Tracking In-Store Traffic

Mobile geofencing has offered retailers the ability to target smartphones using a geofence and place offers in tagged smartphones. If a user clicks on the retailer’s ad their ID would be placed in a retargeting folder for a future campaign. The KPI has been click thru rate. The higher the click rate the more successful the campaign.

If you compare mobile advertising to newspaper, radio and out of home advertising the better outlet is clearly mobile. The three traditional outlets depend on collecting a huge amount of impression and hoping that the client’s demographic is in the mix. With mobile offering geotargeting, targeting by day and time, demographic and behavior targeting and being cheaper, the argument that mobile is a better media outlet is solid.

Recently retail accounts have been pushing for in-store traffic reporting. Changing the KPI to CPV (cost per visit). Programs like TrafficDrive (Copley Advertising) along with programs from NinthDecimal, Push Spring and Simpli.fi have the capability to track tagged smartphones back to the retail location.

Copley Advertising’s TrafficDrive program is unique. Copley Advertising will geofence retailer’s location. Tag smartphones in the geofence. The user doesn’t have to click on the ad. Once the user sees the ad the phone is retagged. Copley Advertising transforms the retailer into a Conversion Center. When then retagged user enters the Conversion Center their ID is counted. Copley Advertising can create a report showing store traffic directly generated by the mobile campaign.

The power of mobile continues to grow and the demands by clients are helping mobile DSPs to create programs to meet expectations. The great news is that mobile will continue to rise and meet different benchmarks for different sectors.

Mobile Shoppers: Coupons are #1

eMarkter has published that other factors do influence US internet users purchasing decisions but none come close to the popularity of coupons and discounts.  More than 70% of US internet users said their purchase decisions were influenced by coupons and discounts.

No other influence was had more than 50% of responses. The closest was family and friends with 40%. 30% named TV as the LEAST effective and 20% saying radio was the LEAST effective.

In June of 2016 Points.com found that 50% of respondents wanted more relevant coupons and deals from retailers.

And a September 2016 survey of US millennial mother internet users by Roth Capital reveals that nearly 70% of them searched for or downloaded mobile coupons while on their smartphones and shopping. October research should dollar off coupons are the most popular.

Mobile users have welcomed and are now demanding that retailers geofence their locations and place coupons and discounts in their location. With mobile retargeting, after the customer leaves the store additional discounts and coupons can be delivered.  These offers can bring customers back to the retail location. Tracking methods can be used to see how many tagged users that opened up the coupon away from the retail location came back to the store.

Retailers using mobile geofencing to deliver discounts and coupons to the consumer in store will have an advantage over other retailers that are not geofencing. The consumer has signaled that they want more. If you are not using the tools of mobile geofencing to its fullest then you are losing business.

For more information and about setting up a mobile geofencing program that will deliver coupons and discounts to you customers in-store then tracking the tagged user and deliver additional offers to drive them back to the retail location click here.

Live Nation – Event Geofencing

AdvertisingAge made an announcement that event giant Live Nation will now geofence their events.  Live Nation claims they sponsor an event somewhere on the planet every 20 minutes.  They will tag mobile IDs of concert goers and gather information such as the age, sex, how much did the person pay for their ticket, what food or drink did they order and other information.

Live Nation’s technology will track the tagged ID’s social media behavior.  When a tagged user places a picture on Instagram during the event,  Live Nation may store that information and could repost the image on Facebook as a sponsored ad.  Then track the ID’s comments on other social media outlets and possibly repost.

All the information will be loaded into their database and Live Nation will be used to build look-alike models for future events.  This will hyper-target their mobile and traditional advertising.

This model reaffirms that not only is geofencing a tool for marketing but the backend data is very valuable.  Real-time creative, landing pages, optimization changes can give companies like Live Nation valuable marketing feed back.  What T-Shirts were a best-seller, which drink was voted most popular, how many pictures were posted on Instagram and other behaviors.   All this data can pinpoint marketing trends in real-time.  When you have an event every 20 minutes that’s a lot of valuable data.

Mobile Geofence your products in store

Consumer good companies have a great chance to reach their demographic at the magical moment when they are about to buy your product.  By mobile geofencing outlets that carry your product you are reaching your demographic when they are ready to purchase. Copley Advertising will tag smartphones in store and place ads for your product in mobile apps.  If the demographic clicks on your ad we can retarget them and continue delivering the ad after they leave the geofence.  Your ad will only run during store hours and after we gather enough data Copley Advertising will pinpoint times of day that have the highest click rate. Then we will delete the locations that are underperforming and you will have a lean hyper-targeted advertising campaign reaching your demographic in front of your product at the exact moment they are ready to purchase.

Optimization – Operating Systems

Tracking click rate for mobile OS is a key part of optimizing a mobile campaign.

There are many factors to consider when trying to optimize a mobile campaign.  Drilling down to OS will show the break out between iOS and Android.  Copley Advertising has seen a three to one gap in click rate.  If this is the case then testing a cloned campaign and white listing the OS with the highest click rate may see a significant rise in CTR.

