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MG to Track How Mobile Ads Leadto In-store VisitsThe Agency Has Teamed up With Startup PlaceIQ to Create Place Visit RateBy:John McDermottPublished: April 02, 2013252share this pageStarcom MediaVest Group has partnered with New York City-based startup PlaceIQ tounlock mobile marketing's great mystery: when someone shown a mobile banner ad isenticed to walk into a store.The metric, which PlaceIQ calls Place Visit Rate, uses location data to illustrate whatpercentage of customers served a mobile banner ad for a retailer subsequently visited oneof that retailer's stores.PlaceIQ conducted a case study on the technology for one of SMG's retail clients thatshowed a correlation between customers being a shown an ad and ending up in store.Neither PlaceIQ or SMG would disclose which retailer was involved. SMG's retail clientsinclude Best Buy and Walmart.The case study was apparently convincing enough for SMG to make the new metric oneof its many marketing products. Derek Thompson, the global managing director ofSMG's mobile practice, said that although the new metric may not be appropriate for allof the agency's clients, using location data to inform marketing is essential regardless ofwhether you're trying to direct customers to a physical store.66
"It's not just about trying to move people from point A to point B. Local targeting has abroader appeal than that," he said. "It's about developing large audience pools that aremore qualified to be certain types of consumers."PlaceIQ tracks consumers' locations by analyzing information collected from datapartners or bought from publishers and ad networks.Whenever an in-app ad request is served through a network, the network assigns thedevice a hash ID--a string of numbers and letters designed to anonymize the phone andits user. By tracking individual hash IDs, PlaceIQ can map the various locations a mobilephone was served an ad.The targeting goes beyond simply identifying a smartphone's latitude and longitude,however. PlaceIQ's data science team has drawn maps of stores, car dealerships, parks,landmarks and other notable locations. PlaceIQ then pins hash device locations to thesemaps, which in turn can help marketers demographically profile smartphone users.REI could use PlaceIQ to recognize people who routinely visit national parks andsubsequently serve them ads about a deal on hiking boots available at a nearby store, forexample. If a smartphone user opens a weather app after arriving in Grand Central todiscover its raining outside, a Midtown retailer can serve him or her an ad for discountedumbrellas.The process involves PlaceIQ placing a 100 square meter grid on top of certaingeographic locations and targeting them within one of those squares. In some cases,PlaceIQ hand-draws a bird's eye outline of a building or landmass.PlaceIQ CEO and co-founder Duncan McCall said that PlaceIQ has drawn car lots inorder to identify if users have visited a car dealership and are thus in the market for a car.He cited this as a way PlaceIQ's location data can be used to lure potential customersaway from a competitor's location. Lexus could potentially identify a mobile phone userat an Audi dealership and serve them a mobile ad directing them to the nearest Lexus lot.The tracking is far from perfect, though. Because each mobile ad network assigns its ownhash ID to devices served through its network, effectively tracking a phone from onelocation to the next is dependent upon them accessing the same ad network. This resultsin PlaceIQ being able to effectively traffic only 15% to 25% of all the mobile ad traffic itmonitors.Place Visit Rate is much like the mobile ad tracking sector at large, then: it's a crudemeasurement, but definitely an improvement.67
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Summary1
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thus, are struggling to respond to
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mobile.‖And, CMOs must understand
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The earliest mobile advertising too
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The upheaval that the Internet has
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But when we ask respondents whether
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―The most significant issue for a
Page 15 and 16: Mobile Internet advertising is the
Page 17 and 18: How? With ads that are native to th
Page 19: There's an onus on publishers to im
Page 23 and 24: Some mobile analysts mistakenly bel
Page 26: He may even catch the tail-end of t
Page 30: In these campaigns, users don‘t s
Page 34: Unaided brand recall was 43% for au
Page 38 and 39: The technical hurdles are formidabl
Page 41 and 42: Privacy IssuesApple has now phased
Page 44: Google has the same complaint in th
Page 47 and 48: Mobile‘s usefulness for shopping
Page 49 and 50: 1) CPG is adopting mobile faster th
Page 51 and 52: Performance-based pricing models ar
Page 53 and 54: eMarketer expects mobile video adve
Page 55 and 56: Listen To The Sound Of My VoiceA vo
Page 57 and 58: A new report investigating consumer
Page 59 and 60: The next day, Foursquare announced
Page 61 and 62: Expand context beyond locationLocat
Page 63 and 64: Using this tool, VocalizeMobile was
Page 65: the brands I see in commercials and
Page 69 and 70: ―Mobile is becoming one of the fo
Page 71 and 72: time on a mobile device) could be r
Page 73 and 74: ―travelers,‖ ―parents‖ and
Page 75: Failing to Connect with Users Durin
Page 78 and 79: Location is a big deal. For the his
Page 80 and 81: Adfonic, abuying platform for mobil
Page 82 and 83: media-consuming device. But what th
Page 84 and 85: Whether or not mobile users will be
Page 86 and 87: advertisers are coming to us for cu
Page 88 and 89: and an increased desire among custo
Page 90 and 91: 7. Mobile Puts The “R” in Retai
Page 92 and 93: SoLoMo: Time to Get Social, Think L
