The HyLoMo Competitive
Landscape
Positioning Mediative in the Market
Justin Sanders
Laura Cristescu
PRODUCT MANAGER
Mediative
Justin Sanders
Marketing Generalist
Mediative
AGENDA
Key take aways…
1.
2.
3.
4.
What are the industry metrics & what is the new trend in HyLoMo
Mediative’s competitors in the Canadian Market & their price
The technology providers and their capabilities in the U.S. & Canada
What is next for mobile advertising?
Key Industry Success Factors
1
PRECISION
2
LISTINGS DATA
3
PERFORMANCE
4
NOW
Key Performance Benchmarks: Click-Through-Rate
Clicks to impressions in display
advertising. Clicks to delivery rate, or
open rate, in email marketing.
5
THE FUTURE
Key Performance Benchmarks: Lift
The increase in foot traffic at a brick
and mortar location as a result of
exposure to a targeted mobile ad
6
MEDIATIVE’S COMPETITORS
IN THE CANADIAN MARKET
Predominantly active in digital out
of home (DOOH) advertising
Strengths
• Average to high CTR performance
• Compatible with multiple platforms
• Affordable Services: $4-9 per CPM under 2 km
$3-8 RON CPM
• Reliance on 3rd Party Listings Data
• Geo-Targeting based on DOOH Strategy*
• Broad Geo-Fencing Capabilities: Down to a 1 km radius
Weaknesse
s
Precision: Low
Performance: Moderate/High
75% of advertising inventory hosted in-app
Strengths
• Relatively precise Geo-Fencing capabilities: Down to 500m radii
• Affordable Services: $9-12 per CPM *
• Reliance on 3rd Party Listings Data
• HyLoMo campaign performance is not explicitly stated
Weaknesse
s
Precision: Moderate
Performance: Moderate
The technology providers and their capabilities in
the U.S. & Canada
• 1st hand location data - Telenav
• The ability to distinguish individual characteristics based on Mobile Tracking
Strengths
• 1st Hand Telenav Locations data & Access to Yellow API
• Highly precise Geo-Fencing capabilities: Down to 100m Tiles
• Consistently Higher than industry average CTRs
• Mobile re-targeting
• Affordable Services: $4 - 7 per CPM
• Does not offer the Lift performance metric
• Slow responsiveness to Mediative requests
Weaknesse
s
Precision: Moderate/High
Performance: High
Location: A Real-World Cookie
Home
McDonald’s
Sephora
Ann Taylor
Safeway
Wells Fargo
NinthDecimal’s Unique Approach
Leading Location-Powered Mobile Advertising & Data Platform
100%
80%
Campaign
Driven Visits
60%
40%
20%
0%
Store Visits
Audience Defined
by Location
Past & Present
Data
Unique
Footprint
Location Graph™
Platform
Delivering Better
Results
Mobile/Tablet
1:1 Targeting at
Scale
Drive to Store
Attribution
Make Sure Audience Platform is Precise
Place Centric Approach
In Shopping District
People Centric Approach
In Shopping District,
In Armani
In Back of Store
Build a Platform Designed for Precise Data from the Start
Location Conversion Index™
“Location Conversion Index™ (LCI) is the Industry’s first mobile ROI metric that measures
actual increase of in-store visits. LCI™ helps Marketers understand how their mobile ad
spend influences consumer behavior on the go.”
Strengths
• Store Level Geo-Fencing Capabilities
• Strong Implementation of Lift metric: Location Conversion
Index (LCI)
• Affordable Services: $3-6 per CPM
• 3rd Party Listings Data sources
Weaknesse
s
Precision: High
Performance: Moderate/High
•Cross-Screen delivery ad content on
mobile phones, tablets and digital
signage (DOOH).
•5 billion monthly location-based ad
impressions in games, apps, local
news and other websites.
