What’s Wrong With Geofences? UberMedia Has An Answer

What’s Wrong With Geofences? UberMedia Has An Answer

July 13, 2016 – GeoMarketing Geofences tend to be too general, too ‘one-size fits all,’ says UberMedia’s Michael Hayes.

Geofences are fine for alerting customers near a store to an opening, offer, or a sale, but when it comes to providing brands with actionable analytics and precise targeting at specific consumer intents, the process can be limited.

Mobile behavioral insights platform UberMedia believes it has built a better version of the traditional geofence technology with Optimal GeoSpace, a patent-pending mobile location technology that “dynamically renders a customized virtual fence around individual retail shopping areas.”

The Right Time And Place

The promise is that retail marketers who use Optimal GeoSpace will be able to “fully capitalize on the actual footprint of a customer to their location (or a competitor’s location).”

In addition to focusing on specific places, Optimal GeoSpace also takes mindset marketing into account by analyzing areas at different times of the day, says Michael Hayes, UberMedia’s CRO and CMO.

In Hayes’ view, typical geofences tend to present a general “one size fits all” quality to marketers. A circle drawn about a businesses area that go beyond a business’s actual physical boundaries “often misrepresent or overextend the parameters of specific shopping areas, sometimes by as much as several miles,” UberMedia notes.

That blanket approach to an indeterminate area raises the likelihood that an advertiser is serving ads to consumers who may not even be that close to a brand’s destination.

With Optimal GeoSpace, UberMedia says it can create a “flexible fence tailored to each unique location based on specific shopping patterns using UberMedia’s analysis of billions of high-quality location data points over a period of time as set by the advertiser.”

The technology works by analyzing mobile data points with a real-time algorithm. From there, Optimal GeoSpace accounts for real-world behavior and location patterns that have accrued over time or within a period of interest, such as Black Friday or holiday shopping. Lastly, it can also identify a retailer’s most optimal trade area so they can aim ad delivery and targeting more accurately and effectively.

Plus, the level of insight around a specific business can provide greater context that allows for clearer comparisons among the same store brand across multiple locations, or conversely, between competing establishments in a given part of town.

“Imagine you’re a brand manager for a national retail chain having to manually customize 2,000 locations with traditional geo-fencing technology,” Hayes says. “To be the most effective, each location needs its own settings since every market presents different consumer challenges, which is why Optimal GeoSpace technology, combined with our expansive mobile data, takes the headache out of this process.

“Our technology can identify specific optimal shopping parameters and can update and dynamically set a flexible fence at scale to create an accurate picture of the customer’s actual journey to a specific location, freeing up the time to focus on other campaign elements,” Hayes added.

 

The Real Estate Realization

Optimal GeoSpace grew out of the UberMedia Retail division, which analyzes the potential business value of specific real estate locations for businesses and also tells existing establishments how to make the most of their local and location-based advertising.

The product follows last year’s introduction of UberMedia’s Location Visit Optimization tool, a targeting program designed to improve mobile ad relevancy and performance by analyzing consumers’ in-store visits.

“The realization for Optimal GeoSpace came when we were working with the Uber Retail side,” Hayes says. “We were seeking to define what retailers call trade areas based on mobile behavior. Then, we thought, ‘Wouldn’t it be great to serve ads to use it as a targeting scheme?’ In other words, it makes sense to serve ads based on a brand’s optimal shopping or trade area. A traditional geofence won’t do it. But creating a distinct area around activity, mindset, dayparting, and intelligence does.”

 

This article was originally published by David Kaplan for GeoMarketing

Don’t call it a “geofence.” UberMedia introduces the “Optimal GeoSpace”

Don’t call it a “geofence.” UberMedia introduces the “Optimal GeoSpace”

July 13, 2016 –Marketing Land Company’s dynamic targeting is based on actual foot traffic patterns throughout the day and is specific to each store location.

UberMedia has launched what it calls the “Optimal GeoSpace,” a dynamic targeting zone that changes by location, time of day and retail category. The company says it developed the approach to fight against the blunt, “one size fits all” approach of conventional geofences.

