UberMedia Announced as Finalist for 2016 MMA Smarties Awards for Location-Based Services

UberMedia Announced as Finalist for 2016 MMA Smarties Awards for Location-Based Services

September 22, 2016 – Press Release – UberMedia, a trusted mobile authority that transforms behavioral data into actionable consumer insights, today announced that it has been named a finalist for the MMA Smarties Awards, the world’s only global marketing awards program honoring innovation, creativity, and success.

UberMedia is among four other finalists in the Location-Based category, named for its innovative work using mobile location history, app usage signals, and interest cues to drive consumer foot traffic to specific retail locations.

Finalists and winners will be honored at the annual Global Smarties Celebration of Talent on September 26 in New York City during Advertising Week.

 

Why The GRP Must Die: And Why It Won’t

Why The GRP Must Die: And Why It Won’t

August 23, 2016 – MediaPost – Is it really still true, in the age of digital, that if you blast enough eyeballs with an ad for a fast-food burger, you’ll sell more beef?

The answer to that question is a qualified yes, but the size of the asterisk grows bigger by the day. On the one hand, Gross Ratings Points formulas have been the bedrock of advertising for decades. They play a big role in the media mix models advertisers see as crucial for understanding omnichannel performance.

Conversely, the GRP model is breaking, thanks to the Internet and mobile and trends like cord cutting and media fragmentation. Once, advertisers could comfortably rely on the GRP—spend enough to max out reach and frequency and inevitably the needle will move.

Today, however, that spend doesn’t deliver the same bang for the buck. Although we collectively acknowledge this shift, all advertisers can really do is lament that things aren’t what they used to be.

To continue reading, please visit MediaPost

How Mobile Location Data Is Ushering in the Next Era of Brick-and-Mortar Business

How Mobile Location Data Is Ushering in the Next Era of Brick-and-Mortar Business

July 21, 2016 – PCMag – Start-ups like Glympse and UberMedia are using location sharing, mobile behavior data, and new geofencing technologies to change the way physical businesses engage customers.

The e-commerce boom is a byproduct of the internet age. The Amazons and Alibabas of the world let consumers browse, shop, and buy anything their heart desires in minutes, with a few clicks of a mouse or taps on a screen. Online sales during shopping events like Black Friday and Cyber Monday rise every year—along with the percentage of e-commerce sales making up every retailer’s profit margin.

What’s not talked about nearly as often is how that same ease of use and access to technology—mobile tech in particular—is changing the way businesses attract, engage, and drive customers to the point-of-sale (POS). We’ve seen the ubiquitous power of smartphones at work during the Pokémon Go craze, driving droves of trainers to Pokéstops, gyms, and any local business that drops a Lure; mobile innovations in brick-and-mortar businesses are everywhere and have been for a while.

To continue reading, please visit PCMag

UberMedia Launches New Tool To Enhance Geo-Targeting

UberMedia Launches New Tool To Enhance Geo-Targeting

July 15, 2016 – MediaPost – The cross-screen mobile advertising firm UberMedia  on Wednesday announced a new location data targeting and measurement tool, Optimal GeoSpace.

UberMedia uses behavioral data on mobile to inform actionable business intelligence, measurement and advertising.

Developed for retailers and real estate brokers/developers, the new tool, which is still awaiting its patent certification, aims to enhance the customization of geofencing used in geo-targeted campaigns.

To continue reading, please visit MediaPost

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.”

To continue reading, please visit David Kaplan’s article 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.

To continue reading, please visit Greg Sterling’s article 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.

 

To continue reading, please visit Chuck Martin’s article for MediaPost

Setting Up the Geo-Fence with Mobile Location Data

Setting Up the Geo-Fence with Mobile Location Data

July 12, 2016 – Website Magazine – If Pokemon Go has taught us anything, it is that there is even more potential in geolocation than most of us every thought possible.There are, of course, technology companies that have been working on location-based targeting for some time.

UberMedia, for example, has launched Optimal GeoSpace, a mobile location technology that renders a customized virtual fence around pre-set retail shopping areas. By analyzing mobile data points with its real-time algorithm, the solution accounts for real-world behavior and location cues (collected over time) or within a period of interest (e.g., Black Friday), identifying a seller’s most optimal trade area (or that of their competitors’) so that they can calibrate media plans effectively.

The solution seems far superior to traditional geo-fences, which tend to take a one size fits all approach which can misrepresent or overextended the parameters of shopping areas (which just wastes marketing/advertising budgets).

To continue reading, please visit Website Magazine

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.