location based targeting technologies for mobile advertisement

LOCATION BASED TARGETING TECHNOLOGIES

Yiwei Chenyiwei_chen@yahoo.com

5/2014

For Mobile Advertisement

Six M’s Principle

"Mobile is as different from the Internet, as TV is different from radio.”

- Tomi T Ahonen

Unique & Effective Ads Formats

Interruptive Interactive Viral Engagement

Unique to Mobile

All Applicable

Unique to Internet

Mobile Native Ads

Banner Ads

Spam XMS

Spam Email

Spam Push

Rich Media Ads

Search Ads

Stop-by Ads

Popup Ads

Social Media Campaign

Location-based Targeting

Why to Opt into Location Targeting~50% Searches Traffic are Local

95% Smartphone UsersConducted Local Search

77% Contacted LocalBusiness after Search

44% Made Purchases

Me & Mobile Ads Targeting

BehaviorTargeting

DemographicTargeting

Me - expressing oneself and personalizing the phone

Movement & Mobile Ads Targeting

Geo Targeting In-motion Targeting

Movement - escaping the fixed place

Moment and Mobile Ads Targeting

Indoor/In-storeTargeting

Event-basedTargeting

Moment – expanding the concept of time

Money & Mobile Ads Targeting

Spending HabitTargeting

On-checkin/checkout Targeting

Money – extending financial resources

Multi-user & Mobile Ads Targeting

Social InfluenceTargeting Viral Marketing

Multi-user – extending one's self to one's community

Machine & Mobile Ads Targeting

Hyper-localTargeting

Car NetworkTargeting

Machine – empowering devices, gadgets and automation

Mobile Behavior Targeting Hierarchy (Where(*), When(before), Whom(me, family, &friends), What(products&events))

Viral MarketingSocial Influence TargetingDemographic TargetingSpending Habit TargetingOn-checkin/checkout Targeting

Mobile Geo-spatial Targeting Hierarchy (Where(pos), When(now), Whom(me), What(*))

Regional Targeting – State/ProvincialDMA Targeting – CityGeo-fence Targeting – DistrictHyper-local Targeting – ZoneIndoor Targeting – POIGeo-conquesting – POI Exclusion

Mobile Geo-temporal Targeting Hierarchy (Where(route), When(future), Whom(me), What(product&services))

In-motion TargetingEvent-based TargetingCar Network Targeting

Maximize User Reach & ARPU

@Event

@Purchase

@Viral

@Contacts

@Road

@Site

@Show

@Exit

More Location Based Targeting Factors for Real-Time Bidding

BehaviorTargeting

On-checkoutTargeting

Viral Marketing

Social InfluenceTargeting

In-MotionTargeting

HyperlocalTargeting

Indoor TargetingGeo-conquesting

In-MotionTargeting

THE END

yiwei_chen@yahoo.com