1. "Geofences Everywhere – How Can Marketers Benefit?“ Michael Leis, VP, Management Director, Digital, DraftFCB Alistair Goodman CEO, Placecast

2. 42% of consumers 18 – 34 interested in mobile alerts from favorite retailers Source: Placecast The Alert Shopper II, Harris Poll, July 2010

3. The location-based mobile landscape Platform Provide mobile marketing technology to brands and carriers Offer white-label services for SMS, mobile web and other mobile marketing to agencies, brands and operators SMS/MMS mobile web with location targeting/triggering Local Discovery Apps Mobile applications that provide content specific to a user- expressed (search) or detected location Location-relevant mobile banner, text units, alerts, promotions and sponsorships Check-in/Social Apps Part friend finders, social city guide, game and discounts Users check in to location through “around me” search or venues can be added with address Venue-specific promotions and experiences; loyalty

4. What is a geofence? Geō-fence noun : a virtual field around any location set to deliver a personalized marketing message to a consumer when they are inside. How it’s created: Upload location addresses Proprietary translator creates a “Place Profile” Program the desired geo-fence around a location Flexibility: Geo-fences can be created around any location Add, remove & optimize geo-fences Geo-fencing Strategy: Based on program objectives, trade areas, and customer demographic/psychographic profiles Obvious relationship between offers and locations

5. Geofence User Experience Geo-fence is triggered Customer is out shopping in a retail area, office area during lunch time, sporting event, concert, or any other location POI Triggers the geo- fence set by brand Dynamic message delivered She/he receives an SMS alert on mobile Message presents a personalized offer Dynamic message- promotional, branding, sponsorship or a reminder Option to leverage digital assets & WAP Consumer Opts-In Customer opts-in through Web site Social Network SMS or email program Web or mobile banner Inside store locations: window signage, POS cards, receipts, etc.

6. Used for both acquisition and retention ACQUISITION RETENTION White label program for brands Brand owns their audience and data Can integrate to CRM or loyalty programs Program participants Portal with multiple brands Program owns the audience

7. How are brands using location-based alerts?

8. Getting to scale in mobile & location 82% Use Cell Phones 71% Use SMS 35% Have Apps 24% Use Apps 4% Use LBS* Reach is a challenge… (% US Population = 310 million) Particularly with Location Based Apps… CompanyDownloads (Global) Active Users (80/20 Rule) Foursquare5,0000001,000,000 Loopt4,000,000800,000 Booyah3,100,000620,000 Waze2,300,000440,000 SCVNGR700,000140,000 Gowalla600,000120,000 Source: Pew September ‘10, *Forrester June 2010 includes check in services like Foursquare Source: Mobile Marketing First Quarter Trend Report AdAge February 2010

9. ShopAlerts by AT&T > Combines reach of subscriber network with quality of AT&T > Hosted solution – Software as a service > AT&T secures offers from retailers > One-stop shop provides seamless experience for consumers and advertisers > Enhanced ROI and optimization across a larger number of consumers

10. Why it Works for DraftFCB Shopper Marketing: Behaviorally Relevant Technology > Fits neatly with our 6.5 Seconds That Matter > The maximum amount of time any person will give a brand to capture their attention > Must be simple and relevant enough to make a difference and work for the audience > Must help the audience make decisions before the shelf > Placecast reduces friction typical in mobile brand experience now > Combines all the essential elements of valuable communication > Right time > Right place > Right message

11. Why it Works for DraftFCB Clients: Effectiveness > Placecast service with AT&T foundation > Fundamentally broader reach at the carrier level > Makes brands the second-party instead of the third-party > Targeted Scale > The national scale brands need while only delivering (and paying for) the messages that make sense to the audience. > Works like a typical ad buy > Easy to understand it within an existing budget structure > First-mover advantages > Priority within competitive markets > Literally, physically competitive spaces > Intelligence on consumer behavior

12. Emerging insights from early programs > Must create an obvious relationship between offers and locations > Incentives are absolutely needed for brands to recruit them into the programs > Consumers are very positive about the use of their location information, provided there is an exchange of value > Texts have most immediate impact on low-consideration products with many retail outlets - more chances to purchase, triggers impulse buying. > But texts also help to build loyalty and increase awareness of new product intros for higher- consideration products, and serve as reminders > Successful recruitment can happen via dedicated email blasts, in-store signage and promotions, direct SMS and social networking > Geo-fencing and messaging strategies depend on a number of factors, from the purchase consideration cycle for the product to the number of outlets, time of day and traffic patterns

13. Thank you Michael Leis, VP, Management Director, Digital, DraftFCB @mleis Alistair Goodman CEO, Placecast