“MOBILE WITHOUT LOCATION IS JUST DIGITAL ADVERTISING”Jon FriedmanClient/Agency Development

CONSUMER ATTENTION HAS GONE MOBILECONSUMERATTENTION ONLINE IS MOBILE

Time Spent in Mobile Digital Media,90% in Apps in US

MOBILE IS DOMINANT

Average Daily Mobile Time Spent, 2016

4.7HRS 62%

MARKETER FOCUS FOLLOWS CONSUMERS

Digital Ad Spend will be Mobile by 2018

66%

LOCATION CONTEXT MATTERS

Marketers Invested in Location in 2016

2/3Source: Flurry Source: ComScore Source: Flurry Source: Salesforce

LOCATION IS CORE TO DELIVERING THE RIGHT MOBILE EXPERIENCE

RECENT LOCATIONS (iphone)• Go to “Settings”• Then to “Privacy”• Scroll to “Location Services”• Down to “System Services”• Select “Frequent Locations”

LOCATION DATA: KEY INGREDIENT IN BUILDING AUDIENCE SEGMENTS

3rd PartyLeverage 20+ data partnerships

to extend and refine targeting approach

CRMIntegrate proprietary data• Customer• Card holder• High Spender• Loyalty level• Men’s shoes• Women’s apparel• Beauty• Home

ScaleScale with accuracy and

precision. Scoring modeled on true location

via trusted publishers

IngestCapture 3B location data

points per month via Verve SDKs and direct publisher

relationships

AssociateAssociate devices IDs with home and work locations. Critical to delivering ads relevant to daily routines

and movements

GREAT CREATIVE MATTERS

CONTEXTUAL RELEVANCE

USER ENGAGEMENT

INNOVATIVE FORMATS

IDENTIFY, MEASURE, AND OPTIMIZE

DELIVERY

• Store conversion• Visit frequency

• Clicks• Secondary actions• Time spent• Conversion metrics

• Devices exposed• Frequency• Reach among target

devices

• Incremental visits• Incremental visit

frequency• Incremental

conversions

How did the campaign deliver against desired consumer targets?

How did consumers engage with the content?

How well did the campaign hit ‘in-market’ consumers?

How well did the campaign drive performance against planned KPIs?

ENGAGEMENT RELEVANCE PERFORMANCE

Location Intelligence

Imaginative Creative

Measured Results

Powered by our Platform

MOVEMENT SCIENCE: A FOUNDATION FOR SUCCESS

KEY TAKEAWAYS1. Mobile is a MASS REACH platform

“Always on” allows for targeting at scale with reduced waste

2. AUDIENCE vs. GeofencingLargest volume of impressions and peak CTR occur between 6-11PM

3. PRECISION – Where the data comes from is important. Both the place-based (POI) AND the device ID

4. Think about the EXPERIENCE, not the ad unit!Mobile is intimate and banner blindness is real

5. KNOW what you are trying to accomplishOptimize tactics, audiences, measurement based on your KPIs

Thank you!

FORRESTER

Top 3 mobile advertising objectives for the next 12 months

Increasing long-term customer engagement

Building brand awareness

Increasing customer loyalty

Improving advertising measurement

Delivering highly relevant offers

Increasing brand sentiment

Acquiring new customers

Retaining customers

Maximizing customer relationships

Improving ROI on marketing campaigns

Increasing conversion rates

4%

7%

5%

5%

9%

4%

10%

13%

16%

13%

15%

7%

6%

10%

9%

8%

10%

9%

11%

8%

10%

12%

10%

9%

7%

8%

6%

10%

12%

8%

8%

9%

13%

1 2 3

Base: 303 marketing and advertising decision-makers responsible for media strategy at companies in North America and the UKSource: A commissioned study conducted by Forrester Consulting on behalf of Verve, March 2017