Several years ago, xAd introduced what it called SmartFencing, which is conceptually similar.

UberMedia’s Optimal GeoSpace was developed from a internal product used to help retailers make real estate site decisions. The collected data reflect consumer shopping foot-traffic patterns and retail “trade areas,” according to Michael Hayes, UberMedia’s CMO. The methodology was then translated into an advertising and offline attribution product. “We look at shopping patterns throughout the day to determine the optimal shopping area for each location,” he explained.

UberMedia says it’s analyzing “billions of high-quality location data points over a period of time” to define these Optimal GeoSpaces, which are then algorithmically adjusted based on actual consumer behavior. The analysis also factors in “where visitors likely live and/or work, and path-to-purchase data evaluates where store visitors were in the hours prior to arriving at a location.”

Screen-Shot-2016-07-13-at-9.36.12-AM-800x354

As indicated in the images above, the geospaces may change for the same location throughout the day or may be very different for the same retailer at different locations depending on consumer foot traffic.

I spoke with UberMedia’s Hayes at length about the efficacy of real-time location targeting vs. using location history and real-world behavior to define audiences for subsequent ad targeting. The example I discussed with him, among others, is one originally presented by David Staas of NinthDecimal: “Is the best time to target a golfer on the golf course?” The answer there is probably not.

While campaign-specific, Hayes agreed that much of the time marketers are not going to want to reach most mobile consumers in real time. The now-cliche Starbucks coupon example is unlikely to prompt me to change my behavior in the moment (I’m busy), though it might get me to come back later. However, well-timed campaigns and promotions that generate awareness — for example, xAd’s free Slurpee day ads or a pre-lunch promotion for Chipotle — can change what might be called “near-time” behavior. An in-venue promotion at a concert or sporting event, for example, might also prompt near real-time action.

Despite the varied scenarios, marketers tend to think about location and geofencing in terms of direct response in almost every case. Yet geofencing may actually be a more powerful branding and awareness tool. Regardless, a much more nuanced approach is required to make the most of the increasingly sophisticated location analytics and targeting capabilities that companies such as UberMedia are rolling out.

This article was originally published by Greg Sterling for Marketing Land

UberMedia Launches ‘Optimal GeoSpace’ Technology to Help Retailers Better Understand and Target Customers

UberMedia Launches ‘Optimal GeoSpace’ Technology to Help Retailers Better Understand and Target Customers

July 13, 2016 – PRWeb  In time for holiday media planning, new targeting and measurement product analyzes mobile location data to identify the consumer journey and optimal retail shopping areas.

UberMedia, a trusted mobile authority that transforms behavioral data into actionable consumer insights, today launched Optimal GeoSpace, a patent-pending mobile location technology that dynamically renders a customized virtual fence around individual retail shopping areas, enabling retail marketers to fully capitalize on the actual footprint of a customer to their location (or a competitor’s location).

Traditional geo-fences poorly serve most advertising targeting solutions because they are a “one size fits all” approach. They often misrepresent or overextend the parameters of specific shopping areas, sometimes by as much as several miles, increasing the chances that an advertiser is serving ads to consumers not specific to their location. Whereas Optimal GeoSpace can create a flexible fence tailored to each unique location based on specific shopping patterns using UberMedia’s analysis of billions of high-quality location data points over a period of time as set by the advertiser.

By analyzing mobile data points with a real-time algorithm, Optimal GeoSpace accounts for real-world behavior and location cues over time or within a period of interest, such as Black Friday or holiday shopping, identifying a retailer’s most optimal trade area so they can calibrate media plans and more accurately and effectively target active consumers.

“Imagine you’re a brand manager for a national retail chain having to manually customize 2,000 locations with the limitations of traditional geo-fencing technology,” said Michael Hayes, Chief Revenue and Marketing Officer of UberMedia. “To be the most effective, each location needs its own settings since every market presents different consumer challenges, which is why Optimal GeoSpace technology, combined with our expansive mobile data, takes the headache out of this process. Our technology can identify specific optimal shopping parameters and can update and dynamically set a flexible fence at scale to create an accurate picture of the customer’s actual journey to a specific location, freeing up the time to focus on other campaign elements.”

