"Best Practices in Location-Aware Mobile Advertising" Presented by Greg Hallinan, CMO, Verve

1. The leader in location-aware mobile advertising

2. Introducing Verve
UNIQUE TECHNOLOGY UNIQUE INVENTORY UNIQUE DATA
Verve has developed the Access to broad reach of Verve location server
most sophisticated location- premium national mobile identifies the most relevant
aware mobile ad platform publishers and 91.8 million location data available on
available today mobile users* every impression
Mobile publishing platform Verve’s publishing technology Because of our proprietary
used by hundreds of premier gives it exclusive access to inventory we have not just
media companies to power premium brand-safe content more but better location data
their mobile web sites/ apps not available elsewhere
Our audience product
Multi-level location and combines our location
Providing contextual
audience targeting expertise and data with rich
relevance and in market
depth for location-aware demo and transactional data
Pioneers in complex for audience targeting
campaigns
dynamic location–aware ad
creative and executions
ABOUT US
Founded 2005, backed by Led by veteran mobile and Offices in
leading venture firms advertising executive team NY, DC, Chicago, LA, SF, Atlant
a, San Diego

3. Mobile is mainstream
• 327+ Million active U.S. mobile subscribers1
• Smartphone ownership has taken off
1/2 of U.S. adults use smartphones2
• Tablet ownership is on the rise
1/3 of U.S. adults now own tablets2 38 million
tablets will be sold in 20123
• Mobile advertising is set for stellar growth
U.S. mobile ad spend will reach $2.6 B this year
and is expected to double in size to $6.5 B by
20144
• Mobile outpaces online advertising
Achieves a greater lift for ad awareness, message
association, brand favorability and purchase intent
by nearly 400%5
1CTIA, 2Pew Research 3Forrester, 4eMarketer, 5Dynamic Logic

4. Mobile Adoption…Ridiculously Fast

5. Location: Fact vs Fiction
“Are we concentrating too much on ad targeting?”
-Brian Morrissey, Editor-in-Chief
Digiday Agency Summit 2012

6. Location, Location, Location . . .
In mobile, location is everything
Almost half of all mobile searches are
for location-aware information All of the top categories of mobile content consumption
have a strong connection to the users location:
News Entertainment
GOOGLE: 40% Dining / Going out Shopping
Navigation Sports
Weather Business
MICROSOFT: 53% Real Estate Travel
All mobile searches
took action
95% of smartphone users have 77%
looked for nearby information
contacted business after
accessing such info
88% within one day 79% use phone
for shopping
44% purchased
Source: Google, Microsoft

7. Location-based targeting
Verve specializes in developing the largest set of quality location data
for its proprietary Verve Location Service
Latitude & Longitude
WiFi network location
Zip (User Registration data)
Location-based content
Carrier IP
We focus on inventory with rich location data shared by the user, device or carrier
networkand inventory that has an endemic connection to the targeted location.

8. Location Data Comparison
Verve specializes in developing the largest set of quality location data
for its proprietary Verve Location Service (VLS)
5%
CITY BLOCK LEVEL
Lat / Long
WiFi 20%
30%
Zip / User reg.
Location-based content
20%
Carrier IP 20%
20%
55%
20%
10%
VERVE METRO LEVEL COMPETITORS
The VLS parses every impression and derives the best available location data whether shared
by the user, device or carrier network or from inventory that has an endemic connection to the
targeted location (e.g. traffic / weather / news)

9. Location Targeting Defined
Geo-Fence: The process of defining a specific physical
location (e.g. store) and determining a fixed radius (i.e
“fence”) around the location for targeting purposes. A
consumer inside this area would be served an
advertisement, while a consumer outside this area would not.
Geo-Aware: The process of determining a consumer’s
location relative to a physical point or points of interest (e.g.
store location), allowing the advertiser to recommend certain
actions based on the consumer’s relative position.

10. Location-Based Targeting
Within a single campaign, executions may vary based on the quality
of the location data
ACCURACY: BLOCK LEVEL
ACCURACY: METRO LEVEL
EXECUTION: GEO-FENCE
EXECUTION: GEO-AWARE
If Verve Location Service (VLS) receives block-level data (lat/long &WiFi), we can provide dynamic
messaging within geo-fenced campaigns that can display more precise location messaging.
If VLS only receives metro-level data (carrier IP), the dynamic messaging will display all locations, to cover
a broader area via a geo-aware campaign.

11. Geo-Aware Dynamic Ads

12. Geo-Fence: RadioShack

13. Geo-Fence: west elm

14. Geo-Aware: Burger King Dynamic

15. Best Practices: Location Targeting
1. Not all location data is created equal
1. Set an appropriate radius based on store density
1. Know when to use Geo-Aware vs Geo-Fencing
1. Leverage Geo-Aware to augment and refine Geo-Fencing
1. Limit use of additional targeting variables when applying
location targeting, run multilevel plan instead
1. Audience clusters are only as good as your location data

16. Thank you…now let’s go ski!
Greg Hallinan
Chief Marketing Officer
(760) 479-0055
greg@vervewireless.com
@ghallinan
@vervewireless