How Mobile Location Data Is Ushering in the Next Era of Brick-and-Mortar Business

July 21, 2016 – PCMagStart-ups like Glympse and UberMedia are using location sharing, mobile behavior data, and new geofencing technologies to change the way physical businesses engage customers.

The e-commerce boom is a byproduct of the internet age. The Amazons and Alibabas of the world let consumers browse, shop, and buy anything their heart desires in minutes, with a few clicks of a mouse or taps on a screen. Online sales during shopping events like Black Friday and Cyber Monday rise every year—along with the percentage of e-commerce sales making up every retailer’s profit margin.

What’s not talked about nearly as often is how that same ease of use and access to technology—mobile tech in particular—is changing the way businesses attract, engage, and drive customers to the point-of-sale (POS). We’ve seen the ubiquitous power of smartphones at work during the Pokémon Go craze, driving droves of trainers to Pokéstops, gyms, and any local business that drops a Lure; mobile innovations in brick-and-mortar businesses are everywhere and have been for a while.

To continue reading, please visit PCMag

UberMedia Launches New Tool To Enhance Geo-Targeting

July 15, 2016 – MediaPost – The cross-screen mobile advertising firm UberMedia  on Wednesday announced a new location data targeting and measurement tool, Optimal GeoSpace.

UberMedia uses behavioral data on mobile to inform actionable business intelligence, measurement and advertising.

Developed for retailers and real estate brokers/developers, the new tool, which is still awaiting its patent certification, aims to enhance the customization of geofencing used in geo-targeted campaigns.

To continue reading, please visit MediaPost

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.”


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