PRESENTER: Nicolle Harding October 2014| www.strikead.com

StrikeAd: Geo-Fencing and Geo-Audiences

RTB is about reaching the right person in the right place at the right time

Layering on Third Party Data to our Bid How we maximize the opportunity by selecting the best ad

45 yrs old Architect

Lives in London Married with kids

Drives an Audi Earns over £100K

33 yrs old Part time admin

Lives in Copenhagen 2 children under 10

Loves interior design Earns under €20K

31 yrs old Runs a start-up

in New York Loves gadgets and

cycling Heavy social media

user

21 years old Recent law graduate

Lives in Sao Paolo Loves fashion

Has an iPhone 5c

Our DMP partners have profiled hundreds of millions of consumers based on observed digital and real-world behaviors that you can target through our platform

Understanding your Audience Factual is one of our preferred 3rd Party Data (DMP) Partners

StrikeAd Geo Fencing How StrikeAd delivers Geo Fenced campaigns with global scale

1 - Geo Fencing

Laser focused on Location.

Geopulse Proximity enables

you to create geofences that

precisely fit your campaigns’

needs

Uses the best data

Factual’s data covers 65M places in 50 countries and

is updated in real time

Large scale

Campaigns can include tens of thousands of

geofences

Visual Designer

Shows your campaign’s geofence distribution on a

dynamic map

Simple to use

Adjustments to campaigns are made by simply

adjusting filters in the Proximity Designer

Transparent

Designer shows you the places you are targeting and puts them on a map

Easily searchable

Add businesses or place categories to a campaign

directly from Factual’s Global Places

•  Target users based on distance from commonly named businesses and point of interest

•  For example, ‘1mile around all USA High Schools’, ‘300yds around California Auto Dealers’

•  Global Places allows for international targeting

Create geo fences that precisely fit your campaigns’ needs

Geo-tracking can be done by country / state / DMA / postcode / latitude / longitude, by POIs, or even by demographic profile

Geo-Targeting – StrikeAd Excels

Flexible targeting options: Target your campaigns by country, by state, by DMA, by postcode or by latitude/longitude

Geo-fencing: Provide us with a list of addresses (e.g. store locations) and we can geo-fence an agreed area surrounding those locations

StrikeAd Fusion allows for creation of geo-fences, uploading of DMAs/Zips/Postcodes/Lat/Lons. 75% of our inventory is in app, allowing for significant GPS Lat/Lon inventory. By selecting ‘GPS Only’ Lat/Lon coordinates will only be bid on if included within the request and response

StrikeAd is the leading DSP for Geo-Targeting

Geo-tracking can be done by country / state / DMA / postcode / latitude / longitude, by POIs, or even by demographic profile

Flexible targeting options: Target your campaigns by country, by state, by DMA, by postcode or by latitude/longitude

Geo-fencing: Provide us with a list of addresses (e.g. store locations) and we can geo-fence an agreed area surrounding those locations

Using Factual Proximity If you don’t know the locations of stores, parks, business parks etc

Example: Geo-Fencing Retail Locations

•  StrikeAd’s Retail database (over 50 million retail locations) empowers advertisers by allowing them to reach users around retail locations where your products are sold.

•  Set your own radius’ around retail locations and confidently reach consumers in that area with the highest quality Lat/Long & Retail Store Location Data

•  Example below: US Kroger’s Locations. Can also be applied for Walmart, Target & All Grocery Store locations

StrikeAd Geo Audiences Reaching your target audience anywhere

2 - Geo Audience

Laser focused on Location.

Audiences are built off the

individual places users go,

because action is the best

indicator of intention

Real world activity

Behavioral patterns built off mobile signals, reflecting

each user’s real world activity

Fresh data

Profiles rebuilt every two weeks to ensure rich,

insightful Audience profiles for each user

Quality lat/longs

Separate bad lat/longs from the good ones, ensuring

only the best data is used.

