VivaKi recently partnered with Factual to launch a unique geo-location marketing campaign. They have created a video case study showing how brands can use geo-location to boost awareness. In this particular instance, VivaKi was tapped by a well-known financial services company, with its iconic credit cards, looking to reach new consumers. In order to build awareness around the brand’s new prepaid debit card, VivaKi produced a targeted mobile campaign. Using Factual’s geo-fencing technology, which is built off Factual’s expansive database of places around the world, VivaKi pinpointed hundreds of US ATMs around the country where the prepaid credit cards are accepted. Then VivaKi created 200-500 meter radius geo-fences surrounding the ATMs. As mobile device users entered the geo-fences, they were served one of the brand’s prepaid debit card ads on their smart phones through Adelphic, a mobile DSP. The campaign ran for a month, delivering 2.2 million impressions and yielding a click through rate that was 56% better than the industry average for financial services. Check out the below video for the full report.
This past weekend, I had the privilege of returning to my alma mater, the University of Pennsylvania, for the tenth installment of PennApps. PennApps is one of the country’s largest student-run hackathons— an event where students gather from around the world to spend thirty six hours coding and building new products from scratch. Partnered with Andreessen Horowitz, Factual had the opportunity to send me and my coworker to serve both as mentors and judges for the incredible student teams.
Factual’s Geopulse Audience product assembles real-world profiles for millions of smart-phone users around the world. A suite of sophisticated geo-fencing, machine-learning, and heuristic methods are used to convert the user input, a set of lat/long records for a particular device, into a colorful description of the user. This description includes demographic, behavioral, and geographic information, such as a user’s age, income, ethnicity, whether they are a likely golfer, mattress shopper or electronics buyer, and which places they have visited over the past year.