This document summarizes a presentation about how location data can be used for mobile advertising. It discusses how location targeting has grown significantly in mobile campaigns. It then describes the company providing the presentation, including their targeting capabilities and partnerships. The rest of the presentation discusses how location data is collected, targeting methods using GPS and other data sources, case studies demonstrating the impact of location targeting, and key takeaways about improving location data accuracy and using location together with other targeting techniques and creative messaging.

1. How much does location matter in mobile advertising?
Naveed Ahmad | CEO

2. AGENDA
1. ………………………………………………...Who are we?
2. ………………………………………………Geo Overview
3. ……………………………………Target Methodology
4. …………………………………………….Privacy Matters
5. …………………………………………………Case Studies
6. ………………………………………………….Beyond Geo
7. ……………………………………………...Key
Takeaways

3. Founded: 2010
Head office: Toronto, Canada
Satellite Offices: Vancouver, Dubai, London
Proprietary
state of the art
technology platform
Consistently
Outperform
Industry performance
benchmarks
Specialization
within the In-App
Advertising
Access to
global
in-app
inventory
Worked with
250+ of the
Fortune 500
Brands
OUR DIFFERENTIATIONS:
Targeting: Enhanced In App targeting methodologies.
 App Retargeting
 Geo targeting & Geo Retargeting
 Gender and Age targeting
 Audience Behavior profiling.
Business Intelligence: Transforming `Mobile Data’ into relevant data based on KPIs
 Comprehensive Real Time Reporting Dashboard
 Measuring user engagement beyond CTR metrics
 Leveraging Data visualization tools to provide campaign insights
Creative: Transitioning Brands to a 'Mobile First' creative execution
 Develop cutting edge Mobile Rich Media execution to ensure client engagement
 Deliver all mobile ad creative formats ( Video, Rich Media, Native Ads,etc)
 Provide creative analytics and advisory for mobile first execution
Certified partners with

4. DOES LOCATION MATTER?
In 2013, approximately 13% of requested campaigns included some sort of geo based targeting.
In 2014, 1 out 4 campaigns requested some sort of geo based targeting.
Source: Addictive Mobility EngageFront/Metamarket
179 Million
Location Enabled
Daily Bid Requests
High Density Low Density
Monthly Bid Requests
Approx. 3/4 Million
Location Enabled Daily
Unique Users

5. SOURCES OF LOCATION DATA
ONLINE
• Mobile Device
• Publisher
• Carrier
• Beacon
• SSPs
• DMPs
OFFLINE
• Point of Interest
• Postal Code

6. TOP APP CATEGORIES THAT PROVIDE GPS LOCATION DATA
Source: Metamarket & Twitter Mopub
158M daily bids
110M daily bids
89.8M daily bids
18.6M daily bids
8.01M daily bids
ENTERTAINMENT
& MUSIC
SOCIAL
LIFESTYLE &
FITNESS
GAMING
NEWS &
INFORMATION

7. PRECISION VS. SCALE
Precision
Scale
Beacon
IP Address
Cell Tower
Triangulation
GPS
According to one of the
largest mobile SSP
45%
of all global in-app GPS
data is accurate.

8. METHODS OF COLLECTING MOBILE USER LOCATION DATA
Beacon
Pros:
• The system can provide location-discovery capabilities indoors and in dense
urban areas.
Cons:
• Customers are reluctant to opt-in (Security & Privacy)
• Difficult to scale
• Device bluetooth connection must be turned on.
Cell Tower Triangulation
Pros:
• A general location of a phone can be roughly determined to an accuracy of
200-1000 meters.
Cons:
• Distance is estimated based on signal strength and the round-trip time of the
signal.
• Not a very accurate measurement, especially in rural areas where there can be
lots of reflections and interference.
IP Address
Pros:
• IP addresses requires nothing but an Internet connection: no cell signal, no
GPS.
Cons:
• Only accurate to the metro or zip code level.
GPS
Pros:
• All modern smartphones have GPS capability. The signal is geo-precise,
timely, and does not require sign-in like Wi-Fi; it is passively active if the
consumer has opted in to allow access to this information.
Cons:
• Has limitations when used indoors due to interference with building
structures.
• SSP SDK has to be able to get location data from the publisher.

9. RESPONSIBLE USE OF MOBILE LOCATION TARGETING
Mobile Device
3 Levels of Opt-in
Process gates
App Store In-App
TRUSTe Certified Protect consumer privacy and clearly inform users about the collection
and use of information when using your services.
.
Opt-out
Mechanism
A process by which a Subscriber may exercise his or her right to Opt-out
from receiving any future mobile advertisements.

10. CASE STUDY
CTR was 190%
above average
industry benchmark
4,673 users clicked
Find Store
Geo-fenced dealers
store within 7.5km
proximity
Auto Dealership
Campaign Length: 38 Days

11. CASE STUDY
Targeted all of
Quebec and CTR
was 1.55%
Re-targeted
Movie Goers and saw
an upward lift in
performance by 39%
Objective was to Drive
Awareness and Box
Office Revenue
Theatrical
Movie
Theatres
Campaign Length: 12 Days

12. CASE STUDY
Clothing Retailer
Geo-fenced CommutersTargeted all of
GTA
CTR: 1.08% CTR: 6.85%
Campaign Length: 28 Days

13. Combining geo data with other methods of targeting on mobile

14. Addictive Mobility uses the term True Target: Take all aspects of a user’s
mobile experience and target based on the 4 major values of that
experience.
OPTIMAL TARGET
LOCATION
DEMOGRAPHIC
DAYPART ENGAGEMENT
Location:
Hyper-location leverages the users geographical behaviour to decipher
points of interest.
Engagement:
Engagement is based on the users choice of apps and ad engagement
within the past 24 hours.
Time:
Time of day, day of week is measured against engagement and location to
understand when and where is the best time to serve ads to each individual user.
Demographic:
Age and gender targeting using 1st party data and predictive modeling.
Audience Profiling (Gender, Age, HHI)
TRUE TARGETING

15. USING GPS LOCATION DATA TO LIFT MOBILE ADVERTISING
PERFORMANCE
• Creative execution plays a
vital role in the success of
location based campaigns.

16. CASE STUDY
Objective: Drive foot traffic to the branch.
Campaign Length: 16 Days
Markets: Canada National
Target: Affluent Audience
Strategy: Dynamic Store Locator
464
Intent to Visit

17. DATA VISUALIZATION
Objective: Drive foot traffic to the grand
opening of Winners store.
Campaign Length: 28 Days
Markets: London, ON
Target: Shoppers
Strategy: Geo-fenced the Winners Store
Heat Map
CLICKSIMPRESSIONS

18. CASE STUDY
Objective: Drive traffic to Mr. Lube
locations by providing a $10 coupon.
Campaign Length: 31 Days
Markets: Canada National, English Only
Target: Vehicle Owners
Strategy: Geo-fenced all Mr. Lube stores
240
Intent to Visit

19. KEY TAKEAWAYS
Publishers/ SSPs will need to continue to improve the accuracy of the geo data provided to their DSP and DMP partners.
Geo-Targeting, although very relevant, should not be the only approach to building in-app audience profiles.
Finding the target audience is one thing, creative delivery of the message is equally as important.
Programmatic buying of impressions based on geo-targeting techniques will be the next frontier.

20. THANK YOU