Optimal GeoSpace’s evening/daytime location analysis can also provide anonymous information about where visitors likely live and/or work, and path-to-purchase data evaluates where store visitors were in the hours prior to arriving at a location. This insight reveals the most traveled corridors via interstates, residential routes, or public transportation.

“While standard geo-fencing can misidentify audiences, Optimal GeoSpace gives retail marketers a much more accurate targeting tool for identifying the true footprint of their consumers,” said Hayes. “Performance for many retail advertisers might be thought of nationally, and yet it’s a street fight at the local level. Whether advertisers need more foot traffic, more market share, or increased sales, we are providing a better, more precise way of targeting to reach their goals.”

Optimal GeoSpace was developed out of our UberMedia Retail division, which uses this technology as a new way for retailers, real estate brokers, and real estate developers to identify competitive trade areas, analyze potential new sites, and view the actual footprint of a customer to their desired location so they can more accurately and effectively allocate investment dollars.

About UberMedia:

One of the most trusted mobile authorities, UberMedia transforms mobile behavioral data to power actionable business intelligence, advertising, and measurement. UberMedia’s diverse suite of products process billions of social, demographic, and location signals daily for Fortune 500 companies across retail, automotive, and entertainment to better understand and influence modern consumers with the most accurate business decision science. Recognized as a pioneer in targeted mobile advertising, UberMedia was listed as Fast Company’s “50 Most Innovative Companies” and The Wall Street Journal’s Top “50 Startups.” UberMedia is headquartered in Pasadena, CA as a network company of Idealab, a world-renowned operator of leading technology businesses. For more information, visit http://www.ubermedia.com

Shoppers Lean On Mobile, As Marketers Refine Location Targeting

Shoppers Lean On Mobile, As Marketers Refine Location Targeting

July 13, 2016 – MediaPost As retailers prep for back-to-school shopping with mobile, what consumers are looking for from an in-store shopping experience may not be exactly what they get.

Even though just past the start of summer, back-to-school shopping already has begun, according to the recent Rubicon Project, conducted by Penn Schoen Berland, comprising 1,500 interviews of parents.

The majority (60%) of parents will be doing some shopping on a mobile device, with even more (73%) parents of freshmen.

And for shopping by app compared to websites, the majority (68%) of parents are loaded with a retailer’s app, with Amazon topping the list of apps. Here’s what retailer apps are on parents’ phones:

  • 47% — Amazon
  • 33% — Walmart
  • 26% — Target
  • 19% — Ebay
  • 15% — Kohls
  • 12% — Macy’s
  • 11% JCPenney

Once those back-to-school shoppers get to the store, they face yet another set of technological issues along with mobile. And that matters, since a majority (67%) in the U.S. use their phone at least sometime while in a store, according to a recent study by RichRelevance.

And that’s where targeting comes in.

While in a store, mobile messages with personalized product information triggered by location in the store is considered cool by fewer than half (40%) of consumers.

After a shopper leaves a store, consumers who receive a digital coupon for a product viewed but not purchased is considered best by 79% of shoppers, according to the RichRelevance survey of more than 1,000 U.S. consumers.

This is yet another indicator that the right messages, based on location and with context, can be viewed positively by consumers.

Location-based mobile messaging is hardly new.

The issue is that it hasn’t always been that accurate, at least in terms of getting the right message or ad to the right person at the right time every time.

The catch is that every shopping area can be a bit different, in terms of where the shoppers come from, what they did previously and various other behaviors.

And as those shoppers get closer to a particular store, an irrelevant ad may pop up on their phone, also for a number of reasons.

“Every location has its own shopping area,” Michael Hayes, UberMedia’s CMO, told me yesterday.

The company just launched a new mobile location platform approach that creates customized and real-time changing geo-fences around individual shopping areas.

The ad platform company is leveraging past location data to create essentially dynamic digital fences that are different for each establishment based on the shopper behavior at that location.

“Shopping areas are unique by location,” Hayes said. “We can assume that if you’re visiting a few car dealers within a few days, you’re probably a car shopper. Our technology understands by location the optimal trade area for that location.”

