Location Based Mobile
Advertising:
It’s All About Results!
MMA Webinar Series
July 2014

About the MMA
As the premier global trade association dedicated to accelerating the
transformation and innovation of marketing through mobile, the MMA
represents the entire marketing ecosystem and brings together over
700 organizations globally, allowing us to facilitate connections, deliver
insight and drive impactful action for our members and the industry at
large
For more information about membership email:
membership@mmaglobal.com or visit
http://www.mmaglobal.com/member-center/benefits
• INSIGHTS:
Access a world of insights through our white papers, articles and
case studies. Support your mobile agenda and ensure mobile
readiness
• CONNECTIONS:
Interact with passionate leaders and stay on the cutting edge. Boost
your business and career by connecting with the people that matter
• IMPACT:
• Influence industry frameworks, standards, guidelines and best
practices. Join the industry initiatives that shape the future of mobile
7/11/14 Proprietary & Confidential2

Presenters
7/11/14 Proprietary & Confidential3
Moderator
Leo Scullin!
Head of Global Industry Initiatives!
Mobile Marketing Association!
Heather Sears!
VP, Marketing!
YP!
!
Brett Kohn!
Director of Marketing!
Thinknear!

Managing Your Questions
7/11/14 Proprietary & Confidential4
Share the Insights
#MMAWeb

OVERVIEW
• Understanding Marketplace Growth and Challenges
• Why Location Measurement Matters
• Key Location Metrics
• Summary

Understanding Marketplace
Growth & Challenges

Ad Spend Has Not Caught Up to
Consumer Usage
Source:
@KPCB,
IAB,
eMarketer

Lack of Metrics Inhibits Faith in ROI
Is producing ROI
29%
Will eventually produce ROI
51%
Is unlikely to produce ROI
16%
Other
4%
Attitudes Toward Mobile Marketing’s Effect on ROI
According to Marketing Professionals Worldwide
Nov 2013, % of respondents
Source:
ExactTarget,
"2014
State
of
Marke?ng,"
Jan
8,
2014

Effective Mobile Measurement
Starts with Location

56% of mobile-driven purchases actually occur
in-store
More than 50% of smartphone users expect
business locations to be within 5 miles of
their current position
Source:
xAd/Telmetrics
Mobile
Path
to
Purchas
2014,
Google
2011
90% of Smartphone users search locally
Consumers Have Come to Associate
Location with Mobile Campaigns

Identifying Key
Location Metrics

Driving
Foot Traffic
Increasing
Brand Awareness
Influencing Offline
Purchases
Three primary mobile campaign objectives as
identified by agency marketers
Aligning Metrics with Campaign
Objectives is a Key Starting Point to
Measuring Success
Source:
Thinknear/DMR
Buyer
Insights
Survey,
April
2014

Example Location-based
Campaign Tactics
• Standard GeoTargeting
• GeoAudience Targeting
Demographic, ethnographic or
purchase driven
• Contextual Location Targeting
Environmental or event driven
Courtesy: MMA
Objective 1:
Increasing Brand Awareness

Location-Based Measurement
Options
Click Through Rate
User engagement indicator
Unique Audience Reach
Scale across the campaign
Brand Lift
Increase in awareness or intent
Objective 1:
Increasing Brand Awareness

What is it
A basic ad performance measure, made popular in digital
advertising, brought over to mobile as an initial proxy for
understanding user engagement with mobile ads.
How does it work
Determined using a simple calculation (Ad Clicks/Ads
Served)
How is it used
Based on the percentage of ads click on, divided by the
total number of impressions served
Click Through Rate

Campaign Overview:
• Targeting through location- based
behavioral profiles and scientific
campaign optimization
• Focus on the NY, Chicago and LA
DMAs
Measurement:
• Campaign doubled industry
benchmark CTR as well as ROAS
Case Study: Click Thru Rate
Source:
YP

What is it
The percent of target consumer group exposed to a mobile ad
at least once during a specific period of time.
How does it work
In mobile this is typically based on the number of unique device
ID’s (IDFA, AAID, etc.) reached during the campaign period
How is it used
Unique Audience Reach is used to ensure that your ad
message was reached by a large audience vs. a small
audience seeing your ad multiple times
Unique Audience Reach

