This LSA16 session explored the state of the art in location analytics and explains why all publishers, platforms and agencies will need to be able to demonstrate offline impact and optimize against real-world actions such as store visits and in-store sales. For more on the session visit: http://bit.ly/1nxuEQL

1. Measuring Store Visits:
Closing the Loop
Jason Uechi
Director of Engineering
YP Mobile Labs
YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks
contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein
are the property of their respectiveowners.

2. It’s the classic problem: Attribution
YP Proprietary Information: ©2016 YP LLC.All rights reserved.YP, theYP logo and all other YP marks contained herein are trademarks ofYP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respectiveowners.
YourCustomers
All LocalConsumers
MARKETING
CrossMedia
CrossChannel

3. YPProprietary Information:©2016 YPLLC. All rights reserved. YP, theYP logo and all other YPmarkscontained herein are trademarks of YPLLC and/or YP affiliatedcompanies. All other markscontained herein are the property of their respective owners. *YP follows industry-standard
privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use of their collected information by opting-out of retargeted advertising from third parties.]
Data Rich Mobile Marketing
Always-on smartphone engagement generates large amounts of data
Big Box Shopper
Music Fan
Words With Friends
Travels ~20m daily
Leisure Traveler
Likes Jamba Juice
Casual Diner
Big Box Shopper
Search: Contractor
Lowes
CVS
Wendy’s
Yahtzee
TextNow
Locationdatapowersprofilesfortargetingbyaudiencesegments+location/proximity.
Runningacampaignwillalsogenerateatremendousamountofusefuldata.

4. Mobile Campaign Data Flow
YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their
respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use
of their collected information by opting-out of retargeted advertising from third parties.]
Location Based + 1st Party Profiles power mobile targeting:
Define
Audience
Target
Campaign
Wasmycampaign
successful?
Campaign Reporting
Ismobileadvertising
increasingmyrevenue?
Location Data to the Rescue!

5. Measuring Store Visits: How it’s done
YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their
respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use
of their collected information by opting-out of retargeted advertising from third parties.]
• Define the boundaries of the store
• Deploy Location Targeted Campaign
• Identify Store Visitors
• Methodology:
• Analyze GPS data from campaign
• Track sample of users (background)
• Surveys
• Check-ins (explicit or modeled)
SCALE

6. Measuring Store Visits: How it works
YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their
respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use
of their collected information by opting-out of retargeted advertising from third parties.]
Compare each visitor to our campaign data:
• Were they in our profile target?
• If so, did they receive an ad impression?
• And if so, did they click on the ad?
0.05%
0.15%
0.50%3x
10x
Control Impression Imp/Click

7. Measuring Store Visits: Results
YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their
respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use
of their collected information by opting-out of retargeted advertising from third parties.]
• Store Visit Reports proves correlation between
marketing spend and ad interaction to a customer
visit to a retail location.
• as high as 12X lift, upscale dining; 15X lift in auto
maintenance
• ROI can be calculated using customer visit rate,
in-store conversion rate, average spend per customer.
• “Halo Effect” report measure the impact of advertising
on store visits after the campaign has ended.

8. Data Transparency: This is just the start
YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their
respective owners. *YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to opt out of mobile location data collection at the device level and manage the use
of their collected information by opting-out of retargeted advertising from third parties.]
• Transparency: Mobile data heretofore
focused on building audiences and
targeting, but isolated from the advertiser,
is used to power meaningful business
insights.
• Campaign-as-Data Source: The once
incidental output of data is a source of rich
business analytics.
• Close ALL The Loops: With better
attribution comes the opportunity to
improve targeting and prediction.

