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.
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?
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.
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 firstname.lastname@example.org.
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.
When Copley Advertising sits down with a client to discuss creating a mobile marketing plan some familiar questions come up.
- How can you target a location?
- How can you target by demographic and behavior?
The question that very rarely comes up is retargeting. Retargeting is the heart of a mobile campaign. This is how it works. A code is placed on the client’s landing page and conversion page. A “folder” is created that stores the captured IDs from the landing page and another folder for the captured IDs from the conversion page. By retargeting the IDs that reached the landing page we have found CTR to be 5X industry standard.
As the main ad group delivers impressions Copley Advertising uses extensive retargeting tools such as A/B testing, CTR of the geo-locations and behavior overlays, dayparting, SSP efficiency, win percentage and others.
Once the campaign is a few weeks in and becomes hyper-targeted Copley Advertising creates a separate ad group. We add all the IDs that reached the landing page to a white list. Then we add all the IDs from the conversion page to a black list. Why? At this point we are not interested in users that completed the target action, we are interested in the users who clicked on the ad but did not complete the target action. Copley Advertising will use that group deeper in the campaign.
We turn on the retargeting campaign as the main campaign is still adding IDs to the retargeting folders. The average CTR for a mobile campaign .2. The CTR for retargeting IDs can jump to .7 and higher.
Having a DSP platform allows us to use all the benefits of programmatic bidding. But it also allows Copley Advertising to use our own A/B testing and retargeting to ensure that your campaign is successful.
And yes….we can target that.
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.”
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?
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 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.