Campaign Overview:
• Raise awareness of Goodwill donation centers
among Hispanic audiences nationwide
• Focused on key markets and the localized
activities of Hispanic users as they conduct their
mobile-driven lives
Measurement:
• The campaign over-performed among target
Hispanic audiences, demonstrating this group was
nearly 60% more likely to visit Goodwill Donation
Centers than the average consumer
Case Study:
Unique Audience Reach
Source:
xAd

What is it
Determines if an ad campaign effectively increased the awareness
or lift of a brand, product, etc., post ad exposure.
How does it work
This is typically conducted via a survey to an exposed group of
mobile users (test), compared to survey responses from a non-
exposed group of users (control).
How is it used
Brand Lift can take several forms but is most often used by
marketers to measure the effectiveness of campaigns, and to what
extent their advertising has shifted consumer perception and intent
against previously calculated metrics.
Brand Lift

Campaign Overview
• Mobile rich media focused on
promoting allergy medication
• Geotargeting based on real-time
pollen counts
• Where-to-buy and coupon execution
Measurement Tactics
• Lift in Brand Favorability, Purchase
Intent and Awareness
• Survey driven control/exposed
driven approach
Case Study: Brand Lift
Big Pharma Generates Brand Awareness Through
Rich Media and Content
Source:
Thinknear

Example Location-based
Campaign Tactics
GeoFence Targeting
Real-time proximity to
advertiser locations
Competitor Conquesting
Real-time proximity to competitors
Dynamic Creative
Localized content on-the-fly
Objective 2:
Driving Foot Traffic

Location-Based Measurement
Options
Store Locator Actions
Post-click measurement of map
and/or navigation sessions
Store Visit Lift
Increase in store foot-traffic
attributable to mobile campaign
Objective 2:
Driving Foot Traffic

What is it
Post-click actions – such as click to view a map or navigate to a store
location – that illustrates a strong intent to visit a physical location
How does it work
Typically referred to as a percentage of secondary actions post an ad
click. Calculation is similar to CTR except based on all secondary ad
click actions.
How is it used
By providing these types of actions to consumers, typically in a post
ad click environment such as a landing page, advertisers have the
ability to understand the level of interest and engagement in the
campaign at hand and likelihood of consumer foot traffic associated
with that campaign.
Store Locator Actions

Campaign Overview:
• Increase local awareness of Outback’s
Wednesday dinner specials among five locations
in the Indianapolis DMA
• Leveraged localized search insights to serve
location-dynamic creative and landing pages
within key pockets of activity inside a five mile
area surrounding each location
Measurement:
• Campaign exceeded the client CTR benchmark
by 25%
• 48% of secondary action activity was click to
map and driving directions
Case Study:
Store Locator Actions
Source:
xAd

What is it
A metric with various formulas (and names), depending on the
advertiser or vendor, but all built around a notion of measuring increased
foot traffic as a result of a mobile campaign.
How does it work
This measurement can be conducted two ways:
• Mobile panel who have agreed to have their location behaviors
tracked via a mobile app installed on their phone
• Tying location based mobile ad requests of exposed and non-
exposed users to other ad requests seen in or near the store(s)
which were advertised
How is it used
To understand the real-world impact of a mobile ad campaign by
tracking mobile user visitation to brick and mortar store fronts, and
measuring shifts in traffic patterns by those exposed to the ad campaign
as well as those unexposed.
Store Visit Lift

Campaign Overview
• National campaign
• Localized creative
content for each
location
• Dynamic distance tags
to encourage visits
• Pricing Specials
• Store Hours
Measurement
• Restaurant visitation
lift via panel study
• 2.16% post-click store
conversion rate
• $1.35 cost per
store visit
National Pizza Chain Leverages Store Visit Lift to
Measure Mobile Campaign
Case Study:
Store Visitation Lift
Source:
Thinknear

Example Location-based
Campaign Tactics
Geo-retargeting /
Behavioral Targeting
Brand-specific or category
retargeting based on location
history
Dynamic & Localized Content
Content optimized by location
context
Couponing & Promotions
Purchase-driving incentives
Objective 3: Influencing Offline
Purchases

