4info adhaven bullseye acxiom slater team
TRANSCRIPT
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CONFIDENTIAL
An Introduction to 4INFO
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Introducing Bullseye™: Mobile. Measurable.
AdHaven BullseyeTM combines true precision targeting
with the ability to track results from impressions to online and offline transactions, giving marketers the confidence to make mobile an integral part of their ad spending.
Let us put it another way.
Bullseye is mobilemade measurable.
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The reviews are as strong as the ROI.
“The 4INFO model is pretty clearly the future of mobile targeting and ad measurement. And it's a future that is a great deal more nuanced, sophisticated and "closed loop" than 90% of current digital ad paradigms.” Greg Sterling, i2G
“Companies are doing amazing things with big data. 4INFO … equips advertisers with the quick-strike capability of a U.S. drone.” Adam Kleinberg, AdAge
“4INFO doing a great job showing how you can measure mobile ROI (no it’s not via a CTR)” @mediatwo
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Customer Marketing1s
t Party Data
Tag Management
Traditional Data
Management Platform
3rd Party Data
Premium Publishers
ACXIOM AOS
Over 7,000 publishers and digital data brokers – reach of 200MM consumers in distribution network!
Cross- Channel Planning
Big Data Analytics
We Are the Mobile Extension of AOS
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Customer Marketing1s
t Party Data
Tag Management
Traditional Data
Management Platform
3rd Party Data
Premium Publishers
ACXIOM AOS
Over 7,000 publishers and digital data brokers – reach of 200MM consumers in distribution network!
Cross- Channel Planning
Big Data Analytics
But How Are You Different from These Guys?
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Comprehensive Mobile Market Coverage
Platform Market ShareAndroid Apple BlackBerry Microsoft
Mobile Display(Apps & Mobile Web)
60% of the M
arket
15.7% of time spent on mobile devices
For the record we run on Apple inventory as well, and can measure across it! 4INFO
runs on all Operating Systems including Apple
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The AdHaven Bullseye NetworkReach• 30 billion impressions/ month• 101 million households• 152 million devices
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Premium Sites & Apps
Ad Networks & Mediators
Availability • Over 20,000 Acxiom segments • Operating Systems: iOS, Android, Windows, Kindle, Nook, and more• Platforms: Mobile Web, Mobile App, Online Web
TV & Online Media
Print & Online Media
Financial Brands
Home, Health, Beauty & Lifestyle Brands
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Mobile Enables Targeting Along the Path to Purchase
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54% of Americans say the first thing they do upon waking is check their cell
phone.1
1 Mobile Mindset Study, Lookout, 6/12; 2 comScore Device Essentials, U.S. Monday, Jan 21, 2013; comScore MobiLens and TabLens, U.S., 3 Google Shopper Marketing Agency Council Research, April 2013; 4eMarketer 8/1/13
Between 6-8am mobile phone usage
steadily increases.2
84% of consumers use
their mobile phone
while shopping.3
During the work day PC usage exceeds smartphone usage, but
4% of device time is still on a mobile device.2
In the evening, mobile usage spikes, with tablets exceeding even smartphones.2 Adults now spend more time on digital devices than watching tv.4
Marketers Not Investing Big in Mobile Are Missing Out. Big Time.
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Mobile Phones are Ubiquitous
About 79% of US residents, or 252.4 million people, will own and use a mobile phone in 2014.
This will rise to 268.0 million consumers, or 81.5% of the US population, by 2018.
Source: eMarketer, US Mobile Users: 2014 Complete Forecast, 4/4/14
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More Time on Mobile Than Television
• In the U.S. Time Spent on mobile devices now outpaces TV.
• Americans now spend 151 minutes per day on smartphones, next to 147 in front of TVs.
Source: Milward Brown, 2014 AdREaction Study, 3/18/14
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Advertisers are listening
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Options for Targeting Mobile Advertising Until Now
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Area Demographics & LifestylesArea Purchase Behavior
Area Interests
Approximate Demographics
Location of DeviceTime of Day
Location Analytics
Device TypeOperating System
ManufacturerCarrier
Device Info
Sites VisitedApps Downloaded
Contextual
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Popular Mobile Ad Targeting Options
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Area Demographics & LifestylesArea Purchase Behavior
Area Interests
Approximate Demographics
Location of DeviceTime of Day
Location Analytics
Device TypeOperating System
ManufacturerCarrier
Device Info
Sites VisitedApps Downloaded
Contextual
All lack precision, resulting inwasted impressions
Difficult to accurately measure and tie directly to key metrics used with other media
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What’s the most precise and accurate way to target?