The digital tag area then automatically adjusts for time of day and location-specific behavior, which is different for each location.

Those areas are based on several years of location, behavioral data, Hayes said, meaning that if shoppers come from three miles away, ads will not be served four miles away.

And mobile ads are being viewed.

For back-to-school shopping, almost half (47%) of freshman parents have clicked on a mobile ad in the past week, according to the Rubicon Project study.

The right messaging at the right time and location make up the fuel to drive mobile commerce forward.

This article was originally published by Chuck Martin for MediaPost

UberMedia Releases Cross-Media Measurement Product That Tracks Ad Campaigns to Real-World Location Visits

UberMedia Releases Cross-Media Measurement Product That Tracks Ad Campaigns to Real-World Location Visits

May 20, 2016 – PRWeb – UberMedia, a cross-screen mobile insights, advertising, and measurement platform, today launched a mobile attribution measurement product that enables marketers to accurately assess how well their cross-channel media investments are driving real-world foot traffic.

Cross-Media Location Visit Measurement (xLVR) is the first measurement product to link cross-channel digital advertising to large-scale mobile behavioral data and real-world locations with pinpoint accuracy. For the first time, marketers will gain valuable insights into which media partners are driving incremental retail foot traffic, cross-shopping analysis, insight into the shopper path-to-purchase, as well as transparency into their location return on investment and market share gains and losses.

While existing media metrics recognize passive media indicators such as ad delivery, visibility, awareness, and ad recall, UberMedia’s xLVR uses mobile behavioral data to accurately measure which digital media channels (desktop display ads, video, mobile, social, search, etc.) and specific publishers are providing marketers with the most incremental lift to their retail locations, with actionable insights into consumer shopping habits.

“While mobile marketing continues a path toward explosive growth, investing against specific real-world business objectives remains a driving challenge for many marketers,” said Michael Hayes, CRO and CMO of UberMedia. “xLVR is truly a game changer. Instead of measuring media outcomes like ad impressions, clicks, or rating points, savvy marketers can now measure cross-channel business outcomes and optimize their digital media mix to retail foot traffic.”

While marketers will always rely on generic indicators to understand a baseline of delivery and success, many still struggle to figure out the ROI of their media spend. They understand brand awareness and brand affinity but often have no visibility into what actions are driving actual sales. UberMedia’s geo-location data paired with multiple-device-identification and campaign analysis is finally making that insight available, with foot traffic as the direct correlation to ROI.

“Mobile location data is the connective tissue to understanding the link between advertising and real-world business outcomes,” said Hayes. “Location visits will be the next big KPI, and xLVR allows marketers to track across their entire media spend as the true indicator of their location return on investment.”

In order to map cross-channel ad delivery to location visits, UberMedia has pioneered several patent-pending technology and data methodologies. The fully integrated platform uses sophisticated data science and multi-level machine learning to analyze billions of location and behavioral data points per day with three-feet of pinpoint accuracy to understand consumer intention.

UberMedia’s location attribution measurement reporting technology, the supporting infrastructure for xLVR, is currently being used by some of today’s top advertisers in the retail, automotive, travel, and various other nationwide brands looking to optimize campaigns toward physical location visits.

For more information, please visit: www.UberMedia.com

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About UberMedia:

UberMedia is a cross-screen mobile advertising platform that leverages social data, interest signals, location history, and intent cues to identify the heart of consumer decision-making. UberMedia was ranked #16 in The Wall Street Journal’s Top 50 Start-ups and was listed as one of Fast Company’s “50 Most Innovative Companies.” UberMedia has delivered dynamic advertising solutions for many Fortune 500 companies including the top retail, automotive, entertainment, consumer packaged goods, and telecom advertisers. UberMedia is a network company of Idealab, a creator and operator of technology businesses. Visit www.ubermedia.com for more information.

UberMedia Connects Cross-Channel Ad Impressions To Actual Store Visits

UberMedia Connects Cross-Channel Ad Impressions To Actual Store Visits

May 19, 2016 – TechCrunch – Mobile ad company UberMedia is expanding its measurement and attribution business in a big way.

