Anne Bezancon - Placecast

Context Platforms
Connecting digital and physical locations
MetaPlaces - September 22, 2009
Anne Bezançon, Founder & President

© 1020 Inc., Proprietary and Confidential, 2009

Agenda

Introduction
Who is Placecast?
The Consumer Perspective
The Marketer Perspective
How Placecast does it


This is not about positioning

http://www.mobilitysite.com/wp-content/uploads/2008/02/a-gps.jpg


This is not about “Local-Local”


So what IS a “Context Platform”?

• Context is what enables:
– Relevance for the end-user/consumer
• in Place
• In Time
• According to Their Preferences
– Performance for the Marketer/Advertiser/Content
Publisher
• Reach & Scale
• Operational cost
• Metrics (CPM, CPC, CPA, registrations, downloads,…)

• A Context Platform must translate and match
both sets of needs


Vision & Mission

“Placecast enables multi-location
businesses to use digital marketing to
drive customers to physical locations.”


About 1020 Placecast
History Technology Business Units

Founded 4 years ago in San Proprietary place-based ADVERTISING
Francisco to develop a technology can digest any Placecast is the only location-based
platform with location at its expression of location and advertising solution to find specific
core formulate a normalized output audiences and deliver dynamic
– Examples of location data messaging across web & mobile
Fast-growing company include Lat/Long, Zip Code, > Nokia Interactive
dedicated to providing Neighborhood, City, etc.
location-based advertising, MARKETING
marketing and software Normalized data output can be ShopAlerts is the only scalable
services solutions utilized for content serving location-based marketing solution
purpose as well as location-based available to Brands, opt-in based.
300 Publishers, reaching 120 advertising/marketing > Alcatel-Lucent
Million unique users/month
LICENSING (SaaS)
> NAVTEQ


Our clients: Top Brands & Agencies
Advertisers

Agencies


Placecast is leading the charge


High Interest Among Younger Consumers
“How interested are you in receiving opt-in alerts on your cell
phone for favorite establishments?”

Top 2 Box Scores Base: cell-phone owners with
favorite establishments
N = 1,687

Source: Harris Poll Online July 20-22, 2009


Consumer receptivity and demand is growing

70%
Local Alerts
60%

Special Offers
50%
Currently use this location based
service (n=982)
40%

30%

20% Would use this location based
service if I knew about it or knew
how to access it (n=1,662)
10%

0%

Source: Compete Inc. research, 2009


Alert Shopper Research : Real People
6-part research study
Conducted in conjunction with
Harris Interactive
In-person and third-party
research
Focus: consumer shopping
habits and interest around the
use of mobile devices and alerts
when shopping
Installments available on the
Placecast blog:
http://blog.placecast.net


LBA vs. LBM
Mobile Advertising: delivering text or Mobile Marketing: delivering requested
images attached to desired content on mobile promotional messages over SMS/MMS
web pages or in applications where user views channels directly to potential customers
ads in exchange for free/subsidized content. who have opted in to receive them.
Used by marketers to acquire new customers. Primarily used by marketers as retention
tool.

No opt-in Opt-in
The GAP has your
Viewed w/
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requested Call 415-501-9757.
content
content We’ll grab your size in
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content content Creek.

Mobile SMS delivery;
Web/App may include
Delivery mobile web

Advertising growing from Marketing growing from
$600M in 2009 to $5B in 2013 $6.4B in 2009 to $14.2B in 2012


So what do advertising agencies do?

…organization acting as an agent for
a producer of goods or services (an
advertiser) devoted to developing
and placing advertising in order to
further the acceptance of a brand
product, service, or idea.
– Nielsen Media

What do advertisers look for?

Reach & Frequency
how many users can I reach and how often?

Target Audience
what are the age, gender, location, income, ethnicity,
education of this audience?

Audience Attitudes
shifting audience attitudes; awareness, favorability,
purchase intent


How do agencies speak about targeting?
Targeting Variable What is it?
Ads are targeted to related content being viewed by
Contextual consumers; content usually matches the advertiser's
business.
Ads are targeted to content that has a high composition
of a specific market segment (regardless if there's a
Demographic contextual fit). Demographics include professions,
industry, company size, gender, age, and household
income.
Ads are targeted to specific geographical areas based on a
Geographic user's Zip Code, or the local content he's viewing
Ads are targeted to consumers based on the information
Registration they provided during registration.
Ads are targeted to consumers based on previous activity
Behavioral (past content, purchase, or search history).


What does a campaign look like?
LAUNCH

Project Strategy Media Traffic Optimization Final
Negotiations/
Initiation Planning Media Purchase Results
• Scope • Approach • Initial site/ • Test creative • Pair-down • Reports
provider list providers
• Objectives • Target • Send creative • Analysis &
market • RFP and ad tags • Refine creative insights
• Measures Creative and messaging
• Budget • Vehicle(s) Production • Special needs • Next steps
• Focus ad units

2-3 wks 2-3 wks 2-4 wks 4-6 wks 2 - 3 wks Varies Varies

6 – 20 weeks just to launch
2 – 6 months of actual campaign run time
Ongoing manual optimization of the campaign to
maximize performance


Yes, it’s complicated!

LBA Case Study: Avis-Budget
Web + Mobile
Challenge
• Reach consumers 25-54 in need of a long-term rental
vehicle (Avis Vehicle Replacement Program)
Localized Web • Generate awareness for off-airport locations
• Deliver leads and branding objectives

Solution
• Cross-channel campaign: web and mobile targeting local
listings and weather sites
• Dynamic messaging: map the nearest off-airport rental
location into the ad unit
• Click-to-book (web) or click-to-call (mobile)

Results
Localized Mobile
• Increased relevancy for campaign through a single ad unit
“Adding local relevance to a national
campaign delivered much better results • 50% lift in CTRs (dynamic vs. static messaging)
without creating extra work for us.” • 124% increase in click-to-call rate on mobile
[Raashee Gupta, LM&O Advertising]


LBM: ShopAlerts geo-triggered SMS

• Consumer opts in to receive messages from their
favorite retail brand
• Custom Geo-fences are set around locations/POIs
• Location-specific messages are sent to the user
• Consumer control: opt-in/out, preferences,
frequency of messages


What about privacy?
• Location can be the best advertising option for privacy
– Neighborhood level (Cell-ID/EOTD level) positioning is good enough and
avoids privacy issues
– WAP portals can take advantage with user-entered ZIP or even airport
code
– Billing ZIP code still somewhat useful
• CTIA standards on LBS are good for business but
narrow in scope
– Only apply to situations where an LBS user is identified or his or her
location information is linked to other personally identifiable information
• Beware of behavioral targeting
– Legal precedent set on the web with NebuAd, AdZilla
• Adhere to all MMA Guidelines (opt-in, etc.)


Questions?

Anne Bezançon

1020 Placecast
anne@placecast.net

Thank you!


Anne Bezancon - Placecast

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