Personal

Designed for 1-to-1 engagement with users,

keeping in line with personal ethos of Mobile

Private

Anonymous profiles, taking responsibility to not violate user privacy very seriously

Continually enriching

Audience segments use machine learning to get

better each week, iterating toward perfection

•  Target based on places users have been, over time

•  Based on User Behavior - Location allows you to infer targetable characteristics about a user

•  Predictive User Modelling for Demographic Attributes e.g. In-Market Auto Buyers w/ HHI $100k+

StrikeAd offers two main products – the first:

How Do we build Audiences? We assess real world user activity at locations a user visits to build a detailed user profile

Income:  $100K-­‐$150K  Age:  25-­‐34  Gender:  Male  

D E M O G R A P H I C

Affluent  Customer    Movie-­‐goer  Business  Traveler  

 

B E H A V I O R A L

LAX  Airport

Santa Monica

Home  Loca)on:  Santa  Monica,  CA  Areas  of  Ac)vity:    Century  City  

LAX  Airport  Culver  City  

San  Francisco  

G E O G R A P H I C

# Sessions Lat Lng City State Location context

98 30.640311 -96.251226 Westchester NY White Plains Residence

18 32.732846 -97.372314 New York NY White Plains Middle School

4 30.616667 -96.32373 Westchester NY Walmart Location

18 30.649334 -96.341561 Harrison, NY NY Equinox

16 30.649334 -96.341561 White Plains, NY NY Starbucks

Location: New York

Demo: W25 – 54

Audiences Walmart Shopper, Suburban Mom, White Plains Resident, Healthy Lifestyle, Coffee Drinker

(32.231628,  -­‐97.504504)  (30.616667,  -­‐96.323731)  (30.640311,  -­‐96.251226)  (32.732846,  -­‐97.372314)  (32.156955,  -­‐95.408059)  (32.156955,  -­‐95.408059)  (30.559973,  -­‐96.261421)  (30.559973,  

-­‐96.261421)  (30.616667,  -­‐96.323731)  (30.559973,  -­‐96.261421)  (32.231628,  -­‐97.504504)  (32.732846,  -­‐97.372314)  (30.559973,  -­‐96.261421)  (30.656624,  -­‐96.343592)  (30.640311,  -­‐96.251226)  

Raw  Input  Data  

•  Processing Geographic Data For Context (Last 30 Days) •  Build Custom Segments by analyzing where users have been over

time. Ex: Walmart Shoppers

Example: Suburban Mom Segment Building Audiences With Location Data

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Audience profiles are used to target ads to the right users, using each user's actual location history

Profile Parameters

•  This segment reaches users that are likely to be interested in purchasing or leasing a new or pre-owned vehicle.  

•  In-Market Auto Buyer users have a recent location history of visiting car dealerships

•  After three months without activity at auto dealerships, users are removed from the In-Market Auto Buyer segment.

•  Machine learning algorithms continually process location patterns of in-market auto buyers and improve the segment accuracy.

•  The In-Market Auto Buyer is particularly useful for auto manufacturers seeking to maintain a steady line of communication with buyers shopping for a car. In-Market Auto

Buyer

Example: In-Market Auto Buyer

Location-Based Mobile Ad Campaigns Require High Quality Data

StrikeAd Ensures Products Are Built On Clean Lat/Longs

Case Study: Global Sports Apparel Brand

•  Raise awareness, drive traffic and engagement on the clients’ website •  Target key audience of High School students

Major Sports Apparel Advertiser StrikeAd delivers impressions and clicks while successfully engaging their clients’ geo-specific audience

Client’s objectives:

Objectives achieved: •  StrikeAd’s granular targeting capabilities ensured the ad was delivered to the right audience (High School

Students) by Geo-Fencing 22,000 US High Schools with aid of Factual as Geo-Data Partner •  The data collected was then meticulously analysed to derive the client’s target audience, these learnings were

used to make key optimisations to increase CTR •  Post campaign Device IDs were delivered to the client for use in future campaigns

Results of the campaign:

StrikeAd drove a consistent increase in

performance week over week

On May 27th StrikeAd moved to optimized buying and turned on the

retargeting line, which drove up CTR by 250% in one week

Over the course of the three week campaign CTR peaked at 0.69%

 

