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