Sponsor Breakfast Presentation PlaceIQ
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Sponsor Breakfast Presentation PlaceIQ
- 2. “Where you are; Where you’ve been… Defines who you are; What you do.” Mobility: Disrupting how marketers define audience
- 3. Location PlaceIQ’s data platform covers the entirety of the USA, from urban settings to rural towns.
- 4. Platform PlaceIQ organizes the US by overlaying a grid of 100 meter by 100 meter tiles. This allows for quick audience definition, cross-data comparison, and quick advertising response times.
- 5. Analysis PlaceIQ aims to understand the people, businesses, activities, and behaviors that exist in every tile, for different day parts. We ingest more than 40 data sources, append them to tiles and times, and analyze them for quality.
- 6. Audience PlaceIQ’s proprietary taxonomy allows us to rapidly define audiences based on a device’s current location and past locations. College Student • Is or Has been at college • Between 18-24 • Multiunit housing near campus
- 7. Activation PlaceIQ delivers advertising based on current and past device locations, for smarter targeting.
- 8. Measurement PlaceIQ connects mobile impressions and devices to understand whether devices who viewed ads were more likely to visit retail destinations.
- 9. Intelligence Aggregate device movements help brands and marketers understand where audiences go. With PlaceIQ’s data we can paint a rich picture of consumer journeys.
- 10. Value Proposition Location Adds Unique Definition to Targeting Content Targeting home work shop play eat Audiences defined by the world around them. Audiences defined by what they are reading PlaceIQ Targeting
- 11. Defining Dual Audiences Where you are PIQ Segments Where you’ve been PIQ Segments Plus
- 12. Audience Segment College Student College Student Venues: Gym, Tracks, Hiking, Golf, Fitness Club, Yoga Studio, Sporting Equipment Stores Available Impressions: 78,920,000/Mo. College Student (Plus) Have been in gym or participatory sport venue Available Impressions: 132,850,000/Mo. College Student (Plus) Seen in a gym or participatory sport venue 10X+ in the last month Available Impressions: 43,000,000/Mo.
- 13. Audience Segments Packaged & Optimized Demographics Auto Owners Dining Retail Auto In-Market Recreation Professions Lifestyle
- 14. Precision Targeting Increased targeting through Polygons: Physical locations are mapped to polygons with high accuracy. Key locations – parks, retailers, airports, auto dealerships, grocery and drug stores, luxury resorts and more – are further defined and mapped to individual tiles.
- 15. Place Visit Rate™ (PVR™) 3:12pm 1:55pm 2:54pm 3:38pm 4:17pm Measures specific location visitation among people whom have been exposed to mobile advertising Learn What Works PVR can be analyzed by line item, allowing us to understand creative or target audience PVR performance Quantify Real World Performance Control groups are created to understand the PVR lift over the duration of the campaign Deliver Unique Insights Additional metrics, like time between impression and visitation, can be derived and delivered
- 16. What Makes PlaceIQ Better? 2 3 4 5 Scientific Pedigree Diverse and Confident Data Stack Best-in-Class Mobile Audiences Powerful Location Analytics Wide Inventory Visibility 1
- 17. Thank you.
Notas do Editor
- Add TaglineCan we make the tiles different colors – heat map style
- Maybe grid in background…
- With the omnipresence of mobile devices, we are now able to deeply understand the places, behaviors, consumption, demographics, and habits that exist in space and time. PlaceIQ believes that mobility’s biggest element of disruption to marketers is location. The ability to carry a device with you has enabled marketers to not only add a new layer of understanding about their consumers, but also address them with location relevant messages. We begin with the USGS grid as the common base for constructing our audience… This grid of over 1 Billion, 100x100m tiles contains the initial topographic data set, allowing us to identify rivers, mountains, parks, residential, streets, oceans, and lakes.
- To add context to the grid, PlaceIQ ingests and layers over 36 different sources of data, assigning and scoring values to the grid’s tile structure. This makes our world look less like a map, and more like an aggregated data set providing insight and knowledge about the physical attributes of the grid structure. What are the clusters of populations doing? How do they move about and interact with their physical locations? What interests, hobbies, and lifestyles do different audiences share? If you need more time.Census data provides…Social data provides…Search queries…Photo Sharing Data…Auto Ownership (Polk)…Points of Interest…Business Listings…The importance of data fidelity can be discussed here.
- Armed with the aggregated data, PlaceIQ Data Scientists and Strategists identify audience segments and extract these within the system, writing rules for addressing each audience. Custom Segments can be constructed to consider locations that would influence audience behavior. When overlayed with historical understanding of audience behaviors, rich distinctions between audiences can evolve. The use of frequency of visit to desired locations to generate an understanding of how avid an audience segment is perhaps the most powerful tool available to location savvy marketers seeking to activate consumer passion points.
- Armed with the aggregated data, PlaceIQ Data Scientists and Strategists identify audience segments and extract these within the system, writing rules for addressing each audience. Custom Segments can be constructed to consider locations that would influence audience behavior. When overlayed with historical understanding of audience behaviors, rich distinctions between audiences can evolve. The use of frequency of visit to desired locations to generate an understanding of how avid an audience segment is perhaps the most powerful tool available to location savvy marketers seeking to activate consumer passion points.
- Armed with the aggregated data, PlaceIQ Data Scientists and Strategists identify audience segments and extract these within the system, writing rules for addressing each audience. Custom Segments can be constructed to consider locations that would influence audience behavior. When overlayed with historical understanding of audience behaviors, rich distinctions between audiences can evolve. The use of frequency of visit to desired locations to generate an understanding of how avid an audience segment is perhaps the most powerful tool available to location savvy marketers seeking to activate consumer passion points.
- Armed with the aggregated data, PlaceIQ Data Scientists and Strategists identify audience segments and extract these within the system, writing rules for addressing each audience. Custom Segments can be constructed to consider locations that would influence audience behavior. When overlayed with historical understanding of audience behaviors, rich distinctions between audiences can evolve. The use of frequency of visit to desired locations to generate an understanding of how avid an audience segment is perhaps the most powerful tool available to location savvy marketers seeking to activate consumer passion points.
- Can the image on the right look more like an actual consumer journey?
- There are two products defined for each audience.PIQ Segments targets people where they are currently when the ad request arrives.PIQ Segment PLUS provides retargetting… enabling greater reach by targeting people we know demonstrate desired historical location behavior (ie seen frequently from 9-5 in an office park) but are not currently within that office park. The PLUS product allows us to understand deeper insight into the audience… allowing us to overlay HHI, auto ownership, and other demographic data.
- Map should have grid on it, pictures smaller, font bigger
- More phones, no times, phones in the polygon, arrows to middle of store and parking lot