9. March, 2016
o2o

10. We check our phones
150 times per day
Source: http://www.kpcb.com/blog/2013-internet-trends

11. 147
Minutes
The media landscape
is changing
113
Minutes 108
Minutes
50
Minutes
Smartphone TV Laptop Tablet
Source: Millward Brown Ad Reaction Study 2014 – Daily Screen Usage

12. The new battle
ground

13. 47%
In Home
Out of Home

14. The number of location-aware apps will triple by 2019
Source: Juniper Research, "Mobile Context & Location Services: Navigation, Tracking, Social & Local Search
2014-2019" as cited in press release, Aug 13, 2014
Volume of Apps
+62.7%
2014 2019
2.8 Billion 7.5 Billion
LOCATION AWARE APPS ON THE RISE

15. Confidential and Proprietary | Do Not Distribute | © 2014 xAd, Inc.
At the
Office
At the
Gym
At
home
At
Lunch
The Internet of Places
The digitization of people
and places brings the
online and offline worlds
together
At
School

16. Confidential and Proprietary | Do Not Distribute | © 2014 xAd, Inc.
Location is the
new cookie

17. Source: US Department of Commerce, May 2014
90% of commerce
happens offline

18. 77%
offline
20%
online
3%
other
3 out of 4
mobile users
convert
offline
Source: xAd/Telmetrics Mobile Path to Purchase Study, 2014

19. Confidential and Proprietary | Do Not Distribute | © 2014 xAd, Inc.
“The biggest opportunity we have is
winning the intersection between
physical and digital retail around the
world.”
- Mike Duke (President & CEO,
Walmart)

20. Sports Fan
Buffalo
Wild Wings
Dick’s
Sporting
Goods
Sports
Stadium
Late Night
Denny’s
PEOPLE
Audiences defined by
physical behaviors
Mom
Lunch
Denny’s
Babie
s ‘R
Us
Stop &
Shop
Target Your Consumers More Accurately
Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc.

21. Confidential and Proprietary | Do Not Distribute | © 2014 xAd, Inc.
1. LOCATION DATA & INTELLIGENCE

22. Confidential and Proprietary | Do Not Distribute | © 2014 xAd, Inc.
Objective
Identify and engage in-market, Hispanic auto shoppers
and drive foot traffic to regional Dealer Group X
locations
Auto Case Study

23. SOLUTION
• Utilize geo-precise technology to
serve targeted mobile ads in close
proximity to dealer’s lots across
western region of the US
• Implement bilingual creative
messaging to better resonate
messaging with Hispanic audience
In Market Auto Intender
Client
Dealership
Competitiv
e
Dealership
Auto Mall
Auto Case Study
Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc.

24. Auto Case Study
Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc.

25. Confidential and Proprietary | Do Not Distribute | © 2014 xAd, Inc.
Results
Dealer Group X saw lift in store visitation and the
campaign significantly over-indexed in reaching
their target demographic:
• 9.62% lift in store visits for consumers
exposed to the ad versus those who were not
• Hispanic audience indexed 335 across
targeted users
• Estimated cost per store visit: $5.72
Auto Case Study
9.65% lift in
store visits
Control Exposed

26. Thank You
Confidential and Proprietary | Do Not Distribute | © 2016 xAd, Inc.

28. 1 Billion Monthly Visits
WE RECEIVE OVER 1 BILLION MONTHLY VERIFIED LOCATION SIGNALS
0M
250M
500M
750M
1000M
Mar
2009
Jan
2010
Jan
2011
Jan
2012
Jan
2013
Jan
2014
Jan
2015
MOBILEDATAPOINTS/MONTH

29. +5% +4% +3%
+10% +7% +12%
Super Bowl 2016 Winners

30. Real-world conversion
measurement for media
powered by the most
accurate location data
and the largest first-party
audience in the space.

32. Go to a Best Buy in the next 7 days

33. Went to Best BuySaw Ad
1.1% visit n7d

34. Exposed Control
Didn’t See Best Buy Ad
10% lift
1.1% visit n7d
Incremental lift = true ad effectiveness
1.0% visit n7d

35. How we deliver scale
2x
Data From
Real People
1,300,000
A first-party audience set
bigger than nearest panel
• Always On
• Representative (Age, Gender, DMA)
• Non-Incentivized

36. 0%
0%
1%
1%
2%
2%
Exposed Visit Rate (Daily) Control Visit Rate (Daily)
Measuring incremental lift in real timeVisitRate

37. visit success did users actually visit my location?
incremental visit
success
what was the impact of my marketing
on behaviors?
ROAS did we see a lift in actual sales?
new vs lapsed
people who’ve never been vs people
who have visited within 30/60/90
path-to-purchase where did they come from?
places visited after where are they going after?
categorical behavior
are they a frequent flier, gym goer, or
student?
competitive insights
which of my competitors do they have
affinity for and how do we compare?
Powerful optimization
and profound insights