PlaceIQ by emma195

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									Mobile Audience Targeting and Insight





          Drew Breunig

               Product

PlaceIQ is the mobile audience company

We leverage the context of location for smarter mobile advertising





                                              Tech Worker





                                                     Young Professional

                               Foodie

PlaceIQ is the mobile audience company

We leverage the context of location for smarter mobile advertising

Why is Location Important? 





          Loca%on	
  may	
  be	
  the	
  
       biggest	
  indicator	
  of	
  intent,	
  
              since	
  search.	
  
We See the World as a Set of 100M Tiles





                                         tos

                                     Pho              s

                                               sting
                                     Eve nt Li
                                                  

                                            ases
                                     P urch          ch

                                          ile Sear
                                     Mob
                                                ata

                                          ile D
                                     Mob           tent

                                          al  Con
                                     Soci             rest

                                          eo  f Inte
                                     Plac           rship
                                                          

                                            O wne
                                     Auto            ics

                                          og  raph
                                     Dem



                            Ingest & Normalize

Audiences are Found in Location Data





                        s
                       Middle Class Mom

                 Photo
                             tings

                 Eve nt Lis
                          ses
            Event listings for “children’s theater”

                 P urcha
                               arch

                 Mob  ile Se              Grocery and big box stores

                          Data

                 M obile           t

                           onten
                                          Searches for “salon” and “family dining”

                 So cial C            

                                erest
                         of Int           K-12 schools

                 Place
                                 ship

                        O wner
                 Auto             s

                                          1+ kids in home, HHI $50-125k

                           aphic
                 De mogr

      Data Analysis
                      Audience Output

How Does This Get Applied in Mobile?




                     Children’s Clothing Retail

                     Grocery & Big Box Stores

                     K12 Schools

                     Children’s Theater Events

                     Family Dining Searches



                         Middle Class Mom




               1
                                  2
                    3

Location Aware Ad-   PlaceIQ Determines                 Relevant Messaging is
     Request
             Audience
                           Delivered

CPG Client Example



     Middle Class Mom

                         A CPG brand wants to reach Moms




                              Casual Dining

                                                PlaceIQ finds Mom at home, and
                              Shopping
         throughout her day


                              Errands


Branding 

    Coupon
              Relevant messaging is delivered to each context

         Competitive




                                                We learn where and when each message
                                                succeeds

Does it Work?

Can PlaceIQ Actually Drive In-Store Sales?




     Client:

     Meguiars - Brand of 3M – Auto care products 


    Goal:

    Drive customers to retail, understand audience

PlaceIQ Defines the Audience 





                    Used Owners

                                   New Owners





  Auto Moments





                  Auto Shoppers
   Auto Commuters

Engaging, Targeted Campaign Delivered

Results: CTR & ROI




   Double the engagement of other networks


   •  109% uplift in click through rate in a/b comparison 



   118% increase in sales at the cash register


   •  Meguiars measured sales control vers exposed markets



   Able to identify top audiences by market


   •  Measure which specific audiences engaged most

   Results: Audience Insight


Insight – Discovering performant audiences in different markets




                         Cleveland, OH
                                Washington D.C.

                         Audiences: Low Income, Seniors
               Audiences: Blue Collar Workers, Military

                          Low	
  Income	
        0.92%
                                                    1.80%

                                                                         Blue	
  Collar	
  Workers	
  
                          Seniors	
                        1.87%
                                          1.79%

                                                                         Military	
  




                           Houston, TX

                           Audiences: College Students, Young Adult
    Orlando, FL

                                                                        Audiences: Family Life, Seniors

                             College	
  S.	
     0.75%

                                                                         Family	
  Life	
                  1.77%

                             Young	
  A.	
       0.80%

                                                                         Seniors	
                          1.87%

Executive Team



       Duncan	
  McCall	
  –	
  CEO	
           Drew	
  Breunig	
  –	
  Product	
  
       4	
  startups,	
  2	
  IPO’s	
           Annalect	
  (Omnicom)	
  
       PublicEarth,	
  IS	
  SoluHons	
         PHD	
  (Omnicom)	
  
       Lotus,	
  OTG	
  



        Steve	
  Milton	
  –	
  CTO	
           Jonathan	
  Lenaghan	
  –	
  	
  
        4	
  startups,	
  4	
  IPO’s	
          Data	
  Science.	
  Yale	
  PhD	
  
        Living.com,	
  Trilogy,	
  	
           Academia	
  &	
  Quant	
  
        Nuance,	
  ATG	
  



       Brian	
  Carroll	
  –	
  Opera%ons	
     Niladri	
  Batabyal	
  –	
  SoFware	
  
       Nielsen	
                                Goldman	
  Sachs	
  
       Akamai	
                                 MicrosoR	
  
Investors

              Thank you!





Drew Breunig | drew@placeiq.com | +1 925-708-8264


								
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