Hosted by Local Search Association and SIINDA, this presentation was given at the 2018 Place Conference in London, June 15, 2018.

1. O2 and Subway - Combining Traditional & Digital Media with Location Analytics
Mobsta and Global DAX

3. How we do what we do.

4. 1. Immediate targeting 2. Adding coverage 3. Re-targeting later
Complimenting Offline. This falls into three approaches, targeting immediately, adding
coverage or retargeting later near a relevant location

5. Each group is compared to understand the impact of the campaign on increasing store visits
Engagers Exposed Control
Store visit rate. Demonstrating campaign performance by comparing post exposure behaviour
of three groups tracked by GPS

6. Audio content consumed on a connected device
RADIO
STREAMING
MUSIC
STREAMING
PODCASTING
DAB is not streamed via a connected device

7. 10.8million
31million
Actual Forecast
Site Behaviour: MIDAS Survey Spring 2018
24.8
million
45% of the population
2012 2013 2014 2015 2016 2017 2018 2019 2020

8. z
12.1
HOURS
a week listening
Source: MIDAS Survey Spring 2018

9. “youtube for sound” Current AffairsHit Music
UrbanClassical MusicPodcasts
Indie Music
UGC - Special Interest
Radio Platform
Rock Music
“one of the best streaming services”
Mood Based
Streaming Service
Electronic Music
Streaming Service
Fun, Family, Feelgood
180 AUDIO PUBLISHER BRANDS
Podcasts

10. AUDIENCE
SCALEREPORTINGOPTIMISATIONTARGETING
AD
SERVINGFORMATS PROGRAMMATIC
18m
WE CREATED DAX TO GIVE ADVERTISERS ACCESS TO THE MARKET,
AT SCALE
ADVERTISER

11. @thisisdax
“...on-demand audio allows
you to consume content while
you go about living your life.
You don’t need to be tethered
to a chair, eyes glued to a
screen...
You can listen while you jog,
do the laundry, or perform a
multitude of tasks that you
can’t do while reading or
watching a video”
McKinsey & Company

12. 92%of listening is done
while partaking in another activity
Source: Touchpoints

13. Objectives
LOCATION TARGETING AUDIO TO STORE LOCATIONS
Source: MOBSTA
Increase sales of the new Samsung mobile phones by
driving consumers in store to find out more

14. Set a geo-fenced
perimeter around all of
O2’s stores and poster
sites across the UK
1.
Using device IDs, we tracked the
movement of the audience to
measure store footfall
3.
Targeted ads to DAX
listeners who walked
into those perimeters
2.
Source: MOBSTA
LOCATION TARGETING AUDIO TO STORE LOCATIONS

15. of those exposed to the
advertising within the
geo-fenced area went
into an O2 store.
2%
Source: MOBSTA

16. of those exposed to the
advertising within the
geo-fenced area went
into an Subway store.
2.5%
Source: MOBSTA

17. AUDIO AND FOOTFALL TRACKING
Location targeted audio drives footfall
Its not just a tactical tool
Location powered insights can inform planning

18. We have also worked with large Static media placements, like the Piccadilly lights,
demonstrating their effect on driving store visits and shifting awareness
We are identifying real world offline exposure using
our telco data that means we see people as much as
600 times a day.
Allowing us to demonstrate the impact of exposure to
offline channels on visits into stores or shifts in brand
metrics

19. We can also use our platform to understand the effect of moving media on raising
awareness and increasing purchase intent
Our platform is able to identify the audience
exposed to Taxi media by combining two data
sets.
Device location and taxi location, which is
constantly shared by a box in the moving
vehicle

20. MediaCom harness Mobsta’s location data to improve planning and buying
efficiencies of digital OOH
We are also using location data to
improve planning and buying efficiencies
for OOH
Showing when audiences are seen near
certain DOOH sites on an hourly basis

21. THANK YOU.