How Location Boosts CPM's for Mobile, Web, and More

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David Staas (JiWire)
Business & Strategy Ballroom F

NearbyNow (mobile developer) and JiWire (location-based display advertising) have been working together to create a spectrum of eCPM’s for location-based advertising to determine where location has the most “value”. These create a digital spectrum that has patterns similar to traditional location-based media (out of home, billboards, radio, etc.), but carve a niche much more refined.

Examples will include:

- targeting business travelers in airports, Starbucks, and hotels - targeting active shoppers in shopping malls - how mobile Apps imply intent of the user, and can help demand eCPM’s 3-5x higher - using real-time inventory information to only suggest products that a user may buy/fit into, and how that affects eCPM - using location for re-marketing, such as targeting the same business traveler across multiple venues, or the same shoppers across multiple apps

We will compare the digital spectrum to the traditional spectrum, identify the outliers and surprises, and forecast what this could mean for the next 3-5 years.

David Staas


David Staas brings to JiWire more than 13 years of marketing and product management experience in the mobile and advertising industries. David comes to JiWire from Ad Infuse, a leading pioneer in mobile advertising, where he was vice president of marketing. At Ad Infuse, David helped build a premium network and platform business with leading mobile operators.

Prior to Ad Infuse, David led the global product marketing team at Openwave Systems, responsible for a product portfolio with established mobile and broadband telecommunications providers in the Americas, Europe, and Asia. David has a bachelor’s degree in architecture from the University of Virginia and a master’s degree in business administration from the Fuqua School of Business at Duke University.

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