You may remember UberMedia as the company that owns social apps like Echofon and UberSocial. While that’s still the case, it has shifted its attention over the past few years to its mobile ad platform, which uses the apps as a source of data — and which can tell advertisers whether someone who saw their ad actually made it into their store.

“We could tell advertisers, out of a campaign they ran, how many people who go to your location are incremental lift — it was not just sheer volume of visits,” said Chief Marketing Officer and Chief Revenue Officer Michael Hayes. “Then once we showed that we could do that well, we thought, ‘Wouldn’t it be great if we could do that across an advertiser’s media plan?’”

In other words, with its new Cross-Media Location Visit Measurement product, UberMedia is taking its location-based attribution approach and using it to assess the effectiveness of a company’s ads even if they’re not running through UberMedia — whether they’re desktop display ads, video ads, mobile, social or search.

Hayes suggested that this represents a big step up from ad measurement based on things like impressions and clicks, which aren’t directly connected to actual business outcomes. The “holy grail,” he admitted, would be connecting ad impressions to sales data, but “it’s hard for advertisers to get sales data in the hands of agencies on a consistent, weekly basis.”

So if you can’t get sales data, being able to say that your ads drove a certain number of people to a car dealership, or a hotel, or wherever, is pretty good.

“This is not a panel, this is empirical data,” Hayes added, noting that UberMedia has access to billions of behavioral and location data points every day. “And it’s incredibly precise — precision and accuracy are important.”

The goal here is less to offer new measurement tools to existing UberMedia advertisers and more to build an additional business for the company with a new set of customers. Hayes suggested advertisers could also use this data to spot trends and plan future campaigns.

“Measuring our advertising investments to hotel visits is a compelling strategy to better understand how our media is impacting bookings,” said Elvin Kawasaki, vice president and director of digital investment at ad agency Initiative, in an emailed statement. “Cross Media Location Measurement is a major breakthrough for not only the travel category but for other retailers that want to measure foot traffic and make smarter advertising investments.”

This article was originally published by Anthony Ha for TechCrunch

UberMedia Retail to Unveil New Tech at ICSC Las Vegas

UberMedia Retail to Unveil New Tech at ICSC Las Vegas

May 17, 2016 – PRWeb – Leading mobile advertising and measurement platform analyzes mobile device GPS and behavioral data to optimize retail site selection.

UberMedia Retail, the leading mobile data solution for location decisions, developed by UberMedia, a cross-screen mobile ad tech platform, will be showcasing its trade area analysis technology at RECon.

The UberMedia Retail booth will be in the North Hall, Number N1641.

UberMedia Retail is dramatically changing the way retailers are considering their trade areas by analyzing sophisticated mobile data to create an accurate picture of the customer’s actual path to a specific location. Using valid data from consumer smartphones, UberMedia Retail is able to pinpoint the best locations for retailers to consider for maximum foot traffic.

Retailers, real estate developers, and investors can use UberMedia Retail mobile location data to create trade areas, analyze potential new sites, and view the customer behavior patterns of competitors.

Team members will be on hand at RECon in the North Hall, Number N1641, to discuss Insights solutions, including:

  • UberMedia Insights PULSE: Real-world measurement with mobile data
  • PULSE is a GIS-ready data set that lets you analyze real-world spatial trends based on mobile phone usage.
  • UberMedia Insights API: Full access to Uber Insights Composite Data Sets

Insights data is organized into four structured data sets designed to provide meaningful analysis at scale, while also allowing for granularity.

  • UberMedia RealSite Trade Areas: Precise trade areas for malls & shopping centers
  • Strategic alliance with the Directory of Major Malls and B.I. Spatial to deliver a more accurate understanding of retail trade areas for malls and shopping centers.
  • UberMedia Insights PREMISE: Precise boundary files for retail chains
  • Insights data is classified using a large, highly accurate collection of shape files that are hand drawn and verified using satellite imagery, street view, and owner verification.

Will you be attending RECon this year? If you would like to set up a one-on-one meeting with us to discuss how our revolutionary dataset allows you to analyze real-world spatial trends based on mobile phone usage, please contact Doug Shaddle, (619) 405-3684 or dshaddle(at)ubermedia(dot)com.

