During an economic downturn, ad market dynamics and ad buyer behaviors shift. Amid these changes, it’s critical for consumer brands to continue to advertise. Marketers and the agencies that work with them can continue to drive growth through smart segmentation, even while the economy softens. The key is to focus on where you get the best results, using channels that enable flexibility and targeting audiences that show intent. In this presentation, Dan Dillon, VP of Marketing at Reveal Mobile, provides practical and actionable guidance for advertising to audiences who are most likely to convert. You will learn: - Three audience segments you can geotarget to fit your campaign goals. - What advertising channels give you the most flexibility and the best return. - How to measure results in the context of recessionary consumer behavior. Bonus: We’ll share how to find a wide range of high-intent consumer audiences when most people are staying home.

1. How Agencies & Advertisers
Can Make the Most of Paid
Media Right Now
Dan Dillon
#SEJWebinar
@mobileaudiences

2. About Me
VP of Marketing at Reveal Mobile
Demand generation, content marketing,
product marketing, branding
Cerner, Perceptive Software, Lexmark
Dan Dillon
#SEJWebinar
@mobileaudiences

3. #SEJWebinar
@mobileaudiences
BIG PICTURE – TIMES ARE TOUGH

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@mobileaudiences
ADVERTISING ENVIRONMENT
• Spending has
declined
• Digital -30%
• Traditional - 44%
• Many budgets are
paused, new
bookings slowed
• 73% new or modified
creative/messaging
*IAB Corona Virus Ad Spend Research Report 4/29/20

5. #SEJWebinar
@mobileaudiences
WHAT HAPPENS TO ADVERTISING DURING A RECESSION
Buyer Behavior
Stop all
spendin
g
Let’s hit
pause.
Let’s come out
of this
stronger.
Spend in channels
with flexibility

6. #SEJWebinar
@mobileaudiences
WHAT HAPPENS TO ADVERTISING DURING A RECESSION
Market Behavior
• In April, Facebook’s
average CPM fell to $1.95
• Two-thirds of advertising
sellers have seen ad rates
decline since COVID

7. #SEJWebinar
@mobileaudiences
WHAT HISTORY TELLS US WE SHOULD DO
1930
vs.
20081991
FMCG QSR Auto
vs.

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@mobileaudiences
WHAT EXPERTS TELL US WE SHOULD DO
Source: Coronavirus Ad Spend Impact: Buy-Side Trends, March vs. April

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@mobileaudiences
WHAT EXPERTS TELL US WE SHOULD DO
Source: Covid’s Impact on Ad Pricing report

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@mobileaudiences
WHAT EXPERTS TELL US WE SHOULD DO
Source: Coronavirus Ad Spend Impact: Brands, Agencies & Other Buyers, April 2020

11. #SEJWebinar
@mobileaudiences
Source: Borrell Small & Medium Business Panel April 2020 COVID-19 Marketing Impact Study
SMBS ARE GROWING MORE OPTIMISTIC
Q. Over the next six months, do you expect your business will spend more or less money on advertising
than it did in the past six months?

12. #SEJWebinar
@mobileaudiences
LARGE PENT-UP DEMAND

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@mobileaudiences
AUDIENCES YOU CAN GEOTARGET
1. Your own visitors
One-click
Retargeting
campaign

14. #SEJWebinar
@mobileaudiences
AUDIENCES YOU CAN GEOTARGET
2. Your competitors’ visitors

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@mobileaudiences
AUDIENCES YOU CAN GEOTARGET
3. Locations your ideal target visits

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@mobileaudiences
POLL: HOW DO YOU USE LOCATION-BASED MARKETING
TODAY?
A. Retarget people who visited my or my client’s locations
B. Target people who visited competitors' locations
C. Build audiences based on other locations people visit
D. I don’t use location-based marketing
E. I use it but not in the ways listed here

17. #SEJWebinar
@mobileaudiences
FINDING HIGH-INTENT AUDIENCES WHEN FOOT TRAFFIC IS DOWN
Grocery Store Visitors
• Brands that offer grocery or home goods delivery
• Stores that offer online shopping and pick up services
Home Improvement and Hardware Store Visitors
• Brands that sell furniture, décor, container gardening
• Craft-oriented brands target DIY’ers

18. #SEJWebinar
@mobileaudiences
FINDING HIGH-INTENT AUDIENCES WHEN FOOT TRAFFIC IS DOWN
Parks and Trail Visitors
• Outdoor equipment and apparel brands, fitness centers, gyms
• Vacations for outdoor enthusiasts - national parks
Pet Supply Store Visitors
• Pet owners
• Pet food brands, groomers, pet adoption organizations

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@mobileaudiences
FINDING HIGH-INTENT AUDIENCES – PET OWNERS

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@mobileaudiences
FINDING HIGH-INTENT AUDIENCES – PET OWNERS
Audience: Albuquerque pet owners

21. #SEJWebinar
@mobileaudiences
Liquor Store Visitors
• Online liquor sales and subscription services
• Local breweries, distilleries and wineries promote their products in
stores
Truck Rental Location Visitors
• Target people who are moving and need new home essentials
• Furniture, dishes, paint, bedding, home decor, trash cans, paper towel
holders etc.
FINDING HIGH-INTENT AUDIENCES WHEN FOOT TRAFFIC IS DOWN

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@mobileaudiences
FINDING HIGH-INTENT AUDIENCES – PERSONAL CARE

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@mobileaudiences
FINDING HIGH-INTENT AUDIENCES – PERSONAL CARE
Audience: Everyone in Kansas City whose hair SuperCuts can cut

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@mobileaudiences
POLL: WHAT IS YOUR BIGGEST BUSINESS
PROBLEM?
A. Getting foot traffic insights
B. Creating and using location-based audiences
C. Using data to power media buying
D. Understanding how paid media impacts foot traffic
E. Something else

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@mobileaudiences
MESSAGING YOUR AUDIENCE WANTS AND NEEDS
✓Answers
✓Safety
✓Clear and Direct Communication
✓A Path to Returning to “Normal”

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@mobileaudiences
MEASURING RESULTS IN CONTEXT