KNOW WHO
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you are reaching with your mobile ad
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Device to Household Address Matching
Proprietary
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Ad Requests
Ad Requests
Ad Requests
Ad Requests
Ad Request(s)
Ad Requests
Ad Requests
Ad Requests
Ad Requests
Ad Requests
Ad Requests
We used advanced technologies and geocoding
to map every U.S. household to lat/long.
Then we analyzed billions of ad requests using patent-pending
clustering algorithms.
As a result, we’ve accurately matched more than 152
million mobile devices to 101 million household addresses.
Ad Requests
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Direct Link to 3rd & CRM/1st Party Data
Predictable
We can precisely target ads to devices using reliable, industry-accepted purchase and lifestyle data linked to our households.
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• Existing CRM Customer• Lease Expiring < 90 Days
App/Site sends ad request
Device ID matches one of the devices associated with a household ID…
…which has relevant 3rd or 1st Party data segments associated with it
AdHaven applies advertiser audience requirements
Ad Served to Target Audience
How Bullseye hits the markwith automotive buyers
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Advertiser EstablishesCampaign Criteria
• Existing CRM customer• Lease Expiring < 90 Days
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Exposed Households Reported
Precise
We can close the loop and measure return on ad spend because we know precisely who received your ad.
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A Treasure Trove of Insight Potential
Information available post-campaign for each ad impression:
City (if available or determined)
Zip (if available or determined)
DMA (if available or determined)
State (if available or determined)
Household IDSegment ID
Mobile device browserMobile device OSMobile device brandMobile device OS VersionMobile device ModelDevice Type (tablet/phone/other)
Timestamp (with time zone)
Price model (CPC/CPM)
Price (unit price)
Event (impression/click/etc.)
Ad Group IdAd IdBanner IDBanner size
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Closed-Loop Campaign Measurement
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Precise
Which means you can measure the impact of mobile campaigns based on what really matter – transactions conducted online and in retail stores and branches.
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All While Remaining Privacy Friendly
Private
Bullseye’s double-blind matching solution ensures that only the de-identified device ID and location ID are matched, so no PII is exchanged.
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The AdHaven platform of targeting solutions
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AdHaven delivers a complete range of targeting products to meet the needs of any campaign.
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The AdHaven platform of targeting solutions
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A single product that makes it easy to target by:• Handset • Demographics • Application • Mobile Browser • Operating System • Channel • WiFi/OTA • Time of Day • Day of Week
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The AdHaven platform of targeting solutions
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A pair of solutions that enable you to target based on location parameters: • Geotargeting
+ State+ DMA+ ZIP
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The AdHaven platform of targeting solutions
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A pair of solutions that enable you to target based on location parameters: • Geofencing
+ Target in-store (50-meter radius)+ Target nearby (up to 10-mile radius)+ Target competitors
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Geofencing – Location-based targeting
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Target consumers at your store or at your competitors stores with specific advertising What it does for you:
• Reach people when they’re in a place to act
• Provide special offers to consumers currently in competitor’s stores
• Reach audiences in or near specific locations or categories of locations
Capabilities:• Target in-store at 50m
radius• Target nearby, your choice,
up to 10 mile radius• Target by store location• Target by location category
Reach your customer in real-time, exactly when they’re in the right location for your message.
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The AdHaven platform of targeting solutions
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The most sophisticated solution available today, using purchased-based data to provide true precision targeting and measurement.
• Bullseye• Bullseye HyperLocal• Bullseye MultiScreen
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HyperLocal Audience Targeting
Bullseye audience targeting, combined
with geofencing
Works great as companion to
larger campaign
Only your defined audience will receive ads
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Cross Device Targeting Made Easy
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Reach your Bullseye targeted audience across all the screens they use – phone, tablet and desktop.
• Target messaging based on device• Reach target audience with
cohesive messaging across devices• Support for custom and syndicated
segments
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Know Who You Reach
Smartphone TabletComputer
Many devices.
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Unified by Household
Know Who You Reach
Many devices. One person.