Location-Based Measurement
Options
Phone Calls
Qualified leads by locality or to central
call centers
Coupon Redemption
Tracking by location and/or campaign
strategy
Sales Lift
Direct or regression based lift
measurement
Objective 3:
Influencing Offline Purchases

What is it
Ability to click thru a mobile ad and place a call directly to the
business being advertised, in device.
How does it work
Typically referred to as a percentage of secondary actions post
an ad click (CTC). Calculation is similar to CTR except based on
all secondary ad click actions.
How is it used
Typically used as part of a set of secondary actions offered on a
mobile landing page. Phone calls are made to a specific business
location, and from there more specific metrics can be tracked
such as length of call.
Phone Calls

Campaign Overview
• Leverage mobile’s unique “just in time” access to
targeted consumers in order to drive increased foot
traffic into local Dunkin’ Donuts stores
• Implemented sponsored search with dynamic-
location secondary actions available on
subsequent landing pages
Measurement
• Of the secondary actions offered, the campaign
drove 27% of that activity to quality, vetted
consumer calls - demonstrating high intent to visit
Case Study: Phone Calls
Source:
xAd

What is it
Coupon creative provided as part of a secondary ad click option,
giving consumers the ability to utilize a coupon at a brick and
mortar storefront.
How does it work
Typically tracked based on the number of coupon downloads or
unique codes used at the point of sale.
How is it used
Coupon implementations range from image-based to Passbook
integrations, but provide consumers with the ability to save and
redeem coupons discovered in-device. Advertisers are also able
to directly track purchase activity back to ad engagement,
providing deeper ROI metrics.
Coupon Redemption

Campaign Overview
• Fuel foot traffic and local coupon redemption
at Pinkberry locations nationwide surrounding
new greek yogurt product
• Location and audience-based targeting to
target location-dynamic coupon creative to
the right users at the right moments
Measurement
• Campaign exceeded client benchmarks by
100% and drove significant coupon
redemption
Case Study:
Coupon Redemption
Source:
xAd

What is it
The percent-increase of sales directly driven by ad or campaign,
as compared to calculated sales averages during the same time
period.
How does it work
This measurement is usually determined through a 3rd party
company that can match sales records from credit card
companies or specific POS systems by market and/or exposed
mobile device IDs.
How is it used
Sales Lift is an important indicator of offline activity and can
provide valuable estimates that help gauge the ROI of mobile ad
campaigns and optimize for future planning.
Sales Lift

Targeting:
• San Francisco, Madison, Seattle test
markets
• Targeting competitors customers
(Subway, McDonald’s, Wendy’s)
• < 10 miles of location
Results:
• 6% lift in sales over
national average
“Have a testing mentality － always”
Tim Kraus, Director of Digital Marketing, Quiznos
Source:
YP
Case Study: Sales Lift

Summary
• Consumer mobile media consumption is
experiencing high growth but ad spend lags.
A key reason is perceived lack of metrics
• Location-based mobile campaigns can drive
results for critical brand metrics including
Influencing Brand Awareness, Driving Foot
Traffic and Influencing Offline Purchases
• Aligning metrics with campaign objectives is
the starting point to measuring success

MMA Webinar Series
7/11/14 Proprietary & Confidential36
Creating More
Personalized Mobile
Marketing Strategies that
Drive Value
July 16, 2014
Completing the Attribution
Model with Mobile
Location Based
Technologies
August 12, 2014
Empower Customer
Engagement with Mobile
Context
August 14, 2014
Upcoming MMA Events
CEO/CMO Summit
July 13-15, 2014
APAC Forum - Shanghai
August 14, 2014
LATAM Forum
August, 2014
The Smarties
October 1, 2014

Additional Resources
Smartbrief click here
Mobile Smart Fundamentals click here
LinkedIn Group click here
Twitter click here
MMA Online: Committees at Work
click here
MMA Online: Webinar Archive click here
MMA Online: White Papers click here
7/11/14 Proprietary & Confidential37

MMA Members Include
7/11/14 Proprietary & Confidential38

MMA Members Include
7/11/14 Proprietary & Confidential39