Mobile GeoRetargeting & The Competitive Landscape March All-Hands Call.

Mobile GeoRetargeting & The Competitive Landscape

March All-Hands Call

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Publishers need to act more like agencies to get out of the commoditization trap.

“ “-Digiday

TRANSFORMATION

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Agenda

• Top Markets & Wins• Top Win Spotlight• Competitive Landscape• Success Story | Home Builder• Mobile GeoRetargeting• Q&A• Housekeeping

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21Fresno Bee

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17

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1413

1110

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20Leader-Post

19Madison.com

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12

24San Diego Union-Tribune

Leaderboard

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2

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Orlando Sentinel

Naples Daily News

Chicago Tribune

Los Angeles Times

Kansas City Star

Edmonton Journal

The Virginian Pilot Myrtle Beach Sun News

Corpus Christi Caller-Times

The Star Phoenix

Vancouver Sun

Sun Sentinel

Ventura County Star

Hartford Courant

Toledo Blade

Allentown Morning Call

Columbus Dispatch

St. Louis Post Dispatch

Las Vegas Review-Journal

Knoxville News Sentinel

OnMilwaukee

Top New Wins | January

$72,000Estimated Retail





Scripps Media

Columbus Dispatch

Philly.com

Macon Telegraph

The Missoulian

• Promote Summer Travel

• Reach 8 feeder markets in the US and Canada

• Utilize Mobile Channel Targeting to the Travel Channel

• In the US markets, layer on Premium News Network to extend in-market reach to travel planners

• This campaign represents renewed business for this advertiser

• Prior to this campaign the advertiser has represented over $76,000 in incremental digital spend over the last year!

• Campaign length for this run is two months

Travel & Tourism$40,500

CLIENT OBJECTIVES:

IMPRESSION ALLOCATION:

BACKGROUND:

Big Win Spotlight

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Premium News Network

Mobile

17%

83%

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Agenda


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KNOW YOUR COMPETITORS

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YOUR #1 DIFFERENTIATOR

INSERT YOUR LOGO HERE!

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THE CENTRO ADVANTAGE

Brand Safety

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• White-list capabilities enable the ability to target only handpicked sites

• Black-list specific sites to exclude specific sites from your campaign

• Contextual technology scans page to makes sure your advertising runs in appropriate content

• Robust controls give more power to the advertiser

• Target content consistent with your brand message and positioning

EXTENSIVE SAFETY CONTROLS

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Products That Differentiate

Your Audience

Premium News Network

Hyper-Local Mobile

Mobile GeoRetargeting

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SURVIVING THE COMPETITIVE LANDSCAPE

• Know Your Competition• Your Audience is Your #1 Differentiator• You Deliver More Possible Inventory Sources than

anyone in the marketplace• Differentiated Products

• YourSite.com• Premium News Network• Hyper-Local Mobile• Mobile Geo-Retargeting

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Agenda


Wilma Poole, Digital Account Manager

ABD DEVELOPMENT

ABD Development

Home BuilderCLIENT BACKGROUND

ORLANDO SENTINEL SUCCESS STORY

CAMPAIGN DETAILS

• This customer previously advertised with Orlando Sentinel and had been out of the picture for about 5 years!

• As part of an internal Orlando Sentinel initiative we made a list of past clients and targeted them one by one.

• We discovered they were still in business but had no marketing plan and very little staffing for support.

• As you can imagine we had to overcome just about every objection – no budget, no marketing strategy, little staffing and they viewed us as just a newspaper.

• Additional solutions sold include OS.com, Direct Mail, Email Blast, SEO & SEM

• Previous marketing efforts included print in the Orlando Sentinel along with Radio and Magazine

Total Spend$21,400/month

Centro Spend$8,500/month

Campaign Length

Annual

Geography Targeted

Orlando, Polk County & Canada

BUDGET ALLOCATION

Premium News

11%

Advanced Targeting

8%

Hyper-Local Mobile

73%

Contextual Targeting

8%

ORLANDO SENTINEL SUCCESS STORY

WHY DID THEY BUY?

• Comprehensive multi-platform strategy with frequent optimization

• Out of the box Mobile Strategy

ADDITIONAL COMMENTARY

• This client could clearly see the advantage of letting our media company show them ways to target homebuyers – both in the local market and in other countries

• This money would have gone to other marketing efforts or mediums in time. The fact that we can bring them OS.com, an extension in reach with Centro’s offerings and Mobile Geo-fencing (even in Canada!) was key in landing this account

• We had only two meetings to close this one!

ABD Development

Home Builder

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Agenda


Mobile GeoRetargeting

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Desktop Retargeting

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Mobile Retargeting?

?

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Mobile Retargeting?

• User profile is developed based on location history

• Profile is based on relevant location segments (ie. Shopping, Automotive, Entertainment, etc.)

• No personally identifiable information (PII) is collected

• Advertisers can retarget users who have visited specific segments

Introducing Mobile GeoRetargeting!

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• Visited 3 auto dealerships in 60 days

• Auto Intender• Deliver BMW ad to user

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GeoRetargeting Segments

• Automotive• Economy• Luxury• Repairs/Parts

• Education• K-12• College

• Entertainment• Amusement Parks• Bars & Clubs• Movie Theatres• Museums

• Food• Coffee Shops• Full Service• QSR

• Medical• Hospitals, Doctors• Veterinarian

• Retail• Big Box• Convenience• Department• Electronics• Grocery Store• Home & Garden• Home Merchandise• Office Supplies• Pharmacy• Shopping Malls• Sporting Goods

• Services• Banks• Fitness & Spa• Gas Stations

• Other• Sports & Rec• Travel

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GeoRetarget Based on Specific Brands

• Finance - Bank of America• Auto – Chevy, Ford, Toyota, Honda, Lexus• Retail – Macy’s, TJ Maxx, Marshalls• Grocery – Kroger, Safeway, Supervalue• Big Box – Walmart, Target, Costco, Best Buy, Sears,

Kmart, Sam’s Club• Pharmacy – CVS, Walgreens• Home Improvement – Home Depot, Lowes• Restaurants – Applebee’s, Olive Garden, TGIF, Chili’s• Hotel – Marriott, Best Western, Hyatt

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Agenda


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Basics SessionMarch 20th @ 11am CST

Advanced Session-Competition & DifferentiationMarch 20th @ 11:30am CST

“digitalninja” When: Wednesday, April 9th

Where: Be on the lookout for a calendar invite!

When: Monday, March 10th @ 2:30pm CST

Where: https://www4.gotomeeting.com/register/281365991

TRAINING THURSDAY LIBRARY PASSWORD

AD OPS CALL Q1 LEADERSHIP CALL

HOUSEKEEPING

https://www4.gotomeeting.com/register/281365991



Contest Dates: • We will be accepting

entries until May 31st

Prizes: • All valid submissions

will receive a $10 Starbucks Gift Card

• Success Stories featured on an All-Hands Call will receive a $50 Amazon Gift Card

• All valid submissions will be entered into the Grand Prize Drawing for an iPad Mini!

SUCCESS STORY CONTEST!

DIGITAL SALES ACADEMY

http://www.centro.net/about-us/events/centro-digital-sales-academy

Mobile GeoRetargeting & The Competitive Landscape March All-Hands Call.

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Transcript of Mobile GeoRetargeting & The Competitive Landscape March All-Hands Call.