:
1. Location scoring of specific locations. If we see thousands of impressions coming from a single spot ("Centroids"), and that spot is the center point of a city, zip or DMA,
it’s almost certain that the app developer isn't using true lat/long so we won’t serve ads against those locations.
2. Score specific apps so we know which apps provide the best data.
3. First Party Data: We leverage the first-party data from our Media Partner (TeleNav) to ensure that the points of interest addresses and geo-locations are all correct. This is important because it allows us to correctly target users who are inside an auto dealership for example because we know the lat/long we’re receiving is indeed of an auto dealership. This first-party data has been built and refined over the last 14 years of our engineering efforts.
10. GEOCOOKIE – GEO RETARGETING
Mobile 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 12
1:38PM
October 5
2:30PM
October 20
11:37AM
Locations Traits: Targeting based on location history profile of consumer
Campaign Goals: Retarget in‐market consumers, Conquest competitors
11. 30 DIFFERENT GEOCOOKIE SEGMENTS
Auto
Economy – Honda, Ford, GMC
Luxury – BMW, Lexus, Audi
Repairs/Parts – Jiffy Lube, AutoZone
Education
K‐12 – ABC Montesorri, Lincoln High School
College – UCLA, Babson College
Entertainment
Amusement Parks – Sea World, Disneyland
Bars & Clubs – Hooter’s, 111 Minna
Movie Theatres – AMC, Century 21
Museums – MOMA, De Young
Food
Coffee Shops – Starbucks, Caribou
Full Service – TGIF, Olive Garden
Quick Serve – McDonald’s, Taco Bell
Medical
Hospitals, Doctors – Kaiser, Dr. Smith
Veterinarian – VCA Hospital
Retail
Big 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
Services
Banks – Chase, Wells Fargo
Fitness & Spa – Massage Envy, Gold’s Gym
Gas Stations – BP, Chevron
Other
Sports & Rec – Golf, Wrigley Field, AFM Bowling
Travel – Marriott, Hyatt, Hertz, LAX, JFK
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12. GEOCOOKIE ACROSS 30 SPECIFIC BRANDS
Vertical Specific Brand
Finance Bank of America
Auto Chevy, Ford, Toyota, Honda, Lexus
Retail Macys, TJ Maxx, Marshalls
Grocery Kroger, Safeway, Supervalue
Big Box Walmart, Target, Costco, Best Buy, Sears, Kmart, Sam’s Club
Pharmacy CVS, Walgreens
Home Home Depot, Lowes
Restaurants Applebee’s, Olive Garden, TGIF, Chili’s
Hotel Marriott, Best Western, Hyatt
16. POWER 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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17. SAMPLE LIST OF LOCATION ENABLED APPS
Category Sample Apps
Utilities &
Productivity
Travel
Business &
Education
Family &
Parenting
Lifestyle &
Shopping
Category Sample Apps
Social
Networking
Arts &
Entertainment
Games
Sports
Healthcare &
Fitness
Accuweather Scout Text Free Weather Bug Bebo Echofon for Twitter Meet Me UberSocial
Beat the Traffic Where Billboard Pandora Flixster MovieTickets.com
Angry Birds Bubble Birds Draw Something Hanging with FriendsAssociated Press Business Insider Huffington Post
Baby Bump ESPN MLB.com
Shopping List Brides Martha Stewart Mixology Men’s Fitness Shape WebMD
theScore
CalorieCounter
smallnest
AroundMe GasBuddy
Golf PadModernMom Baby Names
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NPR News
18. THANK YOU
on behalf of
Winstar Interactive Media!
Mike Maiorano
Regional Sales Director
248-465-8000
mikem@wims.com