LSA15: Sales 2.0 Best Practices (LA Times Media Group, Advance Digital, Closely)
LSA15: Winning the Last Mile
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Transcript of LSA15: Winning the Last Mile
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The Evolution of LocationLoren Hillberg | President & GM | April 2015
15
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o Location
Technology
Specialists
o Mobile Marketing
Platform
o Public Company
(TNAV)
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ev-o-lu-tion
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vv
White
African American
Asian
Hispanic
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HHI > $100K DENSITY: LOS ANGELES
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>300 BILLION DATA POINTS PER
MONTH
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180 MILLION SMARTPHONE USERS
IN THE U.S.
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60 LOCATION DATA POINTS PER PERSON, PER DAY
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Contextual Location Targeting:Wednesday, 7:42PM, Wrigley Field
3rd Party Data Profile Targeting:Owns an Acura, Purchases Crest,
Male/Female
Behavioral Location Targeting:Frequent Dining, Boutique Men’s Wear,
Concert-Goer
Demographic Location Targeting:HHI, Age, Ethnicity, Life Stage
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Can a CPG brand
leverage location
data to connect with
their audience?
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Objectives:
o Engage with outdoor enthusiasts
o Focus on a health-conscious
consumers
o Look beyond “the click”
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Group 1:
Control Group
DMA Targeting
Group 2:
Location Based
Audiences
Group 3:
Audience +
Dynamic Creative
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+30%Post-Click
Engagement
+8% CTR with Location-
Based Audiences
+11% CTR with Dynamic
Creative
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Thank you!
Loren Hillberg
President & GM
@Lhillberg
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Programmatic Media Solutions:Geo-Targeting Your Ads
Example: QSR Restaurant
Restaurant wants to focus impressions based on proximity to location
Media targets specific zip codes, tiering bidding based on proximity
Platform enables “Radial Targeting,” where bids are tiered based on proximity to store location
Bid $1
Bid $2
Bid $3
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Targeting 1st party audiences across all household devices via Household Extension, leveraging IP targeting to reach prospects across screens.
Prospective customer visits your local website
Ad served on phone
Ad also served on tablet
Household Extension IP Targeting
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Jersey Mike’s wants to target ads for its catering to local companies with 100+ employees
Jersey Mike’s GM decides which local companies he wants to target for catering
IP Targeting to Locations
Jersey Mike’s runs online ads promoting their local catering menu
Local companies get ads served onlyto their unique IPand employees
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• IP address targeting is less accurate with mobile:
• A given user connects to several IP servers over the course of a day
• IP address can be a WIFI network like a coffee shop or an airport with multiple users
• IP addresses may also resolve to a carrier IP address which is extremely inaccurate.
• For Mobile SDK enabled targeting passes true lat/long data
Geo targeting inventory is mostly IP based and not accurate. SDK targeting gives us the advantage to true lat/long location data.
Mobile Location Targeting
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Pre Roll Video Targeting
• Only pay when watched• Geo Targeted• Cross Device View• YouTube Analytics
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Local Marketing Tactics – Must Do’s
SEO Social SEM
Combined Approach
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Search Engine Marketing (SEM)
• Pay-Per-Click (PPC)• Google Display Network (GDN)• YouTube Ads
Local Marketing Tactics – Must Do’s
Search Engine Optimization (SEO)
• Website Optimization• Content Creation• Citations• Online Reviews• Mobile Site
Social Media• Social Engagement • Facebook Ads
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Mercedes + agency target new dads looking for safe sedans
Dad sees video ad on TopGearonline episode
Visits Mercedes site, looks at safety pages
Retargeted with display ad listing safety features on FBX and YahooMail
2 weeks later, targeted with display ad for local dealer & pricing info on phone
Targeted with 3 more video ads about Mercedes racing
Visits dealer for test drive and gives email. Email is mapped to cookie LiveRamp.
Target audience is converted: Dad purchases
Cross Channel Media Delivery
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Advanced Analytics: Geo Reporting
Reporting shows where conversions are coming from geographically enabling Geo-optimizations layered on top of all targeting strategies.
Example of Geo ReportingReporting provides insight into the cities and towns conversions are coming from. Using these insights, media can adjust bids to win more impressions in better performing areas.
Region
Metropolitan
Area City
Impressions
Won Cost (USD) eCPM eCPC eCPA
Alabama Atlanta GA Roanoke 2,483,950 2,732.35$ 1.10$ 0.90$ 64.32$
Wadley 1,288,048 1,210.77$ 0.94$ 0.76$ 72.14$
Birmingham AL Abernant 546,900 798.47$ 1.46$ 0.68$ 48.35$
Adamsville 269,000 220.58$ 0.82$ 1.10$ 46.43$
Chattanooga TN Bridgeport 45,930 41.80$ 0.91$ 1.45$ 110.45$
Henagar 17,497 8.22$ 0.47$ 1.60$ 146.78$
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PLACED: OVERVIEW
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PLACED: AUDIENCE RECRUITMENT
70+ APPS
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PLACED: PERSISTENT MEASUREMENT
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PLACED: VALIDATION
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PLACED: SHARE OF TOTAL VISITORS
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PLACED: SHARE OF TOTAL VISITORS
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F, 13-24
PLACED: AUDIENCE AFFINITY
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LOCATION TARGETING: PROXIMITY
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PLACED: KOHL’S OVERLAP + AFFINITY
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PLACED: KOHL’S OVERLAP + AFFINITY
Kohl’s locations in the Bay AreaJC Penney locations in the Bay AreaOld Navy locations in the Bay Area
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PLACED: CARS.COM MOBILE STUDY
Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014
Smartphone Actions on Lot:
51% 29%
Price, Payments,
and Offers
Inventory
17%
Reviews
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PLACED: ATTRIBUTION
9 OUT OF 10 RETAIL CONVERSIONS OCCUR OFFLINE
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PLACED: ATTRIBUTION
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PLACED: ATTRIBUTION
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PLACED: ATTRIBUTION
62,782 Store Visits
x 45% Purchase Rate
x $30 Average Order Size
= 1,725% ROAS
= $862,624 Sales
/ $50,000 Ad Spend
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PLACED: ATTRIBUTION
Sales: $216,666
ROAS: 433%
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PLACED: ATTRIBUTION
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PLACED: ATTRIBUTION