StrikeAd outperformed industry standard CTR Benchmarks

0.50%  0,60%  

0,69%  

Location  +  Data  Driven  CTRs  for  Mobile  Display*  

Industry   xAd   StrikeAd  

*Source:  xAd  Mobile  LocaWon  Insights  Q3  2013  

Why Choose StrikeAd? The Market Leaders Globally in Programmatic Mobile

About StrikeAd The first DSP specialising in Mobile Devices Originated from the UK in 2010 and now headquartered in NY, StrikeAd operates the worlds first mobile demand side platform - a single point where agencies and advertisers can plan, execute and evaluate all their mobile advertising. The largest buyer of mobile programmatic impressions StrikeAd Fusion is a propietary technology platform with integrations to provide the most RTB enabled mobile inventory granting clients access to over 60.5B monthly impressions, 200M US Users and 600M Worldwide. 1st and 3rd Party Data, Audience Targeting StrikeAd has partnered with the industry leading data solution providers to compliment its 1st party data set in order to provide advertisers with unique ways to effectively reach their target audience at scale and resulting in greater ROI. Real Time Optimization for Brand Solutions Whether its Rich Media and/or Video, StrikeAd helps drive brand performance beyond the click by optimizing towards video completions, rich media engagements and landing page conversions.

StrikeAd works with top tier brands Our brand partners trust us to deliver results and exceed goals

finance automotive consumer/retail

travel & dining telecom/cable CPG

agency partners

trading desks

Advertising Solutions

LocaGon  Use  locaWon  to  reach  the  right  audience,  with  the  right  message,  at  the  right  Wme  

Audience  TargeGng  Leverage  StrikeAd’s  1st  and  3rd  Party  Data  to  reach  specific  behavioral  audience  segments  most  relevant  to  your  campaign      

Performance  Whether  your  goal  is  to  drive  App  Download,  App  Re-­‐Engagement,    m-­‐Commerce,    Lead  GeneraWon,  Click  to  Call,  StrikeAd’s  plaaorm  has  a  targeted    suite  of  performance  soluWons  to  meet  your  objecWves          

Rich  Media  Drive  brand  awareness  with  high  impact  Rich  Media  Units  opWmized  towards  the  engagement  metric        

In-­‐Stream  &  Pre-­‐Roll  Video  Extend  your  video  reach  and  drive  high  quality  views  of  your  :15  or  :30  sec  video  units  across  your  smartphone  and  tablet  devices        

Site/App  RetargeGng  Re-­‐engage  with  consumers  who  have  expressed  iniWal  interest  with  your  product  or  offer      

Source: StrikeAd (2013)

Huge reach now exceeding 60Bn bid requests per month

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smaato

nexage

mopub

mojiva

mobclix

mediba

madvertise

google

admeld

adiquity

Engage vs Solo The key differences between our two main offerings

StrikeAd Solo

StrikeAd Solo is a self serve platform, sold on a fee basis and offering full transparency as well as local support and training from the StrikeAd team

StrikeAd Engage is a fully managed solution sold on a per IO basis, with brand-safe whitelists available, local sales support and client services

StrikeAd Engage

•  StrikeAd Engage: a fully managed service with 24/7 access to StrikeAd’s team of experts

•  Simple and straightforward: no need for any understanding of mobile advertising or programmatic buying

•  Sophisticated mobile targeting: (by device,

carrier, network type, app/site, etc…)

•  Risk free: Because it’s fully managed you can be confident on the cost of your campaigns

•  Scalable: huge mobile reach of over 60 billion monthly bid requests

•  StrikeAd Fusion: a single console through which agencies can plan, execute and evaluate hundreds of mobile campaigns

•  Sophisticated optimisation, tracking, insight and analytics: offering unparalleled levels of efficiency

•  Transparent inventory: providing confidence on

brand safety

•  Transparent pricing: full transparency on cost of media and all other costs

Self- serve

Fully managed

StrikeAd Offices: New York 261 5th Ave. – Suite 1600 New York, NY 10016 Chicago 316 N. Michigan Ave. Suite 250 Chicago, IL 60601 Los Angeles 1999 Avenue of the Stars, 34th FL. Los Angeles, CA 90067

London Centre Point 18th Fl. 101 New Oxford St. London WC1A 1DB Singapore 47 Club St. #04-01 Singapore 069424

MaxAxion Offices: Cape Town 10 Avenue, De L’Hermite Fresnaye, 8005 Johannesburg Unit 2, 266 West Avenue, Randburg Sandton, 2195 Zambia Unit 4, Corporate Park Alick Nkhata Rd, Lusaka, Zambia