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Mobile GeoRetargeting & The Competitive Landscape March All-Hands Call.

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Presentation on theme: "Mobile GeoRetargeting & The Competitive Landscape March All-Hands Call."— Presentation transcript:

1 Mobile GeoRetargeting & The Competitive Landscape March All-Hands Call

2 Publishers need to act more like agencies to get out of the commoditization trap. “ “ -Digiday TRANSFORMATION 2

3 Agenda 3 Top Markets & Wins Top Win Spotlight Competitive Landscape Success Story | Home Builder Mobile GeoRetargeting Q&A Housekeeping

4 25 21 Fresno Bee Leader-Post 19 Madison.com San Diego Union-Tribune Leaderboard Orlando Sentinel Naples Daily News Chicago Tribune Los Angeles Times Kansas City Star Edmonton Journal The Virginian Pilot Myrtle Beach Sun News Corpus Christi Caller-Times The Star Phoenix Vancouver Sun Sun Sentinel Ventura County Star Hartford Courant Toledo Blade Allentown Morning Call Columbus Dispatch St. Louis Post Dispatch Las Vegas Review-Journal Knoxville News Sentinel OnMilwaukee

5 Top New Wins | January $72,000 Estimated Retail $60,000 Estimated Retail $54,000 Estimated Retail $44,000 Estimated Retail $40,500 Estimated Retail Scripps Media Columbus Dispatch Philly.com Macon Telegraph The Missoulian

6 Promote Summer Travel Reach 8 feeder markets in the US and Canada Utilize Mobile Channel Targeting to the Travel Channel In the US markets, layer on Premium News Network to extend in-market reach to travel planners This campaign represents renewed business for this advertiser Prior to this campaign the advertiser has represented over $76,000 in incremental digital spend over the last year! Campaign length for this run is two months Travel & Tourism $40,500 CLIENT OBJECTIVES: IMPRESSION ALLOCATION: BACKGROUND: Big Win Spotlight 6 Premium News Network Mobile 17% 83%

7 Agenda 7 Top Markets & Wins Top Win Spotlight Competitive Landscape Success Story | Home Builder Mobile GeoRetargeting Q&A Housekeeping

8 KNOW YOUR COMPETITORS 8

9 YOUR #1 DIFFERENTIATOR 9

10 10 THE CENTRO ADVANTAGE

11 Brand Safety 11 White-list capabilities enable the ability to target only handpicked sites Black-list specific sites to exclude specific sites from your campaign Contextual technology scans page to makes sure your advertising runs in appropriate content Robust controls give more power to the advertiser Target content consistent with your brand message and positioning EXTENSIVE SAFETY CONTROLS

12 Products That Differentiate 12 Your Audience Premium News Network Hyper-Local Mobile Mobile GeoRetargeting

13 13 SURVIVING THE COMPETITIVE LANDSCAPE Know Your Competition Your Audience is Your #1 Differentiator You Deliver More Possible Inventory Sources than anyone in the marketplace Differentiated Products YourSite.com Premium News Network Hyper-Local Mobile Mobile Geo-Retargeting

14 Agenda 14 Top Markets & Wins Top Win Spotlight Competitive Landscape Success Story | Home Builder Mobile GeoRetargeting Q&A Housekeeping

15 Wilma Poole, Digital Account Manager ABD DEVELOPMENT

16 ABD Development Home Builder CLIENT BACKGROUND ORLANDO SENTINEL SUCCESS STORY CAMPAIGN DETAILS This customer previously advertised with Orlando Sentinel and had been out of the picture for about 5 years! As part of an internal Orlando Sentinel initiative we made a list of past clients and targeted them one by one. We discovered they were still in business but had no marketing plan and very little staffing for support. As you can imagine we had to overcome just about every objection – no budget, no marketing strategy, little staffing and they viewed us as just a newspaper. Additional solutions sold include OS.com, Direct Mail, Blast, SEO & SEM Previous marketing efforts included print in the Orlando Sentinel along with Radio and Magazine Total Spend $21,400/month Centro Spend $8,500/month Campaign Length Annual Geography Targeted Orlando, Polk County & Canada BUDGET ALLOCATION Premium News 11% Advanced Targeting 8% Hyper-Local Mobile 73% Contextual Targeting 8%

17 ORLANDO SENTINEL SUCCESS STORY WHY DID THEY BUY? Comprehensive multi-platform strategy with frequent optimization Out of the box Mobile Strategy ADDITIONAL COMMENTARY This client could clearly see the advantage of letting our media company show them ways to target homebuyers – both in the local market and in other countries This money would have gone to other marketing efforts or mediums in time. The fact that we can bring them OS.com, an extension in reach with Centro’s offerings and Mobile Geo-fencing (even in Canada!) was key in landing this account We had only two meetings to close this one! ABD Development Home Builder

18 Agenda 18 Top Markets & Wins Top Win Spotlight Competitive Landscape Success Story | Home Builder Mobile GeoRetargeting Q&A Housekeeping

19 Mobile GeoRetargeting

20 Desktop Retargeting 20

21 Mobile Retargeting? 21

22 22

23 User profile is developed based on location history Profile is based on relevant location segments (ie. Shopping, Automotive, Entertainment, etc.) No personally identifiable information (PII) is collected Advertisers can retarget users who have visited specific segments Introducing Mobile GeoRetargeting! 23 Visited 3 auto dealerships in 60 days Auto Intender Deliver BMW ad to user

24 24 GeoRetargeting Segments Automotive Economy Luxury Repairs/Parts Education K-12 College Entertainment Amusement Parks Bars & Clubs Movie Theatres Museums Food Coffee Shops Full Service QSR Medical Hospitals, Doctors Veterinarian Retail Big Box Convenience Department Electronics Grocery Store Home & Garden Home Merchandise Office Supplies Pharmacy Shopping Malls Sporting Goods Services Banks Fitness & Spa Gas Stations Other Sports & Rec Travel

25 25 GeoRetarget Based on Specific Brands Finance - Bank of America Auto – Chevy, Ford, Toyota, Honda, Lexus Retail – Macy’s, TJ Maxx, Marshalls Grocery – Kroger, Safeway, Supervalue Big Box – Walmart, Target, Costco, Best Buy, Sears, Kmart, Sam’s Club Pharmacy – CVS, Walgreens Home Improvement – Home Depot, Lowes Restaurants – Applebee’s, Olive Garden, TGIF, Chili’s Hotel – Marriott, Best Western, Hyatt

26 Agenda 26 Top Markets & Wins Top Win Spotlight Competitive Landscape Success Story | Home Builder Mobile GeoRetargeting Q&A Housekeeping

27 2727 Basics Session March 20 11am CST Advanced Session- Competition & Differentiation March 20 11:30am CST “digitalninja”When: Wednesday, April 9 th Where: Be on the lookout for a calendar invite! When: Monday, March 10 2:30pm CST Where: https://www4.gotome eting.com/register/ TRAINING THURSDAYLIBRARY PASSWORD AD OPS CALL Q1 LEADERSHIP CALL HOUSEKEEPING

28 Contest Dates: We will be accepting entries until May 31 st Prizes: All valid submissions will receive a $10 Starbucks Gift Card Success Stories featured on an All-Hands Call will receive a $50 Amazon Gift Card All valid submissions will be entered into the Grand Prize Drawing for an iPad Mini! SUCCESS STORY CONTEST!

29 DIGITAL SALES ACADEMY


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