What’s Wrong With Geofences? UberMedia Has An Answer

July 13, 2016 – GeoMarketing Geofences tend to be too general, too ‘one-size fits all,’ says UberMedia’s Michael Hayes.

Geofences are fine for alerting customers near a store to an opening, offer, or a sale, but when it comes to providing brands with actionable analytics and precise targeting at specific consumer intents, the process can be limited.

Mobile behavioral insights platform UberMedia believes it has built a better version of the traditional geofence technology with Optimal GeoSpace, a patent-pending mobile location technology that “dynamically renders a customized virtual fence around individual retail shopping areas.”

To continue reading, please visit David Kaplan’s article for GeoMarketing

Don’t call it a “geofence.” UberMedia introduces the “Optimal GeoSpace”

July 13, 2016 –Marketing Land Company’s dynamic targeting is based on actual foot traffic patterns throughout the day and is specific to each store location.

UberMedia has launched what it calls the “Optimal GeoSpace,” a dynamic targeting zone that changes by location, time of day and retail category. The company says it developed the approach to fight against the blunt, “one size fits all” approach of conventional geofences.

Several years ago, xAd introduced what it called SmartFencing, which is conceptually similar.

UberMedia’s Optimal GeoSpace was developed from a internal product used to help retailers make real estate site decisions. The collected data reflect consumer shopping foot-traffic patterns and retail “trade areas,” according to Michael Hayes, UberMedia’s CMO. The methodology was then translated into an advertising and offline attribution product. “We look at shopping patterns throughout the day to determine the optimal shopping area for each location,” he explained.

UberMedia says it’s analyzing “billions of high-quality location data points over a period of time” to define these Optimal GeoSpaces, which are then algorithmically adjusted based on actual consumer behavior. The analysis also factors in “where visitors likely live and/or work, and path-to-purchase data evaluates where store visitors were in the hours prior to arriving at a location.”

Screen-Shot-2016-07-13-at-9.36.12-AM-800x354

As indicated in the images above, the geospaces may change for the same location throughout the day or may be very different for the same retailer at different locations depending on consumer foot traffic.

To continue reading, please visit Greg Sterling’s article for Marketing Land

Shoppers Lean On Mobile, As Marketers Refine Location Targeting

July 13, 2016 – MediaPost As retailers prep for back-to-school shopping with mobile, what consumers are looking for from an in-store shopping experience may not be exactly what they get.

Even though just past the start of summer, back-to-school shopping already has begun, according to the recent Rubicon Project, conducted by Penn Schoen Berland, comprising 1,500 interviews of parents.

The majority (60%) of parents will be doing some shopping on a mobile device, with even more (73%) parents of freshmen.

And for shopping by app compared to websites, the majority (68%) of parents are loaded with a retailer’s app, with Amazon topping the list of apps. Here’s what retailer apps are on parents’ phones:

  • 47% — Amazon
  • 33% — Walmart
  • 26% — Target
  • 19% — Ebay
  • 15% — Kohls
  • 12% — Macy’s
  • 11% JCPenney

Once those back-to-school shoppers get to the store, they face yet another set of technological issues along with mobile. And that matters, since a majority (67%) in the U.S. use their phone at least sometime while in a store, according to a recent study by RichRelevance.

And that’s where targeting comes in.

While in a store, mobile messages with personalized product information triggered by location in the store is considered cool by fewer than half (40%) of consumers.

After a shopper leaves a store, consumers who receive a digital coupon for a product viewed but not purchased is considered best by 79% of shoppers, according to the RichRelevance survey of more than 1,000 U.S. consumers.

This is yet another indicator that the right messages, based on location and with context, can be viewed positively by consumers.

 

To continue reading, please visit Chuck Martin’s article for MediaPost

Setting Up the Geo-Fence with Mobile Location Data

July 12, 2016 – Website Magazine – If Pokemon Go has taught us anything, it is that there is even more potential in geolocation than most of us every thought possible.There are, of course, technology companies that have been working on location-based targeting for some time.