For more information, please visit: http://www.UberMedia.com

About UberMedia:

UberMedia is a cross-screen mobile advertising platform that leverages social data, interest signals, location history, and intent cues to identify the heart of consumer decision-making. UberMedia was ranked #16 in The Wall Street Journal’s Top 50 Start-ups and was listed as one of Fast Company’s “50 Most Innovative Companies.” UberMedia has delivered dynamic advertising solutions for many Fortune 500 companies including the top retail, automotive, entertainment, consumer packaged goods, and telecom advertisers. UberMedia is a network company of Idealab, a creator and operator of technology businesses. Visit http://www.ubermedia.com for more information.

UberMedia Integrates with NationBuilder to Help Political Campaigns More Precisely Target Modern Voters

UberMedia Integrates with NationBuilder to Help Political Campaigns More Precisely Target Modern Voters

May 3, 2016 – PRWeb – UberMedia and NationBuilder Integration Provide Political Parties with Direct Marketing Access to the Mobile Devices of Qualified Voters and Constituents

UberMedia, a mobile insights, advertising, and measurement platform, has integrated with NationBuilder, the world’s first software platform for political leaders, to help campaign customers target, reach, and influence voters directly on their mobile phones and devices.

By mapping UberMedia’s substantial location data to corresponding mobile devices and existing voter registrations, political campaigns, organizations, and leaders can access a totally qualified advertising channel. The integration provides a hyper-targeted, unmatched approach and allows campaigns to maximize their reach while exponentially improving their campaign’s efficiency. UberMedia has invested in encompassing all 435 Congressional Districts within proprietary polygons and has identified key battleground districts that will require aggressive marketing as the election season progresses.

“Political campaigns have wasted millions in inefficient advertising that simply hopes to capture would-be constituents,” said Gladys Kong, CEO of UberMedia. “Our integration with NationBuilder provides clients with validated audiences that are most likely to respond to targeted, mobile advertising.”

With the UberMedia integration, NationBuilder campaigns can now directly reach voters with ads that speak specifically to their interests and recorded preferences. If a NationBuilder customer is developing a political campaign for a Republican running for Congress, that customer now has access to an even greater universe of political capital, including an ability to target potential voters on the device they use more frequently than any other.

Since the last political cycle, and even more so since the 2012 Presidential election, consumer habits have shifted significantly toward mobile engagement. Consumers now spend an average of three hours daily with their phones and 80%+ of that time is committed to in-app interactions. UberMedia’s integration with NationBuilder targets exactly those mobile-friendly consumers with new innovations unavailable to previous electoral campaigns, providing customers with unparalleled reach and direct access to the constituents they hope to engage.

For more information, visit: http://uberads.com/nationbuilder

About UberMedia:

UberMedia is a mobile insights, advertising, and measurement platform that helps brands motivate consumers toward purchase. UberMedia’s diverse catalog of products processes billions of social, demographic, and location signals daily to understand and influence modern consumers. Targeted mobile advertising campaigns reach beyond generic visibility to solve real-world business objectives, including customer conquests, improved in-store visits and heightened sales. UberMedia delivers dynamic advertising solutions for Fortune 500 companies across retail, automotive, entertainment, and consumer markets. Recognized as a pioneer in targeted mobile advertising, UberMedia was listed as Fast Company’s “50 Most Innovative Companies” and Wall Street Journal’s Top “50 Start-ups.” UberMedia is headquartered in Pasadena, CA as a network company of Idealab, a world-renowned operator of leading technology businesses. For more information, visit http://www.ubermedia.com.

About NationBuilder:

NationBuilder is the world’s first software platform for leaders. Instead of managing your database, website, communications, and fundraising separately, NationBuilder gives you one smart system to grow your community and lead people to action.

Here’s Why You Should Use Geo-Targeting and Interest Data to Improve Mobile Ad Performance

Here’s Why You Should Use Geo-Targeting and Interest Data to Improve Mobile Ad Performance

March 25, 2016 – Adweek SocialTimes – Mobile continues to create new opportunities and challenges for marketers. Mobile devices have become invaluable tools for Millennials and Gen Z in particular, providing marketers with rich data about location and interests. This data can be used to improve in-store customer experiences and deliver more personalized advertising.

