Mobile Delivers Strong ROI for Adver6sers. Jason Peaslee- Managing Partner, Thrive Analy6cs Hynek Stehno- VP Digital Services, SMG Local Spectrum

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1 Mobile Delivers Strong ROI for Adver6sers Jason Peaslee- Managing Partner, Thrive Analy6cs Hynek Stehno- VP Digital Services, SMG Local Spectrum

2 About us Jason Peaslee, Managing Partner Thrive Analy6cs is a leading data analy6cs, digital marke6ng research and customer engagement consul6ng firm. With clients spanning leading na6onal brands as well as publishers and agencies serving the small business community, we help clients connect the dots between the offline and online world. Hynek Stehno, VP Digital Services SMG Local Spectrum is a group of highly specialized loca6on- level media experts. We excel in naviga6ng brand driven consumers who are close to making a buying decision through the constantly evolving maze of local digital and mobile plamorms as well as and tradi6onal offline media. 2

3 Over half of the 6me spent online is with mobile devices. Source: emarketer, April

4 These always on consumers are changing the ways marketers have to reach them... Mobile phone users check their phones 100X daily. Source: Mobile Posse and Phoenix Marke6ng Interna6onal,

5 Consumers are using mobile devices to find local informa6on... 60% of consumers use mobile devices to find informa6on on local products and services- 40% are on- the- go Source: Thrive Analy6cs,

6 The smart use of data is the only way to keep up, especially with mobile... 39% of agencies are using loca%on based data to target mobile consumers. Source: Econsultancy and Responsys,

7 Consumers are willing to share loca6on info 70% of consumers will share loca%on informa6on if they get something of value in return such as a deal/coupon, loyalty points or other forms of rewards. Source: Thrive Analy6cs,

8 Mobile ads can be targeted to standard and nonstandard geographic areas 2014 Mobile Ad Projec7on: $14- $15 Billion 30-40% Mobile Ad Revenue LAT/LONG ZIP DMA, MSA CITY STATE COUNTRY Six degrees of loca7on targe7ng Source: Opus Research; emarketer,

9 Ways brands use loca6on data to serve mobile display ads Geo- aware: Detects the real- 6me loca6on of a mobile user, and dynamically serves a loca6on- appropriate message. Example: A geo- aware ad may tell users their distance from a specific loca6on. Design of the ad may also adjust to fit local condi6ons, season, weather, events and so forth. Geo- fencing: Sets a perimeter around a physical loca6on and serves ads only to mobile users in that area. Crea6ve message may or may not acknowledge a user s loca6on or include loca6on- based features such as a store locator. Geo- conques7ng: A varia6on of geo- fencing, where a perimeter is set around a compe6tor s loca6on. Ads are served only to mobile users in that area. 9

10 We ve mined LSA s Metrics that Ma,er database to find key trends The Metrics that Ma5er Database is the only research tool of its kind that leverages real campaign results from across local media channels to provide a comprehensive view of local media performance, so local adver6sers can make smarter decisions for their clients on local media buys. HIGHLIGHTS: Focus on Mobile Display, Mobile Search Advertising, Search Advertising, Internet Yellow Pages and Print Yellow Pages results. Future updates will add Social and other platform results. Insights and reporting at the campaign, geography, and category level for major forms of local advertising A series of competitive intelligence tools including an ROI Calculator to inform business decisions Easy-to-use, self-serve capability with 24/7 access 10

11 Loca6on data li/s mobile ad performance Geo- Targeted Mobile Display Performance (CTR) 0.65% 0.82% 0.82% 2X Industry Average Industry Benchmark (0.40%) DMA/Zipcode Based Geo- Fence Geo- Aware Source: Local Search Associa6on, Metrics That Maier Database, April

12 We see this across all types of categories Geo- Targeted Mobile Display Performance (CTR) 1.09% 0.98% 0.84% 0.64% 0.61% 0.73% Industry Benchmark (0.40%) Financial & Insurance Healthcare Home & Trade Services Professional Services Retail Technology Services Source: Local Search Associa6on, Metrics That Maier Database, April

13 However, measuring effec6veness requires mul6ple metrics Geo- Targeted Mobile Display Secondary Ac6on Rates Secondary Ac6ons 10.00% 12.00% ~3X Industry Average Drive Tos 5% Descrip6on 2% 6.50% Industry Benchmark (5.0%) More Info 40% Maps Tos 53% DMA/Zipcode Geo- Fence Geo- Aware Maps Tos More Info Drive Tos Descrip6on Source: Local Search Associa6on, Metrics That Maier Database, April

14 Some categories are performing beoer than others Geo- Targeted Mobile Display Performance (Secondary Ac6on Rates) 7.23% 6.73% 7.28% 5.63% Industry Benchmark (5.0%) 2.56% 1.12% Financial & Insurance Healthcare Home & Trade Services Professional Services Retail Technology Services Source: Local Search Associa6on, Metrics That Maier Database, April

15 Used case: Insurance ver6cal study Geo-Targeted Mobile Display data calculated for 1,500 local & national insurance advertisers. Targeting for ads are based on zip codes, radius or DMAs. Geo- Targeted Mobile Display Ads Number of Adver6sers 1,500 Average CTR (Click Through Rate) 0.64% Average Secondary Ac6on Rate 2.56% Projected Annual Profit Generated $5,276 Projected Annual ROI 10:1 ROI Metrics: Annual Customer Value: $1,092 Profit Margin: 20% Conversion Factor: 2% Source: Local Search Associa6on, Metrics That Maier Database, April

16 Key Takeaways Consumers habits have changed Loca7on data is a powerful tool Enhanced targe7ng improves performance You are not alone 16