GEOPULSE AUDIENCES GUIDEBOOK

GEOPULSE AUDIENCES GUIDEBOOK

TABLE OF CONTENTSGeopulse Audience: Your Solution for Quality Audience Targeting. 5Build Your Own Custom Geopulse Audiences. 6Select from Ready-to-Use Geopulse Audiences. 8Geopulse Audiences: Categories & Subcategories. 10Geopulse Audiences: Sample Segments & Use Cases By Vertical .Retail .12QSR & Restaurant . 16Auto . 20Geopulse Audiences: List of All Segments .24How To Get Started.36The Location Strategy Team.38The Factual Advantage. 40Have questions? We have answers. Email us at strategy@factual.com3

YOUR SOLUTION FORQUALITY AUDIENCETARGETINGThe way people behave in the real world can reveal more about their needsand desires than online browsing behavior alone.Factual’s Geopulse Audience lets you target based on people’s real world behavior using the best dataavailable in mobile marketing — so you reach the right consumers with the right message, every time.DESIGN YOUR OWN HIGHLY-CUSTOMIZEDAUDIENCESBuild your own audiences based on nuancedbehaviors, including recency, frequency, andpatterns (like drives to work) using Factual’sself-service Geopulse Audience Designer. Orreach out to our Location Strategy Team forassistance at no additional cost.– or –SELECT FROM READY-TO-USEGEOPULSE AUDIENCESSelect from Factual’s Geopulse Audiences —a collection of over 600 audiences designedby our location experts—available in yourfavorite DSP, DMP, or ad buying platform.View our partners.Have questions? We have answers. Email us at strategy@factual.com5

GEOPULSECUSTOM AUDIENCESUse Factual’s self-service Geopulse Audience Designer to create your ownhighly-customized audiences based on mobile users’ real world behavior.Layer place-based audiences with Factual’s geographic, demographic,behavioral, and brand affinity segments to create the perfect audience foryour needs.GEOPULSE AUDIENCE DESIGNERCreate custom segments across a comprehensive set of observed real world behaviors. Target place based behavior including visitation to specific places, merchants, and chains. Specify desired frequency and/or recency of place visitation. Narrow targeting to specific times or days.LET OUR LOCATION EXPERTS HELPFactual’s Location Strategy Team helps with planning, targetingrecommendations, and custom segment creation at no additional cost.Reach out to strategy@factual.com any time.Have questions? We have answers. Email us at strategy@factual.com7

READY-TO-USEGEOPULSE AUDIENCESFactual’s Geopulse Audiences are a collection of over 600 ready-touse audiences designed by our location experts. Target users basedon specific places they visit, or select behavioral segments thatdescribe who they are based on their place visitation and behavioralpatterns over time.Factual’s Geopulse Audiences are available in your favorite DSP, DMP, orad buying platform. View our partners.GEOPULSE AUDIENCES: TOP-LEVEL CATEGORIESWHAT THEY DO:BRAND SHOPPERSPLACE CATEGORY VISITORSBrand Shopper segments describe mobile deviceusers based on real-world visits to specific, brandedlocations.Place Category Visitor segments describe mobiledevice users based on the types of places they visit.These segments describe users’ real-world visits tocategories of businesses and points of interest.WHO THEY ARE:BEHAVIORAL SEGMENTSBehavioral segments describe mobile device usersbased on their real-world behavioral patterns.DEMOGRAPHIC SEGMENTSDemographic segments describe mobile deviceusers based on their age, gender, parental status,race, and household income.Have questions? We have answers. Email us at strategy@factual.com9

GEOPULSE AUDIENCESTOP-LEVEL CATEGORIES & SUBCATEGORIESWHAT THEY DO:BRAND SHOPPERSWHO THEY ARE:PLACE CATEGORY VISITORSBEHAVIORAL SEGMENTSAUTOMOTIVEeg: Car Dealers and LeasingDEMOGRAPHIC SEGMENTSAUTOeg: In-Market Auto Intenders Eco-Friendly CarsAGEeg: Age 18-24FOOD & BEVERAGEeg: Coffee and Tea EnthusiastsGENDEReg: FemaleLANDMARKSeg: Urban ParksRETAILeg: Department StoresSOCIALeg: Sports BarsSPORTS & RECREATIONeg: Yoga and PilatesTRANSPORTATIONeg: Gas StationsTRAVELeg: Bed and BreakfastsSUBCATEGORIESOVER 120 BRANDSSUBCATEGORIESCOMMUNITY & GOVERNMENTeg: LibrariesRETAILeg: Fast Fashion ShoppersSUBCATEGORIESBUSINESSES & SERVICESeg: Beauty Salons and BarbersPARENTING (CHILDREN IN HH)eg: MomSOCIAL (LIFESTYLE & LIFESTAGE)eg: MillennialsHH INCOMEeg: Income 100-150kTRAVEL & TRANSPORTATIONeg: Public TransportationCommutersRACEeg: HispanicHave questions? We have answers. Email us at strategy@factual.com11

