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The HyLoMo Competitive LandscapePositioning Mediative in the Market Justin Sanders
Laura Cristescu PRODUCT MANAGER Mediative Justin Sanders Marketing Generalist Mediative
AGENDA Key take aways… • What are the industry metrics & what is the new trend in HyLoMo • Mediative’s competitors in the Canadian Market & their price • The technology providers and their capabilities in the U.S. & Canada • What is next formobile advertising?
Key Industry Success Factors 1 PRECISION 2 LISTINGS DATA 3 PERFORMANCE
NOWKey Performance Benchmarks: Click-Through-Rate Clicks to impressions in display advertising. Clicks to delivery rate, or open rate, in email marketing.
THE FUTURE • Key Performance Benchmarks: Lift The increase in foot traffic at a brick and mortar location as a result of exposure to a targeted mobile ad
Predominantly active in digital out of home (DOOH) advertising
Average to high CTR performance • Compatible with multiple platforms • Affordable Services: $4-9 per CPM under 2 km • $3-8 RON CPM Strengths • Reliance on 3rd Party Listings Data • Geo-Targeting based on DOOH Strategy* • Broad Geo-Fencing Capabilities: Down to a 1 km radius Weaknesses Precision: Low Performance: Moderate/High
Relatively precise Geo-Fencing capabilities: Down to 500m radii • Affordable Services: $9-12 per CPM * Strengths • Reliance on 3rd Party Listings Data • HyLoMo campaign performance is not explicitly stated Weaknesses Precision: Moderate Performance: Moderate
1st hand location data - Telenav The ability to distinguish individual characteristics based on Mobile Tracking
1st Hand Telenav Locations data & Access to Yellow API • Highly precise Geo-Fencing capabilities: Down to 100m Tiles • Consistently Higher than industry average CTRs • Mobile re-targeting • Affordable Services: $4 - 7 per CPM Strengths • Does not offer the Lift performance metric • Slow responsiveness to Mediative requests Weaknesses Precision: Moderate/High Performance: High
Location: A Real-World Cookie Home McDonald’s Sephora Wells Fargo Ann Taylor Safeway
NinthDecimal’s Unique Approach Leading Location-Powered Mobile Advertising & Data Platform Campaign Driven Visits Audience Defined by Location Unique Footprint Location Graph™ Platform Delivering Better Results Past & Present Data Mobile/Tablet 1:1 Targeting at Scale Drive to Store Attribution
Make Sure Audience Platform is Precise People Centric Approach In Shopping District, In Armani In Back of Store Place Centric Approach In Shopping District Build a Platform Designed for Precise Data from the Start
Location Conversion Index™ “Location Conversion Index™ (LCI) is the Industry’s first mobile ROI metric that measures actual increase of in-store visits. LCI™ helps Marketers understand how their mobile ad spend influences consumer behavior on the go.”
Store Level Geo-Fencing Capabilities • Strong Implementation of Lift metric: Location Conversion Index (LCI) • Affordable Services: $3-6 per CPM Strengths • 3rd Party Listings Data sources Weaknesses Precision: High Performance: Moderate/High
Cross-Screen delivery ad content on mobile phones, tablets and digital signage (DOOH). • 5 billion monthly location-based ad impressions in games, apps, local news and other websites.
Access to 5 billion monthly location-based ad impressions • Compatible with multiple platforms (Mobile & DOOH) • Affordable Services: $4 per CPM Strengths • 3rd Party Listings Data sources • Broad Geo-Fencing Capabilities: 1.5 square mile tiles • Not using the Lift metric • Tests demonstrate extremely poor performance Weaknesses Precision: Moderate Performance: Moderate/High
Implementing Lift metric: Placed Attribution • Considerable Lift campaign performance • Affordable Services: $3-6 per CPM Strengths • Qualitative panel based data provides a weak Lift metric • 3rd Party Listings Data sources Weaknesses Precision: Moderate Performance: Moderate
Implementing Lift metric: Store Visitation Lift (SVL) • Implementing SmartFences en lieu of traditional Geo-Fence • CTR performance roughly equivalent to ThinkNear • Affordable Services: $3-6 per CPM Strengths • Qualitative panel based data provides a weak Lift metric • 3rd Party Listings Data sources Weaknesses Precision: High Performance: Moderate/High
In-Store mapping and Geo-Fencing technology • Reaches customer at exact point of purchase decision • Proprietary 1st hand Listings Data • Exclusive in-door mapping technology: Project Tango Strengths • Not yet available • Requires investment in compatible mobile devices (projected availability: 2015) • Impression levels become increasingly constrained in smaller/aisle environments Weaknesses Precision: High Performance: -
HYPER-LOCAL MOBILE DISPLAY delivering mobile display to shoppers in situations where they are open to new purchase ideas or are at the point of choosing what to buy. • 2013 • Sales Target: $600K • Actual Year-End: $1.35M from 75 advertisers • 2014 • Sales Target: $2.2M • Actual to Date: $1.8M from 99 advertisers We’ve generated demand.Now its time to scale.
Exclusive access to Yellow API listings Data • Highly precise Geo-Fencing capabilities: Down to 100m tiles • Effective targeting: Nationwide Pre-Built Lifestyle-Zones • Consistently Higher than industry average CTRs Strengths • Relatively High Price: $15 – 20 per CPM Weaknesses Precision: High Performance: High
Industry average CTR = 0.19% Campaign CTR = 1.60% Difference = 1.41% CADILLAC
Industry average CTR = 0.44% Campaign CTR = 0.96% Difference = 0.52% Cob’s Bread
Industry average CTR = 0.05% Campaign CTR = 0.97% Difference = 0.92% Once Upon a child
THE GEO-ZONES WE’VE ALREADY BUILT • Financial Institutions • Auto Dealerships • Garage & Repair Centres • Residential Zones/The Suburbs • Nurseries & Daycare • Pools & Parks • Elementary & High Schools • Business Districts • Airports • Hotels • Conference Centres • Shopping Malls • Electronic Stores • Grocery Stores • Yoga, Pilates & Dance Studios • Spas & Hair Salons • Universities • Nightlife Zones • Casinos/Racetracks • Movie Theatres • Hospitals & Clinics • Gyms & Fitness Centers • Sports Arenas • Pubs & Bars • Home Renovation Stores • Real Estate Agents VISITHYLOMO.MEDIATIVE.COMTO DISCOVER NUMBER OF IMPRESSIONS BY ZONE. GIVEN OUR PROPRIETARY ACCESS TO YELLOW PAGES LOCATION DATA, WE CAN EASILY BUILD CUSTOM ZONES AS PER YOUR CAMPAIGN OBJECTIVES.
Moving Forward… • The Lift performance benchmark is growing in popularity. A combination of both CTR and Lift should be considered for a more encompassing performance indication. • Future mobile tracking technology will enable improved consumer targeting mobile device movement patterns in the market.
Thank you. • Questions?