Create - Day 1 - 16:25 - "Hitting Moving Targets: Smart Geolocation and Consumer Intent"
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With the rise of mobile and app usage, geo-targeting is a technology bursting with potential. Basic geo-fences around merchant or competitor stores are easy to implement, but pose a question: if the only information you're sure of is a user’s location, how can you offer truly bespoke content? CJ, Argos and vouchercloud have joined forces to use geo-location in a new way - building a full and accurate view of a user’s activity and intent to purchase. This session will touch on how advertisers and publishers can see results from location-based technology, combining this with information to deliver relevant, engaging campaigns based on a user's intent rather than simply where they're standing.
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Create - Day 1 - 16:25 - "Hitting Moving Targets: Smart Geolocation and Consumer Intent"
- 1. PMI LONDON 2015 Hitting Moving Targets: Smart Geolocation and Consumer Intent
- 2. Tom Saulsbury-Hunter Key Account Manager CJ Affiliate by Conversant Mark Andres Head of Multichannel vouchercloud Lisa Kazmierczak Assistant Affiliate Manager Argos
- 3. Agenda Geotargeting 101 How it’s used What we’ve done with it What’s the future?!
- 4. Finding a user - The basics WiFi - ISP Carrier IP Location Specific Content Mast triangulation Registration Data iBeacons GPS
- 5. How is this used? App-based geolocation Publisher and Advertiser apps Notifications pushed as people walk into stores
- 6. Location marketing is the Holy Grail for advertisers” Sir Martin Sorrell, CEO of WPP “
- 7. Why does this matter?
- 8. Mark Andres, vouchercloud It’s allowed us to offer our merchants extra reach in a disruptive but targeted way” For our users, it’s another value level.” “ “
- 9. Lisa Kazmierczak, Argos Geo-fencing was a fantastic opportunity for Argos, it allowed us to target mobile users based on what they are actually doing in the real world.” “
- 10. Vouchercloud You’re near Matalan get 20% off today only! You’re near Matalan get 20% off today only! Slide to view Average CTR for standard push is 3% Average CTR for geo-fence campaign is 7% Right time & location Disruptive marketing Demographically targeted Engagement Driving Nearby Users In-Store
- 11. Disengagement
- 12. Targeting with the right message 67% 51% 33% 67% of notifications sent were engaged with 51% of those engagements results in an in-store sale A message-to-sale conversion rate of over 33%! vouchercloud saw a 40% week-on-week increase in consumer electronics sales for Argos
- 13. Lisa Kazmierczak, Argos The campaign had a huge impact internally - it drove footfall and incremental sales” “
- 14. We can see more..!
- 15. Target User: Commuters who live outside London arriving into London of the days of the tube strikes Target Locations: Busy ‘national rail’ tube stations in zone 1 & 2 London Tube Strike 18% CTR 304% Uplift in app download
- 16. Can this be scaled up..?
- 17. London Commuters
- 18. Casino Goers
- 20. The opportunities are endless! Consumer Solutions Online activity User Spend Real Time & Historical Location Demographics
- 21. PMI LONDON 2015 THANK YOU