When we ran a test campaign which cloned the original campaign and then whitelisted the OS with the highest CTR. Copley Advertising found a 25% lift in the click rate across the board. By whitelisting the OS system, we increased net click rate by 20% for the entire campaign.

There is a movement to gear campaigns to iOS only.  We have seen 3 to 1 click rates in favor of iOS and some in favor of Android.  With Android impressions being cheaper finding Android skewed data may be a bonus.

If the advantage is 25% or less then looking at placement is a better way to go as you can choose which iOS and Android apps are working and which are not.

Copley Advertising uses a mobileDSP platforms to reach your mobile marketing goals.  We use programmatic buying but we believe that algorithms are good but knowing each campaign on a granular level is important.

Interested in mobile geofencing?  Email us at info@copleyadvertising.com.

 

 

 

Time to stop the app

Optimizing a mobile campaign is key for a solid CTR.  There are many tricks to the trade. Checking the CTR of your app traffic is a great way to boost CTR and lower CPC.

The advantages of your having access to your own DSP platform is the ability to make changes in real time.  If a target location’s CTR has dropped significantly during the first half of the day you can redirect your budget to  targets that are outperforming.  Then you can investigate why the CTR dropped.

One of the reasons maybe is that you have an app in an SSP network that is sucking impressions but has a low CTR.  At Copley Advertising, we believe in the 48-hour rule.  You can track an app over a two day period and see if the CTR for that app is in goal range.  If not you can lower the CPM budget.  Then you can check which apps are outperforming and raise the CPM budget.  Having apps with higher CTR then goal receiving additional impressions will quickly make your campaign effective and efficient.

Using the two-day rule to judge the apps projected CTR may be aggressive but with the correct scale is definitely worth considering.

 

 

Adwords vs Mobile Geofencing

Over the last four years, I have explained to over 1,000 clients the difference between Adwords and Mobile Geofencing.

Adwords is a great tool and now has the ability to geotarget a location and place ads in mobile apps. Adwords has made a strong splash in mobile marketing.

One of the issues Adwords has is that it needs a lot happen in order for the mobile impressions to be delivered to the correct demographic in the right geotarget. A trained Adwords agency can pull all the right levers and make this happen but there’s a small room for error. One error and impressions can be delivered to a location thousands of miles from the target.  The feedback can take days and Adwords doesn’t report in real time.

Google is always changing their algorithms and one day a cost per click may be $1.00 then it is $2.00 then back to $.80. A dedicated Adwords agency can manually track and change the cost per click on at least a daily basis to ensure your total pay-per-click rate is reasonable.

Mobile geofencing is clean. The geofence is set around a location (lat-long). Then tags all the Smartphones in that location. A filter can be put in place to target the desired demographic (age and gender) or behavior.   There is a 1% chance of the wrong demographic seeing your ad. When the tagged user leaves the geofence they will continue to see the ad and their phone IDs will be placed in a retargeting folder for future campaigns.  Mobile campaigns can change locations, creative and goals in 24 hours.

The big differences between Adwords and Mobile Geofencing boil down to that mobile geofencing has:

Robust Retargeting – the ability to capture an ID of a targeted user that clicked on the creative or saw the ad (impression) and then retarget the user after they leave the geofence.

Real-time – You can track a program in real-time and check on the click rate.  If the click has gone dangerously low you can make changes or shut the campaign off and reaccess.

Behavior Overlays – Target by age, gender, hobbies, type of car you own, shopping preferences and many others.  When you download an app you are giving permission for that company to download a tremendous amount of your personal information. So basically your are opting into a mobile program.

The mobile world is running fast.  And (I’m not kidding) new abilities are happening almost weekly.  So if you are big Adwords user you are in good hands.  But you may want to set some money aside and start a few mobile geofencing.

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John Flynn is CEO of Copley Advertising. He has been seen in Forbes, Business Insider, Slate and other publications.  Copley Advertising uses programmatic buying, retargeting and optimization (app click, time of engagement, operating system whitelist). To learn more about geofencing please email: jflynn@copleyadvertising.com or call (617) 651-2249.

Five reasons why you need to be marketing to military personal

Money

There are 7.3 million active duty personnel, dependents, reservists, civilian employees that live on military sites.  The annual payroll is over $90 billion.

Employment

Everyone on a military base has a job.  100% employment

Demographic

75% are under 34

96% are high school grads

45% have attended college

66% area white, 20% are black and 8% are Hispanic

Set Target

The demographic and geo locations are set.  This makes it easy for marketers to target their advertising.  You know who you are talking to and where they are.

Media Outlet

Mobile geo-fencing.  Military personal spend over 60% of their digital views on smartphones. TV viewship for 18-34 is down 17% in one year. Direct mail and base newspapers are over crowded with ads. A mobile geo-fencing program will tag all the smartphones on base. Then track which apps the user opens.   Place ads on selected apps.  You will be talking directly to your demographic.  Mobile geo-fencing gives marketer the flexibility, targeting and the effectiveness needed to create an advertising campaign to reach military personal.