UberMedia, for example, has launched Optimal GeoSpace, a mobile location technology that renders a customized virtual fence around pre-set retail shopping areas. By analyzing mobile data points with its real-time algorithm, the solution accounts for real-world behavior and location cues (collected over time) or within a period of interest (e.g., Black Friday), identifying a seller’s most optimal trade area (or that of their competitors’) so that they can calibrate media plans effectively.

The solution seems far superior to traditional geo-fences, which tend to take a one size fits all approach which can misrepresent or overextended the parameters of shopping areas (which just wastes marketing/advertising budgets).

To continue reading, please visit Website Magazine

UberMedia Connects Cross-Channel Ad Impressions To Actual Store Visits

May 19, 2016 – TechCrunch – Mobile ad company UberMedia is expanding its measurement and attribution business in a big way.

You may remember UberMedia as the company that owns social apps like Echofon and UberSocial. While that’s still the case, it has shifted its attention over the past few years to its mobile ad platform, which uses the apps as a source of data — and which can tell advertisers whether someone who saw their ad actually made it into their store.

“We could tell advertisers, out of a campaign they ran, how many people who go to your location are incremental lift — it was not just sheer volume of visits,” said Chief Marketing Officer and Chief Revenue Officer Michael Hayes. “Then once we showed that we could do that well, we thought, ‘Wouldn’t it be great if we could do that across an advertiser’s media plan?’”

In other words, with its new Cross-Media Location Visit Measurement product, UberMedia is taking its location-based attribution approach and using it to assess the effectiveness of a company’s ads even if they’re not running through UberMedia — whether they’re desktop display ads, video ads, mobile, social or search.

Hayes suggested that this represents a big step up from ad measurement based on things like impressions and clicks, which aren’t directly connected to actual business outcomes. The “holy grail,” he admitted, would be connecting ad impressions to sales data, but “it’s hard for advertisers to get sales data in the hands of agencies on a consistent, weekly basis.”

So if you can’t get sales data, being able to say that your ads drove a certain number of people to a car dealership, or a hotel, or wherever, is pretty good.

“This is not a panel, this is empirical data,” Hayes added, noting that UberMedia has access to billions of behavioral and location data points every day. “And it’s incredibly precise — precision and accuracy are important.”

The goal here is less to offer new measurement tools to existing UberMedia advertisers and more to build an additional business for the company with a new set of customers. Hayes suggested advertisers could also use this data to spot trends and plan future campaigns.

“Measuring our advertising investments to hotel visits is a compelling strategy to better understand how our media is impacting bookings,” said Elvin Kawasaki, vice president and director of digital investment at ad agency Initiative, in an emailed statement. “Cross Media Location Measurement is a major breakthrough for not only the travel category but for other retailers that want to measure foot traffic and make smarter advertising investments.”

This article was originally published by Anthony Ha for TechCrunch

Here’s Why You Should Use Geo-Targeting and Interest Data to Improve Mobile Ad Performance

March 25, 2016 – Adweek SocialTimes – Mobile continues to create new opportunities and challenges for marketers. Mobile devices have become invaluable tools for Millennials and Gen Z in particular, providing marketers with rich data about location and interests. This data can be used to improve in-store customer experiences and deliver more personalized advertising.

However, the one of the biggest challenges with mobile is tracking ad performance. And it’s not really a unique problem, according to UberMedia CMO Michael Hayes, adding that even the digital ad model doesn’t really work on mobile either. He is optimistic that the market will work out the kinks and says it’s time for advertisers to look at the mobile advertising in a new way.

Since the top 25 advertisers usually sell products in the physical world, most of which are measuring performance based on media outcomes such as clicks and impressions. Hayes notes that location is important for companies that want to get buyers in stores, and mobile has the ability to provide this data:

One of the things unique things to a mobile ad buy is that you can link location data to real-world location visits. And that is a much more compelling performance outcome — it’s a business outcome rather than a media outcome.

While location data can be a powerful tool, Hayes admits it’s not enough to build a highly targeted custom audience profile. In addition to providing information about where consumers have been, mobile devices can generate data about which apps they’re using, along with other social signals. The interest data combined with location data is what helps advertisers pull together very specific target audiences.

