Our past geo-targeted mobile ads had proven successful in lifting store visitation, but current geo-fencing technology lacked in-market targeting and accurate attribution capabilities. In other words, geo-fencing meant blasting ads to anyone in proximity to key stores.

Additionally, U.S. customers are most often locked into two year device contracts with carriers. So consumers who aren’t in the market for a phone may find it frustrating to receive ads just because they are near a store.

Geo-targeting was a waste to us as marketers and an annoyance to consumers. Thus, in order to increase traffic to retailers, we needed to invent a solution that served ads to consumers both near a store AND in the market for a phone.

We pioneered a self-service programmatic platform that combined audience data from three mobile media suppliers with our proprietary mobile DSP (Demand-Side Platform) to create precise segmentation. Our broad audience was now segmented so we could specifically connect with Android Users, Current Samsung Owners, Competitive Owners, Tech Enthusiasts and Photography Enthusiasts.

Although many geo-fencing campaigns narrow to 1/10th of a mile, we managed a data set made up of several components, such as satellite data, which allowed us to adjust the radius to one mile to accommodate our highly targeted audience.

We then built in a unique, customized measurement solution to track those exposed vs. a control group to understand conversion to store visits.

We revolutionized mobile geo-targeting, bringing it into the age of precision marketing. There is no singular solution offered in the marketplace right now.

Our measurement told us that our campaign directly drove nearly 300,000 incremental store visits, which was 7.5x higher than benchmark.

We even saw a 36% store visitation lift at Best Buy stores, an important consumer electronics retailer in the U.S.

Additionally, we saw a 68% reduction in CPMs.