Anne Stokes Bristol June 2013. Online Counselling Anne Stokes.
Anne Bezancon - Placecast
Transcript of Anne Bezancon - Placecast
© 1020 Inc., Proprietary and Confidential, 2009
Context Platforms
Connecting digital and physical locations
MetaPlaces - September 22, 2009
Anne Bezançon, Founder & President
© 1020 Inc., Proprietary and Confidential, 2009
Agenda
Introduction
Who is Placecast?
The Consumer Perspective
The Marketer Perspective
How Placecast does it
© 1020 Inc., Proprietary and Confidential, 2009
This is not about positioning
http://www.mobilitysite.com/wp-content/uploads/2008/02/a-gps.jpg
© 1020 Inc., Proprietary and Confidential, 2009
This is not about “Local-Local”
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So what IS a “Context Platform”?
• Context is what enables:– Relevance for the end-user/consumer
• in Place
• In Time
• According to Their Preferences
– Performance for the Marketer/Advertiser/Content Publisher
• Reach & Scale
• Operational cost
• Metrics (CPM, CPC, CPA, registrations, downloads,…)
• A Context Platform must translate and match both sets of needs
© 1020 Inc., Proprietary and Confidential, 2009
Agenda
Introduction
Who is Placecast?
The Consumer Perspective
The Marketer Perspective
How Placecast does it
© 1020 Inc., Proprietary and Confidential, 2009
“Placecast enables multi-location
businesses to use digital marketing to
drive customers to physical locations.”
Vision & Mission
© 1020 Inc., Proprietary and Confidential, 2009
History
About 1020 Placecast
Technology Business Units
Proprietary place-based
technology can digest any
expression of location and
formulate a normalized output
– Examples of location data
include Lat/Long, Zip Code,
Neighborhood, City, etc.
Normalized data output can be
utilized for content serving
purpose as well as location-based
advertising/marketing
Founded 4 years ago in San
Francisco to develop a
platform with location at its
core
Fast-growing company
dedicated to providing
location-based advertising,
marketing and software
services solutions
300 Publishers, reaching 120
Million unique users/month
ADVERTISING
Placecast is the only location-based
advertising solution to find specific
audiences and deliver dynamic
messaging across web & mobile
> Nokia Interactive
MARKETING
ShopAlerts is the only scalable
location-based marketing solution
available to Brands, opt-in based.
> Alcatel-Lucent
LICENSING (SaaS)
> NAVTEQ
© 1020 Inc., Proprietary and Confidential, 2009
Advertisers
Agencies
Our clients: Top Brands & Agencies
© 1020 Inc., Proprietary and Confidential, 2009
Placecast is leading the charge
© 1020 Inc., Proprietary and Confidential, 2009
Agenda
Introduction
Who is Placecast?
The Consumer Perspective
The Marketer Perspective
How Placecast does it
© 1020 Inc., Proprietary and Confidential, 2009
High Interest Among Younger Consumers
“How interested are you in receiving opt-in alerts on your cell
phone for favorite establishments?”
Base: cell-phone owners with
favorite establishments
N = 1,687
Top 2 Box Scores
Source: Harris Poll Online July 20-22, 2009
© 1020 Inc., Proprietary and Confidential, 2009
Consumer receptivity and demand is growing
0%
10%
20%
30%
40%
50%
60%
70%
Currently use this location based
service (n=982)
Would use this location based
service if I knew about it or knew
how to access it (n=1,662)
Source: Compete Inc. research, 2009
Local Alerts
Special Offers
© 1020 Inc., Proprietary and Confidential, 2009
Alert Shopper Research : Real People
6-part research study
Conducted in conjunction with
Harris Interactive
In-person and third-party
research
Focus: consumer shopping
habits and interest around the
use of mobile devices and alerts
when shopping
Installments available on the
Placecast blog:
http://blog.placecast.net
© 1020 Inc., Proprietary and Confidential, 2009
Agenda
Introduction
Who is Placecast?
The Consumer Perspective
The Marketer Perspective
How Placecast does it
© 1020 Inc., Proprietary and Confidential, 2009
© 1020 Inc., Proprietary and Confidential, 2009
© 1020 Inc., Proprietary and Confidential, 2009
© 1020 Inc., Proprietary and Confidential, 2009
LBA vs. LBM
Mobile Marketing: delivering requested
promotional messages over SMS/MMS channels directly to potential customers who have opted in to receive them. Primarily used by marketers as retention tool.
Mobile Advertising: delivering text or
images attached to desired content on mobile web pages or in applications where user views ads in exchange for free/subsidized content. Used by marketers to acquire new customers.
�No opt-in
�Mobile Web/App Delivery
�Viewed w/ requested content
�Graphical content
The GAP has your
perfect summer look!
Call 415-501-9757.
We’ll grab your size in
the newest styles at
183 Mill Plz, Walnut
Creek.
