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42% of LBS are OFF by 2.2 miles. We have focused our resources and development efforts on making sure that we get location right. After all, if the location is not right, then all our targeting is for not. Some of the things we do include: 1. Location scoring of specific locations. If we see thousands of impressions coming from a single spot ("Centroids"), and that spot is the center point of a city, zip or DMA, it’s almost certain that the app developer isn't using true lat/long so we won’t serve ads against those locations. 2. Score specific apps so we know which apps provide the best data. 3. First Party Data: We leverage the first-party data from our Media Partner (TeleNav) to ensure that the points of interest addresses and geo-locations are all correct. This is important because it allows us to correctly target users who are inside an auto dealership for example because we know the lat/long we’re receiving is indeed of an auto dealership. This first-party data has been built and refined over the last 14 years of our engineering efforts.
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Mike MaioranoRegional Sales Director
Winstar Mobile PlatformGeo‐Cookie and Mobile Street Level Targeting
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WHY WINSTAR MOBILE?Location. Location. Location.
Location Experts•The only mobile platform built explicitly for location‐based marketing
•The only advertising platform with 14+ years in mobile location services
•Technology used by Ford, Sprint and AT&T for their GPS applications
Unique Audiences Powered by Location•Singular focus on unique audiences that can’t be delivered with other networks
•Granular and transparent targeting•Smart Geofencing, GeoBehavioral and GeoCookie Re‐Targeting
User Experiences Based on LocationFull in‐house support for all banner and landing page creative driven by location context
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SCALE TO DELIVER UNIQUE AUDIENCESBrand safe location powered inventory
8 Billion+ Location enabled engagement opportunities
1 Billion+ Contextually indexed location tiles in North America
70 Million+ Monthly users on over 8,000+ brand safe location powered apps
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LOCATION ACCURACY IS CRITICALWhat you want, isn’t always what you get
True user lat/long location
Zip code impression distribution with heavy registration and “Centroid” traffic
Zip code impression distribution with true lat/long targeting and filtering technology
Concentration of app assigned locations (Centroids)
42% of lat/long inventory is off by 3,500+ meters (2.2 miles)
MULTIPLE LOCATION VALIDATION FEATURESProviding real location granularity
Location scoring To disqualify high density “centroids”
App scoring To prioritize apps with high percentage of clean traffic
Publisher audits To remove apps without location permissions
Test Placements Test ads to verify and cross‐reference location accuracy
Only 32% of lat/long inventory is accurate within 100m
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targeting and audience
Smart GeoFencing
GeoBehavioral GeoCookie
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SMART GEOFENCINGDynamic fencing sizes based on local markets
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Locations Traits: Real‐time proximity to advertiser or competitor locationsCampaign Goals: Reach in‐market consumers, Conquest competitors, Optimize by locality
Smaller City: Data shows consumers will drive a further distance, thus targeting within miles of a location for optimal performance
Larger City: Data shows consumers will walk to their destination, thus targeting within blocks of location for optimal performance
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SMART GEOFENCING BASED ON LOCATION INSIGHTSMobile knowledge you can use
GEOBEHAVIORAL TARGETINGReal time targeting based on location context
DemographyTargeting based on
ethnicity, HHI and other factors
CategoryBusiness travelers, airports, business districts, hotels
Life Events & ActivitiesColleges, high schools,
sporting events
Targeting NotesAll audiences can be optimized using day parting, dynamic creative and contextual cues such as weather and day of week
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Locations Traits: Real‐time targeting based on location contextCampaign Goals: Target on consumer traits: demo, HHI, ethnicity, age, life stage
GEOCOOKIE – GEO RETARGETINGMobile re‐targeting powered by location
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• User profile is developed based on location history
• Profile is based on relevant location segments (e.g., shopping, automotive, entertainment, etc.)