Page 94 and 95: Companies and marketers who want to
Page 96 and 97: Making the most of a mobile video p
Page 98 and 99: ―Since mobile rich media ad servi
Page 100 and 101: Triton Digital Chief Operating Offi
Page 102 and 103: mobile-centric ad unit? It seems cl
Page 104 and 105: The study goes on suggesting that t
Page 106 and 107: An overwhelming majority—92%- of
Page 108 and 109: ―I think progress is being made
Page 110 and 111: Google also posted better-than-expe
Page 112 and 113: Mobile has also added another layer
Page 114 and 115: Facebook.Stock has climbed from und
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IAB: Almost two-third of mobile vid
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Mobile Marketing Analytics Are Diff
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There is gold waiting in every mobi
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Mobile ticketingParamount is runnin
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Digital Dimes to Mobile PenniesNow
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evenues in the third quarter after
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128
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Other research showed that TV ads w
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Lockhorn continued that monetary ch
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Among smartphone owners who havenev
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Display Ads' Dubious In-View Perfor
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We've heard Pandora CEO Joe Kennedy
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Talking Point: At the moment, most
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―Make one Web - ensure content an
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Companies such as Amazon, Starbucks
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4. Mobile advertising performs poor
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Recent developments meant to addres
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150
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demographic reported having made at
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effectiveness, a banner click rate
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Digital Experts Tell Us The 7 Bigge
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The other concern I have with mobil
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This shift has been problematic for
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The 1800-Flowers mobile siteWith th
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Measuring mobile video beyond the c
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entries and then tries to provide r
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“It brings together the best of b
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172
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campaigns conducted between Novembe
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uild big money off of it," said Man
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But an effective way of combating u
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Analog 54% 36%Digitally influenced
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etailers’ recent efforts to scale
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That‘s a lot of consumer data to
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As mobile display advertising matur
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Mobile devices‘ smaller screens a
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The YP study shows that the sweet s
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These limitations depress demand fo
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Like similar studies before it, AdS
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percent. Trademob found that 22 per
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We Took Control Away4-day mobile im
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Statistics for the current year sug
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Key takeaways from the forecast:Spe
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52% of marketers report that they a
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Data from ScanLife’s “Mobile Ba
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vs. 10%); making a purchase on a mo
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Challenge Marketers on MobileAUGUST
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Marketers that push creative bounda
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Implications- If we had used the st
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uying against content or even vast
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action with a brand; however, it‘
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was relevant to them, making this t
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MOBILE INTERNET USE ACCOUNTED FOR 1
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ADVERTISERS, SHE CLAIMS. HOWEVER, A
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Study: More Users Clicking Ads, Ris
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Distrust, Irrelevance Temper Mobile
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About The Data: The 2012 Hipcricket
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topping the list in terms of consum
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Foursquare, about to celebrate its
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Here are the top tasks in terms of
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25.2% Newsstand (12)23.7% Lifestyle
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According to Nielsen the majority o
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