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Use Case: Discover - Acquire New Card Members
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Targ
eting
Mes
sage
& C
reati
ve
Mea
sure
men
t
College Students
New Account Applications
from Exposed vs. Unexposed
Targets
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Use Case: Discover - HyperLocal Targeting
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Targ
eting
Mes
sage
& C
reati
ve
Mea
sure
men
tExisting Card Holders In or Near Select
Movie Theaters and Restaurants
Incremental Spending by Exposed vs. Unexposed Spending
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Use Case: AT&T - Customer Acquisition
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Obj
ectiv
e
Mes
sage
& C
reati
ve
Mea
sure
men
t
Convert Consumers
to be Customers of
AT&T from Other 3 Main Competitive
Carriers
Target Non-Customers Within
Specific DMAs with Specific “Come Back” Messaging
Additional New User Acquisition by Exposed
vs. Unexposed Spending
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Use Case: AT&T Samsung Acquisition Promo
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Obj
ectiv
e
Mes
sage
& C
reati
ve
Mea
sure
men
tAttract New AT&T Mobile Customers
and Push the Samsung
Brand within Industry
Target Non-AT&T Customers With
Older Smartphones or
Android Propensity With
99¢ Promotion for New Galaxy SIII
Mini
Incremental Spending of
Samsung Brand by
Exposed vs. Unexposed Spending
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Use Case: AT&T Add a Line / Tablet
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Obj
ectiv
e
Mes
sage
& C
reati
ve
Mea
sure
men
t
Increase Sales of Additional Lines/Tablets
and Raise/Push Awareness of Current AT&T Promotions
within Existing Plans
Incremental Spending by Lines Added and Overall
Sales by Exposed vs. Unexposed Spending
Targeting Existing AT&T
Customers to Add a Line or
Tablet to Their
Services
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Obj
ectiv
e
Mes
sage
& C
reati
ve
Mea
sure
men
t
Increase Sales of
Mobile Share Value Plans and Raise Awareness of Current
AT&T Promotions
Target Recently Lapsed AT&T Customers, as well as Price
Sensitive Non-AT&T Mobile
Uses with Value Plan Offer
Incremental Spending by
Plans and Sales by
Exposed vs. Unexposed Spending
Use Case: AT&T Value Plan
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Use Case: AT&T Smartphones
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Obj
ectiv
e
Mes
sage
& C
reati
ve
Mea
sure
men
t
Increase AT&T Mobile
Plan and Smartphone Sales and
Build Awareness Across All
Carrier Industry Plans
Target Technology
Enthusiasts by Advertising that AT&T has the
Latest and Greatest
Smartphones with a Call to Action to
Find a Store Nearby
Incremental Spending on
AT&T Smartphones by Exposed
vs. Unexposed Spending
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Use Case: GM - Drive to Dealership
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Obj
ectiv
e
Mes
sage
& C
reati
ve
Mea
sure
men
t
Get Consumers
Into the Dealership
Incremental Spending by Exposed vs. Unexposed Consumers
Geofencing: Consumers
Who Are within 1 Mile of a DealerPlusTarget Luxury Car
Affinity
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Use Case: GM - Service
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Obj
ectiv
e
Mes
sage
& C
reati
ve
Mea
sure
men
t
Increase Sales of
Services and Parts
Incremental Spending by Exposed vs. Unexposed Spending
Use CRM Data to Target
Current Buick
Owners
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Use Case: Microsoft - Engaging Video Xbox
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Obj
ectiv
e
Mes
sage
& C
reati
ve
Mea
sure
men
t
Increase Xbox One
Sales
Incremental Spending by Exposed vs. Unexposed Spending
Acxiom 3rd party data of
Technophiles, and Gamers
with CRM Suppression
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How to Introduce 4INFO to Your Clients
• Consider starting with CT campaigns immediately, with ultimate goal AOS
• Get your team up to speed with a personalized demo and brainstorm with 4INFO
• Pave the way with your customers• Bring 4INFO to the party once customers
express interest and opportunities emerge• Ryan Peters is your partner development
manager at Acxiom – leverage him• Generous revenue share—up to 35%!
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The people behind the precision.
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Brian SlittVP, Sales and Business [email protected] (o)617.519.7581 (m)
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CONFIDENTIAL
An Introduction to 4INFO