However, the one of the biggest challenges with mobile is tracking ad performance. And it’s not really a unique problem, according to UberMedia CMO Michael Hayes, adding that even the digital ad model doesn’t really work on mobile either. He is optimistic that the market will work out the kinks and says it’s time for advertisers to look at the mobile advertising in a new way.

Since the top 25 advertisers usually sell products in the physical world, most of which are measuring performance based on media outcomes such as clicks and impressions. Hayes notes that location is important for companies that want to get buyers in stores, and mobile has the ability to provide this data:

One of the things unique things to a mobile ad buy is that you can link location data to real-world location visits. And that is a much more compelling performance outcome — it’s a business outcome rather than a media outcome.

While location data can be a powerful tool, Hayes admits it’s not enough to build a highly targeted custom audience profile. In addition to providing information about where consumers have been, mobile devices can generate data about which apps they’re using, along with other social signals. The interest data combined with location data is what helps advertisers pull together very specific target audiences.

Unfortunately many advertisers are still using the old television style targeting that simply aren’t specific enough. Rather than viewing audiences through the lens of a television buying demo of adults 25-to-54—which pretty much includes everyone—Hayes says he works with agencies to create more targeted customer personas using mobile:

Guess what vehicle is with you all the time basically tracking all those little digital breadcrumbs? Your mobile device.

He added that the data from mobile devices can be used to “fortify the planning process” to understand things like who the most frequent shoppers are at a particular retail location or who buys tacos in the middle of the night. This information can also be used to optimize campaigns in real time.

Hayes offered these tips for advertisers who want to use geo-targeting and interest data to improve mobile ad performance:

  1. Conquest your competitors. Retargeting consumers who have visited yours and your competitors’ locations works well to drive repeat visits and harvest foot traffic to physical stores.
  2. Use location aware creative. Leverage location cues to serve dynamic, hyper-relevant creative, and give consumers a sense of nearest retail location.
  3. Measure incremental foot traffic. Measure visits plus incremental lift from publishers you’re buying from. Just because a network has a lot of reach doesn’t mean it’s the best buy in media plan.

Readers: What other tips would you offer?

This article was originally published by Kimberlee Morrison for Adweek SocialTimes 

Top 3 Trends To Watch In Ad:Tech

Top 3 Trends To Watch In Ad:Tech

February 22, 2016 – BizReport – Mobile marketing and the adtech that supports it is an ever-evolving landscape of innovation and fierce competition. One expert offers three major trends that are leading the charge for 2016.

Data Science is the New Creative! 

“Marketers are ever shifting towards data-driven approaches, pushing adtech vendors to embrace quality, scalable data and powerful data science; namely, interpreting and activating the data in meaningful ways. 81% of marketers indicate that data will become more important to their marketing and advertising efforts in order to become more customer-centric and maximize effectiveness/efficiency of marketing investments,” said Michael Hayes, CMO, UberMedia.

L-ROI is the next BIG KPI

“This is the year that marketers will fully embrace real-world location visit measurement as a critical KPI (key performance indicator). Further, understanding your Location Return on Investment (or L-ROI) will be the metric that will take hold in walls of agencies and in the heads of marketers. 56% of agencies rated the use of mobile location data as one of the most important digital marketing tactics in a media plan and eMarketer predicts 38% of US mobile ad dollars will be spent on location targeting this year,” said Hayes.

Mobile is First when Captivating Consumers Cross Screen 

“Reaching consumers across screens in the moments that matter will take center stage as marketers look to find solutions to media fragmentation. With nearly 74% of US adults using smartphones and checking them an average of 150 times a day, plus consumers using their smartphones simultaneously with tablets, desktops, and watching television, marketers will embrace Omni-channel ad tech solutions that are “mobile first.” Mobile will be the connective tissue that ties together cross-channel measurement to understanding a customer’s true path-to-purchase,” said Hayes.

This article was originally published by Kristina Knight for BizReport