Strengths
•Access to 5 billion monthly location-based ad impressions
• Compatible with multiple platforms (Mobile & DOOH)
• Affordable Services: $4 per CPM
• 3rd Party Listings Data sources
• Broad Geo-Fencing Capabilities: 1.5 square mile tiles
• Not using the Lift metric
• Tests demonstrate extremely poor performance
Weaknesse
s
Precision: Moderate
Performance: Moderate/High
Strengths
• Implementing Lift metric: Placed Attribution
• Considerable Lift campaign performance
• Affordable Services: $3-6 per CPM
• Qualitative panel based data provides a weak Lift metric
• 3rd Party Listings Data sources
Weaknesse
s
Precision: Moderate
Performance: Moderate
Strengths
• Implementing Lift metric: Store Visitation Lift (SVL)
• Implementing SmartFences en lieu of traditional Geo-Fence
• CTR performance roughly equivalent to ThinkNear
• Affordable Services: $3-6 per CPM
• Qualitative panel based data provides a weak Lift metric
• 3rd Party Listings Data sources
Weaknesse
s
Precision: High
Performance: Moderate/High
Strengths
• In-Store mapping and Geo-Fencing technology
• Reaches customer at exact point of purchase decision
• Proprietary 1st hand Listings Data
• Exclusive in-door mapping technology: Project Tango
• Not yet available
• Requires investment in compatible mobile devices
(projected availability: 2015)
• Impression levels become increasingly constrained in
smaller/aisle environments
Precision: High
Performance:
-
Weaknesse
s
Positioning Mediative in the Market…
HYPER-LOCAL MOBILE DISPLAY
delivering mobile display to shoppers in situations where they are open
to new purchase ideas or are at the point of choosing what to buy.
2013
Sales Target: $600K
Actual Year-End: $1.35M from 75 advertisers
2014
Sales Target: $2.2M
Actual to Date: $1.8M from 99 advertisers
We’ve generated demand.
Now its time to scale.
Strengths
• Exclusive access to Yellow API listings Data
• Highly precise Geo-Fencing capabilities: Down to 100m tiles
• Effective targeting: Nationwide Pre-Built Lifestyle-Zones
• Consistently Higher than industry average CTRs
• Relatively High Price: $15 – 20 per CPM
Weaknesse
s
Precision: High
Performance: High
Industry average CTR = 0.19%
Campaign CTR = 1.60%
Difference = 1.41%
CADILLAC
Industry average CTR = 0.44%
Campaign CTR = 0.96%
Difference = 0.52%
Cob’s Bread
Industry average CTR = 0.05%
Campaign CTR = 0.97%
Difference = 0.92%
Once Upon a child
Mediative HyLoMo Successes…
3
5
THE GEO-ZONES WE’VE ALREADY BUILT
• Auto Dealerships
• Garage & Repair
Centres
•
•
•
•
Business Districts
Airports
Hotels
Conference Centres
•
•
•
•
Universities
Nightlife Zones
Casinos/Racetracks
Movie Theatres
• Residential Zones/The
Suburbs
• Nurseries & Daycare
• Pools & Parks
• Elementary & High
Schools
• Financial Institutions
• Shopping Malls
• Electronic Stores
• Grocery Stores
• Hospitals & Clinics
• Gyms & Fitness
Centers
• Home Renovation
Stores
• Real Estate Agents
• Yoga, Pilates & Dance
Studios
• Spas & Hair Salons
• Sports Arenas
• Pubs & Bars
VISIT HYLOMO.MEDIATIVE.COM TO DISCOVER NUMBER OF IMPRESSIONS BY ZONE.
GIVEN OUR PROPRIETARY ACCESS TO YELLOW PAGES LOCATION DATA,
WE CAN EASILY BUILD CUSTOM ZONES AS PER YOUR CAMPAIGN OBJECTIVES.
36
3
7
Moving Forward…
1. The Lift performance benchmark is growing in popularity. A
combination of both CTR and Lift should be considered for a more
encompassing performance indication.
1. Future mobile tracking technology will enable improved consumer
targeting mobile device movement patterns in the market.
3
8
Thank you.
Questions?