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Location-BasedMobile Advertising:Q2 HighlightsQ2 2013
Highlights from the PayPal Media NetworkLocation Based Mobile Advertising Q2Report include:Geo-fencing increases mobile ad campaign CTRperformance. The biggest increase was in the convenience& gas vertical which saw a 68% lift.40% of all geo-fenced campaigns are from apparelretailers and big box retailers.57% of landing page clicks were comprised oflower-funnel actions such as click to map and click to call.PayPal Media Network provides targeted advertising solutionsenabling retailers and brands to drive commerce.Quarterly Report Q2 20132
Geo-Fencing Boosts PerformanceGeo-fencing provided an 8% lift in CTR on average compared to campaigns that didn’tutilize location-based targeting. The Convenience & Gas vertical saw the greatest boost,with a 68% lift in CTR from geo-fencing. Financial Services and Big Box Retailers roundedout the top three.ALLCTR average ofnon-geofencedcampaigns8%68% 60% 17%Source: PayPal Media Network, Q2 2013Competitive ConquestingBoosts CTRCompetitive conquesting is when advertisersgeo-fence their competitors’ locations.Quarterly Report Q2 201312%Average performance liftfor campaigns that utilizecompetitive conquesting1
Proximity MattersMobile users who were located within 1-10 miles of an advertisedlocation were most likely to engage with an ad.0.82% 0.82%0.81% 0.81% 0.81%0.80% 0.80% 0.80% 010-1515-200.69%20 milesSource: PayPal Media Network, Q2 2013InsightProximity is key in the Financial Servicesvertical, which had its best performance inthe 1–4 mile distance band.Quarterly Report Q2 20132
Top 10 Geo-Fenced CitiesNew York was the most targeted city on our network, with almost twice as manygeo-fenced impressions as Los Angeles, the second most targeted city on our network.ChicagoLos AngelesNew York CityPhiladelphiaLas VegasDallasSan AntonioHoustonOrlandoMiamiSource: PayPal Media Network, Q2 2013Quarterly Report Q2 20133
Mobile Advertising DrivesLower-Funnel ActionsGeo-targeted campaigns showed a strong effect on actions associated with purchaseintent, with over half (57%) of landing page clicks comprised of lower-funnel actions –Click to Map, Click to Call, Click to View Product, or Click to Coupon.OtherClick to shopClick to mapApp download4%Click to visit website3%8%20%5%Click to coupon5%18%9%Click to callClick to select location13%14%Click to learn moreClick to view productSource: PayPal Media Network, Q2 2013Quarterly Report Q2 20134
Who is Leveraging Geo-Targeting?1.2.3.4.5.6.7.8.9.10.Top 10 VerticalsRanked by Number ofGeo-fenced ImpressionsApparel RetailersBig Box RetailersQuick Service RestaurantsCable, Phone, & Internet ServicesFamily Style RestaurantsComputers & InternetSpecialty RetailersConvenience & Gas RetailersGambling & LotterySports & RecreationSports & RecreationGambling & LotteryConvenience & Gas Retailers3%Specialty Retailers2% 2%Apparel Retailers4%Computers & Internet2/58%campaignsRestaurants – Family Styleallof7%21%11%21%Cable, Phone & Internet ServicesBig Box Retailers15%Quick Service RestaurantsSource: PayPal Media Network, Q2 2013Apparel & Big BoxDominate Q2Apparel and Big Box retailers were the topverticals leveraging geo-fencing on ournetwork last quarter, together comprisingtwo-fifths of location-based impressions.Travel & Transportation were the most likelyto leverage location-based targeting.1/2 of Travel & Transportation campaignsutilized geo-fencing.Quarterly Report Q2 20135
Case Study: Best Western WAobjectiveIncrease traffic to Best Western’s one-click access reservationbooking enginesolutionGeo-fence around Best Western and its top 3 competitorsas well as airports in Washington. PPMN’s location-dynamictechnology automatically populated the user’s proximity to thenearest Best WesternRESULTS.95%2.3%Overall CTRCTR on highest engagement dayRead more about this campaign in Mobile Commerce DailyQuarterly Report Q2 20136
Location Based Mobile Advertising Q2 Report include: Geo-fencing increases mobile ad campaign CTR performance. The biggest increase was in the convenience & gas vertical which saw a 68% lift. 40% of all geo-fenced campaigns are from apparel retailers and big box retailers. 57% of landing page clicks were comprised of