Unfortunately many advertisers are still using the old television style targeting that simply aren’t specific enough. Rather than viewing audiences through the lens of a television buying demo of adults 25-to-54—which pretty much includes everyone—Hayes says he works with agencies to create more targeted customer personas using mobile:

Guess what vehicle is with you all the time basically tracking all those little digital breadcrumbs? Your mobile device.

He added that the data from mobile devices can be used to “fortify the planning process” to understand things like who the most frequent shoppers are at a particular retail location or who buys tacos in the middle of the night. This information can also be used to optimize campaigns in real time.

Hayes offered these tips for advertisers who want to use geo-targeting and interest data to improve mobile ad performance:

  1. Conquest your competitors. Retargeting consumers who have visited yours and your competitors’ locations works well to drive repeat visits and harvest foot traffic to physical stores.
  2. Use location aware creative. Leverage location cues to serve dynamic, hyper-relevant creative, and give consumers a sense of nearest retail location.
  3. Measure incremental foot traffic. Measure visits plus incremental lift from publishers you’re buying from. Just because a network has a lot of reach doesn’t mean it’s the best buy in media plan.

Readers: What other tips would you offer?

This article was originally published by Kimberlee Morrison for Adweek SocialTimes 

Top 3 Trends To Watch In Ad:Tech

February 22, 2016 – BizReport – Mobile marketing and the adtech that supports it is an ever-evolving landscape of innovation and fierce competition. One expert offers three major trends that are leading the charge for 2016.

Data Science is the New Creative! 

“Marketers are ever shifting towards data-driven approaches, pushing adtech vendors to embrace quality, scalable data and powerful data science; namely, interpreting and activating the data in meaningful ways. 81% of marketers indicate that data will become more important to their marketing and advertising efforts in order to become more customer-centric and maximize effectiveness/efficiency of marketing investments,” said Michael Hayes, CMO, UberMedia.

L-ROI is the next BIG KPI

“This is the year that marketers will fully embrace real-world location visit measurement as a critical KPI (key performance indicator). Further, understanding your Location Return on Investment (or L-ROI) will be the metric that will take hold in walls of agencies and in the heads of marketers. 56% of agencies rated the use of mobile location data as one of the most important digital marketing tactics in a media plan and eMarketer predicts 38% of US mobile ad dollars will be spent on location targeting this year,” said Hayes.

Mobile is First when Captivating Consumers Cross Screen 

“Reaching consumers across screens in the moments that matter will take center stage as marketers look to find solutions to media fragmentation. With nearly 74% of US adults using smartphones and checking them an average of 150 times a day, plus consumers using their smartphones simultaneously with tablets, desktops, and watching television, marketers will embrace Omni-channel ad tech solutions that are “mobile first.” Mobile will be the connective tissue that ties together cross-channel measurement to understanding a customer’s true path-to-purchase,” said Hayes.

This article was originally published by Kristina Knight for BizReport

Mobile Marketer UberMedia Introduces The Concept Of “LROI”

December 2, 2015 – Marketing Land Mobile marketing platform UberMedia has coined a new term: “Location ROI” or “LROI.” In that context, the company is measuring and optimizing mobile media against offline store visits.

Michael Hayes, UberMedia’s Chief Revenue Officer, uses the term “Location Visit Optimization” to describe the process of using location data to increase the effectiveness of mobile campaigns to drive incremental store visits. Beyond this, however, Hayes believes a broad new KPI is emerging around offline visits: LROI.

In the same way that call tracking has been used as a primary tool to show the “offline” impact of search or display advertising, location visits is a new metric that will offer brands and marketers that primarily sell offline a much better sense of the true ROI of their media spending.

UberMedia’s optimization capabilities currently only work for mobile marketing, but Hayes says that the company can measure which digital media, whether on desktop or mobile, are driving the most location visits. Hayes adds that location can also be used to verify whether brands without owned retail distribution are reaching intended audiences — are the targeted audiences visiting the stores where the advertiser’s products are sold?

Eventually, LROI could extend beyond digital to all media broadly. Indeed, the ability to measure the impact of TV ads on offline location visits is already available from NinthDecimal and PlaceIQ. This is done by matching households or set-top boxes to device IDs that reside in the same place as the TV, and then seeing those devices later in particular real-world locations.

