Location Based Marketing In The Age Of Data

Andy will be speaking on the latest trends in using intelligent out of home that leverages the tried and true benefits of the media combined with a new era in location based, data enabled marketing techniques.

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2. Welcome to the united states of audiences

3. Increased time spent in ad-free environments CUTTING THE CORD Ad blockers are on the rise BLOCKING ADS Growing distrust in walled gardens of Facebook & Google  DISTRUST Attention spans are dwindling while media clutter rises DISTRACTION 3 The age of DISRUPTION SOURCE: NYT, BUSINESS INSIDER

4. 4 *Source: Magna Global 2017 Radio Newspaper Magazine 15.7% 17.2% 4.2% TV 2% Trending decline in traditional media channels

5. 5 Radio Print TV *Source: Magna Global 2017 OOH 2.1% Meanwhile OOH Continues to grow Led by the disruption of digital

6. 6 4 100% viewable

7. WE reach 71% of the us population each week with 400K canvases. 7

8. 8 Out of home is the ultimate location based media

9. 9 A new way to plan Shift from analyzing data about the location of the asset To understanding data about the audience that intersects the asset 8:00AM – Cafe 12°58’13”N/77°37’27”W 7:00 PM – Home 12°58’25”N/77°37’57”W 9:00 AM – Work 12°58’37”N/77°37’29”W

10. 10 Analyze massive sets of anonymized location data from mobile devices Use where they live, work, and play Understand what they are, without ever knowing who they are Audience Data

11. Line 11 Data is ingested and fused together into our Data Management Platform Associated against OUTFRONT assets via our integrated planning tool “smartSCOUT” DATA ASSETS DATA MANAGEMENT PLATFORM Dmp empowered ooh

12. 12 Target segmentation = OUTFRONT Inventory = HOME 11B Affluent Households TOP PROFESSIONALS 02Y Taking Hold Career building 01y starting out Collegiate crowd 12b Comfortable Households Work & play Home location correlated against AXCIOM segmentation at census block level

13. 13 = HOME = OUTFRONT Inventory 11B Affluent Households TOP PROFESSIONALS 02Y Taking Hold Career building 01y starting out Collegiate crowd 12b Comfortable Households Work & play Devices cross-tabulated from home location to intersection points within OUTFRONT Inventory Impression Opportunities

14. people are connected and on the go 14

15. Kia Stinger 15 170K Social posts within 25 hours 16.7M Social impressions

16. 16 Mustang pony personalizer 220k Customers reached on Twitter 425k Press impressions

17. 17 SOURCE: OCEAN NEUROSCIENCE

18. AUDIENCES PROXIMITY Reaches users with the real-world visitation behavior as your target audience, up to 90 days lookback. Parents Sports Enthusiasts Big Box Shoppers Or specific brands: Starbucks Home Depot BMW Walmart And many more… Targets users within a defined geographical boundary to impact immediate and future behaviors. OOH Ads Storefronts Competitors Points of Interest Events Neighborhoods Highway Rest Areas Zip Codes And many more… +

19. Cost per showroom visit 19 Drove 2,100 showroom visits 2 x the campaign’s initial goal

20. 20 Measurement standards as a common currency Impressions/CPM Audiences Programmatic

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