�Opt-in
�SMS delivery;may includemobile web
�Requestedcontent
�Textcontent
Marketing growing from $6.4B in 2009 to $14.2B in 2012
Advertising growing from $600M in 2009 to $5B in 2013
© 1020 Inc., Proprietary and Confidential, 2009
So what do advertising agencies do?
…organization acting as an agent for
a producer of goods or services (an
advertiser) devoted to developing
and placing advertising in order to
further the acceptance of a brand
product, service, or idea.
– Nielsen Media
© 1020 Inc., Proprietary and Confidential, 2009
What do advertisers look for?
Reach & Frequencyhow many users can I reach and how often?
Target Audience
what are the age, gender, location, income, ethnicity, education of this audience?
Audience Attitudes
shifting audience attitudes; awareness, favorability, purchase intent
© 1020 Inc., Proprietary and Confidential, 2009
How do agencies speak about targeting?
Targeting Variable What is it?
ContextualAds are targeted to related content being viewed by
consumers; content usually matches the advertiser's
business.
Demographic
Ads are targeted to content that has a high composition
of a specific market segment (regardless if there's a
contextual fit). Demographics include professions,
industry, company size, gender, age, and household
income.
GeographicAds are targeted to specific geographical areas based on a
user's Zip Code, or the local content he's viewing
RegistrationAds are targeted to consumers based on the information
they provided during registration.
BehavioralAds are targeted to consumers based on previous activity
(past content, purchase, or search history).
© 1020 Inc., Proprietary and Confidential, 2009
What does a campaign look like?
LAUNCH
Project Initiation
2-3 wks
Strategy
2-3 wks
Traffic
2 - 3 wks
Negotiations/
Media Purchase
4-6 wks
Creative
Production
Media Planning
2-4 wks
Optimization
Varies
Final Results
Varies
• Scope
• Objectives
• Measures
• Budget
• Approach
• Target
market
• Vehicle(s)
• Initial site/
provider list
• RFP
• Test creative
• Send creative
and ad tags
• Special needs
• Pair-down providers
• Refine creative
and messaging
• Focus ad units
• Reports
• Analysis &
insights
• Next steps
6 – 20 weeks just to launch
2 – 6 months of actual campaign run time
Ongoing manual optimization of the campaign to
maximize performance
© 1020 Inc., Proprietary and Confidential, 2009
Yes, it’s complicated!
© 1020 Inc., Proprietary and Confidential, 2009
LBA Case Study: Avis-Budget
Challenge
• Reach consumers 25-54 in need of a long-term rental
vehicle (Avis Vehicle Replacement Program)
• Generate awareness for off-airport locations
• Deliver leads and branding objectives
Solution
• Cross-channel campaign: web and mobile targeting local
listings and weather sites
• Dynamic messaging: map the nearest off-airport rental
location into the ad unit
• Click-to-book (web) or click-to-call (mobile)
Results
• Increased relevancy for campaign through a single ad unit
• 50% lift in CTRs (dynamic vs. static messaging)
• 124% increase in click-to-call rate on mobile
Web + Mobile
“Adding local relevance to a national
campaign delivered much better results
without creating extra work for us.”
[Raashee Gupta, LM&O Advertising]
Localized Web
Localized Mobile
© 1020 Inc., Proprietary and Confidential, 2009
LBM: ShopAlerts geo-triggered SMS
• Consumer opts in to receive messages from their
favorite retail brand
• Custom Geo-fences are set around locations/POIs
• Location-specific messages are sent to the user
• Consumer control: opt-in/out, preferences,
frequency of messages
© 1020 Inc., Proprietary and Confidential, 2009
Agenda
Introduction
Who is Placecast?
The Consumer Perspective
The Marketer Perspective
How Placecast does it
© 1020 Inc., Proprietary and Confidential, 2009
Translating Location Data into Place
Consumer Segmentationlifestyle | consumer behaviors
types of people
Local TagsMetadata| Geo-tagged Content
i.e. Flickr, GeoMods
Venue DataContent | Reviews
i.e. NAVTEQ, Eventful, Zvents
Demographic DataHH income | HH size | age | gender
education | ethnicity | employment
PLACE
Complex
Simple
Unstructured Data
Structured Data
© 1020 Inc., Proprietary and Confidential, 2009
What about privacy?
• Location can be the best advertising option for privacy– Neighborhood level (Cell-ID/EOTD level) positioning is good enough and
avoids privacy issues
– WAP portals can take advantage with user-entered ZIP or even airport code
– Billing ZIP code still somewhat useful
• CTIA standards on LBS are good for business but narrow in scope– Only apply to situations where an LBS user is identified or his or her
location information is linked to other personally identifiable information
• Beware of behavioral targeting– Legal precedent set on the web with NebuAd, AdZilla
• Adhere to all MMA Guidelines (opt-in, etc.)
© 1020 Inc., Proprietary and Confidential, 2009
Questions?
Anne Bezançon
1020 Placecast
Thank you!