UberMedia builds custom audiences for advertisers using location history, as well as social/interest graph data from its consumer apps and YouTube. Location data comes from its own first-party apps (e.g., TweetDeck) and from ad calls, which is where most mobile platforms and data providers get location. UberMedia then taps the same location sources to track offline mobile users in the aggregate for location-attribution purposes.

As mentioned, a growing number of companies are connecting online and offline visits and/or using location history for audience segmentation and targeting. They include Google, Facebook, Foursquare, Factual, xAd, NinthDecimal, Verve, ThinkNear, YP and Placed.

UberMedia’s Hayes believes that location will play an increasingly important role in media planning and marketing over time. And at the center of it all will be the new “LROI.”

This article was originally published by Greg Sterling for Marketing Land

Holiday Shopping Weekend Insights: Thanksgiving, Black Friday and Beyond

December 2, 2015 – Apparel Target’s Cyber Monday #targetfail website woes may have dominated headlines over the past 48 hours, but the biggest retail weekend of the year brought no shortage of highs and records that may portend a very merry season, indeed.

Instead of finding the deals they hoped for, Target shoppers Monday morning encountered an error message on the retailer’s homepage. “We knew there’d be a tremendous response to our 15 percent off sitewide offer, and the demand was even higher than we anticipated,” said Jason Goldberger, president of Target.com and mobile, in a statement on the company website. “Early in the day, Target.com orders were coming in twice as fast as our busiest day ever. And by early in the night, Target had already surpassed the previous record for online sales — making Cyber Monday our biggest online sales day ever.”

Retail Dive reports that Target insists its site didn’t crash, rather the retailer simply metered incoming traffic to ensure all shoppers could be accommodated.

“As we experience spikes in traffic, our systems place guests in a queue and prompt them to access the site later,” a Target spokesperson said in a statement. “We apologize to guests who experience any delays, we appreciate their patience, and encourage them to try again in a few minutes by refreshing their browser.”

Meanwhile, Walmart reports that mobile emerged as the “dominant shopping trend,” not only in driving traffic but also in spurring sales. “Mobile is making up more than 70 percent of traffic to Walmart.com, and now, nearly half of our orders since Thanksgiving have been placed on a mobile device – that’s double compared to last year,” says Fernando Madeira, president and CEO, Walmart.com. “Our customers went from previously mostly searching and browsing on mobile, to making purchases at a much higher rate.”

ICSC: Black Friday still a draw, and physical stores are, too
The International Council of Shopping Centers polled consumers to get their take on the debate around shopping on Thanksgiving versus Black Friday.

Of the two days, Black Friday still takes the lead when it comes to attracting shoppers, ICSC finds: its popularity is holding steady, with roughly half of Americans (50 percent) saying they made purchases on that day. But Thanksgiving shopping is on the rise: overall, one third of Americans (36 percent) shopped on Thanksgiving Day this year – up from 23 percent in 2014.

Of those who shopped on Thanksgiving and/or Black Friday, 80 percent say they made a purchase at a physical store. On Black Friday specifically, 32 percent of shoppers made a “click and collect” purchase: buying items via online retailers that have a physical location in order to pick up their items in store. More than half of shoppers (58 percent) made additional purchases when picking up an item that was bought online in store on Thanksgiving Day or Black Friday.

The average Thanksgiving and/or Black Friday shopper spent $557 over those two days, spending $245 in physical stores, $120 with online-only retailers, $110 online via omnichannel retailers on items shipped to their home, and $82 online via omnichannel retailers for “click and collect” orders. What’s more, the average shopper visited 2.7 stores and made a purchase at 2.5 stores on Thanksgiving Day, while on Black Friday, shoppers visited 3.3 stores and made a purchase at 2.8 stores (though Foursquare says people visited 2.8 stores that day and spent 4.9 hours shopping).

“The use of ‘click and collect’ this Thanksgiving holiday weekend highlights the growing popularity of omnichannel shopping,” said Jesse Tron, ICSC Spokesperson. “Even with competition from online retailers, the physical store continues to play a central role in the shopping experience, and this is not expected to change.”

