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.

Why does Dunkin love geofencing?

In Boston Dunkin is a religion. But what about secondary markets? For years DD has turned to mobile geofencing to help solve their problem. In Philadelphia and Washington DC Dunkin as geofenced their locations. Placed an ad for their mobile app. If the consumer downloaded an app they received a free medium hot coffee. If you are the customer you walk out with a free coffee. If you are Dunkin you know that each downloaded app will generate an extra $1,500 in revenue. So when Dunkin needs to help in a DMA it rolls out a mobile geofencing program. How can mobile geofencing help your business?

Pokemon Go changed the game

The mania of Pokemon Go has forever changed how mobile marketing will be seen by retail and consumer goods companies.  It’s now clear to retailers and consumer goods companies that mobile geo-targeting is a powerful tool that can cause an organic reaction and propel their brands to a new level of engagement.

Retailers can tag the IDs of smartphone users within a five-mile radius of their locations and place a Pokemon Go “like” ads in mobile apps driving traffic to their locations.  They can drill down to demographic and behavioral qualifiers.  Increase in-store foot traffic is an important indicator for a successful mobile campaign.  Data from companies like Cuebiq is making tracking the holy grail of in-store traffic a lot easier and faster to track.

For consumer goods companies using the Pokemon Go like strategy of driving consumers to store locations that carry their product is a very effective plan.  With the increased ability to target by contextual, behavior and users individual selling habits, consumer goods companies have powerful marketing information on top of the ability to geo-target.

Pokemon Go has helped the mobile marketing movement go mainstream.  Retailers and consumer goods companies will now  realize that the capabilities of Pokemon Go have shown only a small part of what mobile marketing can do.

 

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.

 

 

 

Creative and optimization

Creative is an important aspect of increasing a campaign’s CTR and lowering CPA. After completing the mobile user’s persona (sex, race, age, contextual and behavior information) the next step is formulating a message.  What message will drive the user to complete the target action?

Copley Advertising requires at least six creatives with different tag lines in sizes 320×50, 300×250 and 320×480.  If we are running a native test (which is recommended)  additional creative is needed (1200×628 and 600×600).

Never be attached to your creative or message.  The data does not lie.  Each geo-target will have different results so setting up testing for each geo-target is important.

Copley Advertising uses a 10,000 impression threshold to start making creative decisions. Creative getting a .19% and lower are paused.  At about 25,000 impressions we look at placement and bidding.  At 50,000 impressions Copley Advertising can start turning off creative with a low CTR and increasing bidding on creative with a goal CTR.  By optimizing creative the CPC will decrease which creates highly targeted impressions at a cheaper rate.

By breaking out each creative and geo-target into separate campaigns (Copley Advertising is one of the few agencies that has this ability) it will be very clear which creative is working and where.  Retargeting pools can be set up for each high performing campaign and IDs will be collected.

Messages that can drive users to complete target actions will emerge among all geo-targets after all the data processed.

This theme becomes valuable as it can be transported to other marketing campaigns (traditional, digital or mobile).

Creative plays an important role in optimizing a mobile campaign.  Let the data do the talking.

 

 

 

 

Mobile surpassed TV viewing

From MarketDive (2/5/16):

Mobile has surpassed TV in viewing.  47.3% of consumer’s time is spent on mobile devices and 36% is spent on TV. Smartphone video views are up 55%.  57% of viewers are using another device while watching.

Yahoo recommended, “Mobile is the new prime time vehicle of choice. Maximize viewer attention by incorporating native video ads into your next campaign. These ads have led to a 28% lift in purchase intent.”

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.

Mobile geo-fencing: Advertise in your competitor’s store

So you’re a medium size online pet site offering high-end choices for the pet owner community.  You are using Google Analytics and maybe some digital cookie tagging to draw customers.  SEO and Adwords to keep you on top of search engine keywords. It’s expensive to use traditional advertising to reach your demographic and compiling a “customer persona” can be difficult.  You are using the tools you have access to.

With mobile geo-fencing you can create a “geo-fence” around PETCO and Pet Smart locations. Then tag all the smartphone at the location.  You can drill down further to demographics (age and gender) with behavior overlays (soccer mom, household income). Your ad is placed in mobile apps of the tagged user.  When the user leaves the geo-fence they will see your ad for up to 30 days.

Now you can target the exact demographic you are looking while they are they are in the buying cycle.  You are letting the big box stores do all the work of placing a store in the right area, advertising to draw in customers, staffing, and the huge overhead.  All you have to do is geo-fence their location and tag your demographic’s smartphone.

It is simple and powerful.

 

How does mobile geo-fencing work?

How does mobile geo-fencing work?

Mobile geofencing uses the global positioning system (GPS), internet protocol (IP Address) and longitude/latitude to define geographical boundaries.

When a device enters the virtual geo-fence the phone’s ID is tagged. The mobile identification number (MIN) or mobile subscription identification number (MSIN) refers to the 10-digit unique number that a wireless carrier uses to identify a mobile phone.

We gather information from the tag (gender, age, websites visited, m-commerce and other information).  Copley Advertising places ads in mobile apps the user has downloaded.  When a user downloads an app they have agreed (via the terms of service) to share information with the company that published the app.  When Copley Advertising buys space to place our ad we gather this information.

These tools allow us to drill down to extremely targeted smartphone users in a set location.  When the tagged phone leaves the geofence they will still see the ad for 30 days (unless they “wipe” their phone which is rare).

 

Mobile advertising has become a traditional media buy

Mobile is not a new media outlet.  By the end of 2015, 60% of all digital views will be mobile. 42% of ad agencies will consider mobile a must buy for all their clients.

Mobile marketing is has become a traditional media buy.

Local car dealers are mobile geo-fencing their competitors.  Location based retailers are mobile geo-fencing all home games for thier local NFL team.

In app advertising is here to stay and don’t lock yourself into a lifetime program.  Things are happening every week.  Programs area getting cheaper and more efficent.

It is best to be small and fast then big and slow.  No one can buy all the impressions.