MaxPoint iMedia Brand Summit Presentation

When  Cookies  Go  Stale:  What  the   Future  of  Digital  Adver:sing  Looks  L   September  9,  2014     Casey  Priore    |    Director  of  Sales    |    MaxPoint    

Are  cookies  dead?  

Actually,  cookies  are  like  disco.  

What’s  your  business  goal?  

ADVERTISE  TO  NEW  POTENTIAL  CUSTOMERS     Cookies  only  reach  a  small  porQon  of   consumers.    

LOCATE  THE  RIGHT  CONSUMERS     Cookies  can’t  provide  a  complete   picture  of  a  consumer.  

BALANCE  CONSUMER  TOUCHPOINTS     Cookies  are  great  for  retargeQng—but   can  cause  ad  faQgue.  

REACH  CONSUMERS  ACROSS  CHANNELS     Cookies  have  limited  uses  on  mobile.  

MEASURE  YOUR  RESULTS     Cookies  can’t  be  used  for  measuring   mobile.  

So  where  do  we  go  from  here?  

 

Enhance  naQonal  adverQsing  using   neighborhood  precision.  

Hyperlocal  Advantages  

AdverQse  to  new  potenQal  customers.     Locate  the  right  consumers.     Balance  consumer  touchpoints.     Reach  consumers  across  channels.     Measure  your  results.  

BOOST  IN-­‐STORE  PRODUCT  SALES    

Goal:  Drive  sales  of  grilling  products  in  stores     Strategy:  Use  hyperlocal  targeQng  to  reach  the   right  consumers  in  the  right  places  at  the  right   Qme     Results:  3x  increased  engagement  rate  

DISCOVER  NEW  PROFITABLE  AUDIENCES    

Goal:  Generate  orders  for  online  clothing  store     Strategy:  Combine  hyperlocal  digital  adverQsing   with  real-­‐Qme  data     Results:  32:1  ROI  

Advice  for  the  Future  

Leverage  mulQple  data  sources.       Focus  on  goals,  not  just  technology.     Use  cookies  strategically,  not  foundaQonally.  

QuesQons?