Meanwhile, department stores and sporting goods/apparel retailers experienced the greatest increases in Black Friday foot traffic, according to numbers from Foursquare. Although Best Buy led the pack with 4.2 times greater traffic, J.C. Penney (4.1x), Macy’s (3.8x), Dick’s Sporting Goods (3.6x) and Sports Authority (3.5x) all benefitted.

Where are the shoppers? In bed
Brand performance marketing company HookLogic reports that overall Cyber Monday web traffic was significantly higher than 2014. The HookLogic platform, which drives product ads for brands and provides resulting sales attribution data across retailer sites such as Walmart, Target, Best Buy, and Macy’s, reports that Cyber Monday retail site traffic and conversions were up 6x and 9x respectively, compared to the typical daily average.

The company saw a dip in overall mobile traffic on Cyber Monday as shopping occurred at work and home rather than on the go, with mobile shopping coming in at 46 percent and desktop at 54 percent. Mobile traffic was highest at 6 a.m. ET on Cyber Monday as many shoppers browsed from bed before the workday began. The “mobile moment” — the biggest share in mobile e-commerce traffic, occurred at 7 a.m. ET on Thanksgiving Day, coming in at 71 percent (vs. desktop at 29 percent).

Conversion rates were highest from 9 p.m. – 10 p.m. ET on Cyber Monday, making that hour – the “gifting hour,” the biggest hour in U.S. online shopping history. This is the exact same time the peak occurred the past two years as shoppers finished up their workday, and were ready to make purchases.

According to ChannelAdvisor, Cyber Monday featured the highest conversion rates the company has ever seen, across all device types from smartphone to tablet to desktop. On Cyber Monday, smartphones accounted for 43 percent of traffic and a conversion rate of 3.04 percent, resulting in 24 percent of orders. Tablet traffic held steady at 12 percent, and conversion rates were 5.41 percent, driving 11 percent of orders. Overall, mobile drove 55 percent of total traffic and 35 percent of orders for Cyber Monday.

Computer traffic perked up a lot on Cyber Monday at 45 percent as consumers shopped from work, ChannelAdvisor found. Desktop computers also had a very strong conversion rate of 7.91 percent, driving 65 percent of orders.

Verizon Enterprise Solution‘s Retail Index reports a dip in Cyber Monday activity, on the other hand. Broadband traffic attributed to e-commerce shopping activities on Cyber Monday dipped dramatically from the Sunday Index (121 versus 97) and was actually 3 percentage points below average daily volumes, which was a similar trend last year. What’s more, mobile traffic attributed to online shopping was also down on Cyber Monday and was 1 percentage point below average daily traffic volumes.

“Following a flurry of online shopping activity over the weekend when consumers had more time to shop, Cyber Monday appears to have been emblematic of a more typical Monday,” said Michele Dupré, group vice president of retail, hospitality and distribution for Verizon Enterprise Solutions. “From here on out, retailers will need to be very creative in coming up with special offers that will spark consumer attention and then convert that interest into sales.”

Dupré believes the Verizon Retail Index findings demonstrate Cyber Monday is not what it once was. Consumers are now online daily as a matter of course and are being constantly bombarded by promotional offers from retailers that began in early November.  The challenge for retailers in the coming weeks will be to really understand and engage with their customer base and not be complacent with their promotional offers as they race to get rid of seasonal inventory and capture market share.

Loyalty’s alive and well
Retail brand loyalty is alive and at the heart of U.S. consumers this holiday season, according to UberMedia, a cross-screen mobile insights, advertising and measurement platform that combines more than 1.5 billion first-party mobile data signals. The company reports proprietary data surrounding its in-depth look at holiday shopping behavior, insights that were gathered from analyzing a sample of approximately 1.7 million U.S. shoppers who visited 13,000 retail locations during the Black Friday shopping weekend.

By far, one of the most interesting key learnings uncovered by UberMedia’s Mobile Behavioral Analysis was that although Black Friday holiday shoppers visited multiple stores, these early bird shoppers overwhelmingly visited the same retail locations they normally do on non-holiday shopping weekends.

“As the competition for holiday shoppers heats up, one thing is very clear: holiday shoppers are religiously visiting their favorite stores,” says Michael Hayes, chief revenue and marketing officer at UberMedia.

