location based targeting technologies for mobile advertisement
DESCRIPTION
This deck summarizes at high level the commonly used location based targeting technologies for mobile advertisement. It categorizes those technologies into behavioral, geospatial, and geo-temporal types for advertisers, agencies, and publishers to reference.TRANSCRIPT
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