• No personally identifiable information (PII) is collected
• Advertisers can retarget users who have visited specific segments
• Visited 3 auto dealerships in 60 days
• Auto Intender• Deliver Honda ad to user
October 121:38PM
October 52:30PM
October 2011:37AM
Locations Traits: Targeting based on location history profile of consumerCampaign Goals: Retarget in‐market consumers, Conquest competitors
30 DIFFERENT GEOCOOKIE SEGMENTSAutoEconomy – Honda, Ford, GMC Luxury – BMW, Lexus, AudiRepairs/Parts – Jiffy Lube, AutoZone
EducationK‐12 – ABC Montesorri, Lincoln High SchoolCollege – UCLA, Babson College
EntertainmentAmusement Parks – Sea World, DisneylandBars & Clubs – Hooter’s, 111 MinnaMovie Theatres – AMC, Century 21Museums – MOMA, De Young
FoodCoffee Shops – Starbucks, CaribouFull Service – TGIF, Olive GardenQuick Serve – McDonald’s, Taco Bell
MedicalHospitals, Doctors – Kaiser, Dr. SmithVeterinarian – VCA Hospital
RetailBig Box – Target, WalmartConvenience – 7‐11, Circle KDepartment – Macy’s, Nordstrom’sElectronics – Best Buy, Fry’sGrocery Store – Safeway, VonsHome & Garden – Home Depot, Lowe’sHome Merchandise – BedBath, World MarketOffice Supplies – OfficeMax, UPS StorePharmacy – Walgreens, CVSShopping Malls – Westgate, Valley FaireSporting Goods – Big 5, Footlocker
ServicesBanks – Chase, Wells FargoFitness & Spa – Massage Envy, Gold’s GymGas Stations – BP, Chevron
OtherSports & Rec – Golf, Wrigley Field, AFM BowlingTravel – Marriott, Hyatt, Hertz, LAX, JFK
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GEOCOOKIE ACROSS 30 SPECIFIC BRANDSVertical Specific Brand
Finance Bank of America
Auto Chevy, Ford, Toyota, Honda, Lexus
Retail Macys, TJ Maxx, Marshalls
Grocery Kroger, Safeway, Supervalue
Big Box Walmart, Target, Costco, Best Buy, Sears, Kmart, Sam’s Club
Pharmacy CVS, Walgreens
Home Home Depot, Lowes
Restaurants Applebee’s, Olive Garden, TGIF, Chili’s
Hotel Marriott, Best Western, Hyatt
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Overview of the key location competitors HOW WE’RE DIFFERENT
LANDING PAGE SUPPORTMobile optimized creative based on location
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Rich Media
Click-to-Navigate
Click-to-Call
Click-to-email
VideoCreative NotesWe support nearly all creative implementations and can work with you to build custom solutions.
IN‐AD CLICK TO MAP FUNCTIONALITYIdeal engagement for brick & mortar advertisers
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POWER OF GEOBEHAVIORAL TARGETING BY VERTICAL
Vertical Objective Location Strategy
QSR Promote late night hours Set 2 mile geo‐fence around all colleges
CPG Drive awareness at shopping cart
Set 1 mile geo‐fence around all grocery chains
Entertainment Reach music/film lovers Set 1 mile geo‐fence around all concerts, film festivals, music festivals to promote new film
Auto Conquest Geofence competitive dealerships to drive customers to own dealership
Travel Better weather elsewhere Do special creative on raining days to promote sunny resorts
Restaurants Drive pizza delivery Promote new pizza delivery to encourage ‘staying at home’ when it’s raining outside
Retail Promote kids clothing Geofence 1 mile around playgrounds to reach mothers with young kids
Telecom Better network Convey sense of stronger network by letting users know they are 400 feet from tower
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SAMPLE LIST OF LOCATION ENABLED APPSCategory Sample Apps
Utilities & Productivity
Travel
Business & Education
Family & Parenting
Lifestyle & Shopping
Category Sample Apps
Social Networking
Arts & Entertainment
Games
Sports
Healthcare & Fitness
Accuweather Scout Text Free Weather Bug Bebo Echofon for Twitter Meet Me UberSocial
Beat the Traffic Where Billboard Pandora Flixster MovieTickets.com
Angry Birds Bubble Birds Draw Something Hanging with FriendsAssociated Press Business Insider Huffington Post
Baby Bump ESPN MLB.com
Shopping List Brides Martha Stewart Mixology Men’s Fitness Shape WebMD
theScore
CalorieCounter
smallnest
AroundMe GasBuddy
Golf PadModernMom Baby Names
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NPR News
THANK YOUon behalf of
Winstar Interactive Media!
Mike Maiorano
Regional Sales Director
248-465-8000
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