stephen jenkins millennial media - mobile retail summit 2013
Post on 21-Oct-2014
449 Views
Preview:
DESCRIPTION
TRANSCRIPT
MOBILE RETAIL SUMMIT 2013
HOW TO USE LOCATION-‐AWARE MOBILE ADVERTISING TO DRIVE INSTORE FOOTFALL
sjenkins@millennialmedia.com Stephen Jenkins, MarkeJng Director, EMEA @lopsidedstephen
It’s an “always connected” world
MORE MOBILE THAN HUMAN In 2012, the number of mobile devices overtook the number of humans (7B) in the world. Mobile has become a integral part of the human experience.
Source: Techcrunch – February 2012 - The Number Of Mobile Devices Will Exceed World’s Population By 2012
@lopsidedstephen
Retail has embraced this engagement opportunity
Source: IAB/PwC Digital AdSpend 2012 Based on 86% of submiTed display ad spend
1%
3%
3%
8%
10%
10%
11%
12%
12%
13%
16%
1%
3%
1%
10%
11%
4%
7%
12%
13%
14%
23%
Leisure Equipment
Business & Industrial
Government, Social, PoliZcal OrganisaZons
Motors
Telecomms
Travel & Transport
Technology
Finance
Retail
Consumer Goods
Entertainment & The Media
2011 2012
Top 5 Digital AdverJsers 2012
Consumer goods 16% Finance 15% Entertainment % the Media 13% Retail 12% Travel & Transport 9%
IAB/PWC DIGITAL AD-SPEND 2012 – CHANGE IN INDUSTRY SECTOR MOBILE DISPLAY
@lopsidedstephen
And seen success with location
RETAIL CAMPAIGN GOALS ALL ADVERTISERS’ CAMPAIGN GOALS
Source: Millennial Media 2012 data based on Top 3,000 campaigns on Millennial Media platform in 2012 @lopsidedstephen
By leveraging mobile proximity & immediacy
POST-CLICK CAMPAIGN ACTION MIX
@lopsidedstephen
Smart choices on store locators
Smartphone
95% Non Smartphone
5% SMARTPHONE DEVICES DOMINATE THE UK RETAIL MOBILE MARKET WITH OVER 7 MILLION
USERS ACCESSING STORE LOCATORS IN FEB 2013
Source: ComScore MobiLens Feb 2013 - data based on total UK audience accessing store locators ever in a month
@lopsidedstephen
TO IMPROVE CAMPAIGN RESULTS USING LOCATION DATA
Store locator – drive instore footfall
@lopsidedstephen
87% of retailers consider smartphones valueable at driving instore traffic. 94% of purchases are sZll made at physical locaZons.
Location-aware banners – localise your messages
@lopsidedstephen
Dynamically insert the users locaZon into the adverZsing, demonstraZng how far they away from the closest store. D i s p l a y l o c a l l y -‐ r e l e v a n t promoZons, products, etc.
Users can then be taken to Google Maps for further details, or a custom landing page with direcZons & addiZonal messages.
Mobile coupons - retail offers at your fingertips HARVESTER, MILLENNIAL MEDIA AND EAGLE EYE SOLUTIONS PARTNER TO LEVERAGE
APPLE PASSBOOK AND DELIVER INNOVATIVE MOBILE VOUCHER OFFER
Millennial Media delivers the right ad, to the right consumer, at the right moment. 1 User clicks a banner
and goes to landing page to download a Harvester restaurant voucher.
2
Eagle Eye technology enables customer to redeem voucher at Harvester restaurant, with campaign & purchase data passed back to advertiser.
4 Voucher gets added to iOS Passbook.
3
@lopsidedstephen
PROXIMITY TARGETING “LOCATION OBJECT” IS WITHIN THE PROXIMITY CHOSEN BY ADVERTISER, 360° EXPERIENCE POSSIBLE
At the Staples Center
REAL-WORLD AUDIENCES AUDIENCES ARE BUILT FROM ACTUAL BEHAVIOUR DEMONSTRATED OVER TIME. ADS ARE DELIVERED BASED ON CAMPAIGN FLIGHTING
On a car lot
OBSERVED REAL-‐WORLD BEHAVIOUR IMMEDIATE PROXIMITY
HAS BEEN ON A CAR GARAGE FORECOURT
TARGETED AD DELIVERED
Using location to understand real-world behaviours
@lopsidedstephen
FASHIONISTAS Shopping at a boutique or large department stores Interacting with fashion & style content Browsing fashion & style editorial, news & tips
AC
TIV
ITY
TIME
ENTERS AUDIENCE LEAVES
AUDIENCE
Location Graph Social Graph Interest Graph Mobile Profile
Location increases relevance
@lopsidedstephen
DIYers At a DIY or trade store Interacting with DIY content Browsing home improvement, gardening apps
AC
TIV
ITY
TIME
ENTERS AUDIENCE
LEAVES AUDIENCE
Location Graph Social Graph Interest Graph Mobile Profile
Location increases relevance
@lopsidedstephen
AVID SHOPPERS On the high street, in a destination retail location Interacting with shopping content Browsing retail apps, sales & deals content & shopping sites
AC
TIV
ITY
TIME
ENTERS AUDIENCE
LEAVES AUDIENCE
Location Graph Social Graph Interest Graph Mobile Profile
Location increases relevance
@lopsidedstephen
Location-based advertising – best practices
THE RIGHT CUSTOMER IN THE RIGHT PLACE AT THE RIGHT TIME
CompeJtor ConquesJng Target ads to mobile devices
in compeZtor locaZons
Behavioural Audiences Target consumers by real-‐world behaviour -‐ interests, purchase intent and life
stage
Hyper Local Audiences Reach consumers based on their current locaZon, such as shopping centres and
retail stores
Mobiblocks Leverage mobiblocks for mass reach during seasonal or sale events
around key dates
@lopsidedstephen
Mobile Couponing Present Zmely offers in a more convient format,
eliminaZng fraud & wastage & driving up redempZon
Dynamic Content Provide product info, offers & other locally-‐relevant content
@lopsidedstephen
No one gets you closer to your customers
EXPERTISE 8 years experience as a leading advertising & data platform AUDIENCES & DATA Mobile Audience Solutions Optimisation & segmentation INSIGHTS & CREATIVE Campaign & customer insights Industry leading creative development
@lopsidedstephen
THANK YOU. TO LEARN MORE VISIT WWW.MILLENNIALMEDIA.COM/BRANDS
Stephen Jenkins Marketing Director, EMEA
sjenkins@millennialmedia.com @lopsidedstephen
top related