“This seems to indicate that the retail experience matters and that brand loyalty trumps ‘door buster’ deals from competitors trying to gain market share. As consumers, our mobile devices are always on, always connected, and always with us,” Hayes continues. “These mobile digital breadcrumbs are powerful signals of interest and intent that if analyzed can reveal powerful insights for retailers in understanding the heart of their holiday consumer and their shopping journey.”

UberMedia’s team of data scientists analyzed mobile behavior patterns of U.S. consumers who visited Walmart, Target, Macy’s, Nordstrom, J.C. Penney, Kohl’s, Best Buy, Home Depot, Lowe’s and other national retailers. Consumer visits to these retail locations uncovered interesting similarities and differences between Black Friday “deal seekers” versus shoppers on a typical weekend.

First and foremost, Thanksgiving day openings and overnight deals bring in a different crowd than the typical customer. These early-bird “deal seekers” tend to be less affluent (up to 4 percent lower median income and 9 percent less median house value).

However, by Sunday of the Black Friday holiday weekend, more affluent customers start their shopping. This could reflect the desire to stay home for the Thanksgiving holiday but still get a jump on the shopping season before the weekend is over.

Black Friday shoppers are willing to travel farther for deals; the median travel distance increased 16 percent from a typical weekend. JCP and Target shoppers had the largest increase in travel distance (15 percent), while Walmart and Home Depot shoppers had the smallest increase in travel distance (2 percent) when comparing Black Friday holiday weekend versus a typical weekend.

UberMedia’s cross shopping affinity analysis also revealed that Target customers are four times more likely to shop at Kohl’s than at Nordstrom, and Macy’s customers are twice as likely to visit JCP than Kohl’s.

This article was originally published by Jessica Binns for Apparel.

Black Friday: Brand Loyalty Trumps Door Busters, Says UberMedia

December 1, 2015 – GeoMarketing Brand loyalty was alive and well over Thanksgiving weekend as a majority of holiday shoppers visited the same retail locations they normally do, according to a report from cross-screen insights platform UberMedia.

UberMedia analyzed the mobile behavior patterns of 1.7 million U.S. shoppers who made purchases at Walmart, Target, Macy’s Nordstrom, and other national retailers over the holiday, finding that Black Friday “Deal Seekers” favored their preferred brands at non-holiday times — suggesting that loyalty offers and in-store experiences have more of an impact than deals alone.

“As the competition for holiday shoppers heats up, one thing is very clear, that holiday shoppers are religiously visiting their favorite stores,” said Michael Hayes, CRO and CMO at UberMedia. “This seems to indicate that the retail experience matters and that brand loyalty trumps ‘door buster’ deals from competitors trying to gain market share.”

In other words, shoppers still love to get a Black Friday bargain. But they’re more likely to do it at a store that has already earned their trust — meaning that providing things like loyalty rewards and in-store incentives all year long has a significant impact on the “Super Bowl” of shopping days.

Other key takeaways from the report, below:

  • Thanksgiving day openings and overnight deals bring in a different crowd than the typical customer. These early-bird deal seekers tend to be less affluent (up to 4 percnt lower median income and 9 percent less median house value).
  • By Sunday of the Black Friday holiday weekend, more affluent customers start their shopping. This could reflect the desire to stay home for the Thanksgiving holiday but still get a jump on the shopping season before the weekend is over, UberMedia suggests.
  • Even though the majority of shoppers prefer their local stores, Black Friday deal-seekers are willing to travel slightly farther; the median travel distance increased 16 percent from a typical weekend.
  • JCPenney and Target shoppers had the largest increase in travel distance (15 percent), while Walmart and Home Depot shoppers had the smallest increase in travel distance (2 percent) when comparing Black Friday holiday weekend versus a typical weekend.
  • UberMedia’s cross-shopping affinity analysis revealed that Target customers are four times more likely to shop at Kohl’s than Nordstrom, and Macy’s customers are twice as likely to visit JCPenney than Kohl’s, as revealed in UberMedia’s market chart, below.

This article was originally published by Lauryn Chamberlain for GeoMarketing