GEOPULSE AUDIENCESSAMPLE OF SEGMENTS FOR RETAILHere’s a sample of some segments that might be relevant to your retailcampaign. View the full list of over 600 Geopulse Audiences.WHAT THEY DO:WHO THEY ARE:BRAND SHOPPERSPLACE CATEGORY VISITORSBRANDRETAILFactual Geopulse Audience Brand ShoppersAce HardwareAmerican Eagle OutfittersAutozoneBarnes & NobleBed Bath & BeyondBest BuyBig LotsCostcoDick’s Sporting GoodsFamily Dollar StoreFamous FootwearFoot LockerGameStopJo-Ann Fabric and Craft StoresKmartKohl’sLane fice DepotOld NavySearsSephoraFactual Geopulse Audience Place Category Visitors Retail Arts and CraftsBeauty ProductsBicyclesBookstoresChildrenComputers and ElectronicsCostumesDance and MusicDepartment StoresDiscount StoresFashionFood & BeverageParty SuppliesPetsShopping Centers and MallsBEHAVIORAL SEGMENTSSOCIALRETAILFactual Geopulse Audience Behavioral Retail Factual Geopulse Audience Behavioral Social Activewear ShoppersBig Box ShoppersEco-Friendly Shoppers (Green Shopper)Electronics Shoppers (Electronics Buyer)Fast Fashion ShoppersHoliday ShoppersHome Improvement ShoppersLuxury Fashion ShoppersLuxury Goods Shoppers (Affluent Consumer)Mobile Phone ShoppersPet Owners and Pet Store ShoppersPharmacy ShoppersValue Conscious ShoppersVideo Game ShoppersCollege StudentsDisney EnthusiastsExpecting ParentsFamily Fun Lifestyle (Family Fun Activities)GolfersGym and Fitness LifestyleLuxury LifestyleMen’s LifestyleMillennialsNew Home OwnersNewlywedsYoung ProfessionalsSPORTS AND RECREATIONFactual Geopulse Audience Place Category Visitors Sports and Recreation GolfWater Sports BoatingYoga and PilatesHave questions? We have answers. Email us at strategy@factual.com13

EXAMPLE USE CASE: RETAILSCENARIO: A big box electronics retailer planning an upcomingholiday campaign promoting phones for moms on the go.TARGET AUDIENCE: Families.WHAT THEY DO:WHO THEY ARE:BRAND SHOPPERSPLACE CATEGORY VISITORSBRANDRETAILRETAILFactual Geopulse Audience Place Category Visitors Retail Computers and ElectronicsConsumers that have recently visited a place in the ComputersFactual Geopulse Audience Behavioral Retail Electronics Shoppers(Electronics Buyer)Consumers that frequentlyshop for products such asvideo games, mobile phones,connected televisions, andother electronics and techproducts.Factual Geopulse Audience Brand Shoppers Best BuyConsumers that have recently been to Best Buy.Factual Geopulse Audience Brand Shoppers AT&T StoreConsumers that have recently been to an AT&T Store.Factual Geopulse Audience Brand Shoppers TargetConsumers that have recently been to a Target location.Factual Geopulse Audience Place Category Visitors Retail Computers and Electronics Mobile PhonesConsumers that have recently visited a place in the MobilePhones category.BEHAVIORAL SEGMENTSSOCIAL(LIFESTYLE &LIFESTAGE)Factual Geopulse Audience Behavioral Social Family Fun Lifestyle(Family Fun Activities)Consumers that attendvenues like amusementparks, zoos, andaquariums.DEMOGRAPHIC SEGMENTSPARENTINGFactual Geopulse Audience Demographic Parenting - MomAGEFactual Geopulse Audience Demographic Age 35-44Factual Geopulse Audience Demographic Parenting - DadFactual Geopulse Audience Behavioral Retail Holiday ShoppersConsumers that are seenshopping during the holidays.Have questions? We have answers. Email us at strategy@factual.com15

GEOPULSE AUDIENCESSAMPLE OF SEGMENTS FOR RESTAURANTSWHAT THEY DO:WHO THEY ARE:BRAND SHOPPERSPLACE CATEGORY VISITORSBRANDSOCIALFactual Geopulse Audience Brand ShoppersApplebee’sArby’sBuffalo Wild WingsBurger KingChick-Fil-AChipotle Mexican GrillDairy QueenDomino’s PizzaDunkin’ DonutsFirehouse SubsIHOPJack In The BoxJamba JuiceJimmy John’sKFCLittle Caesars PizzaLonghorn SteakhouseMoe’s Southwest GrillOlive GardenOutback SteakhousePanera BreadPapa John’s PizzaPizza HutPopeyes Louisiana KitchenRed LobsterRed Robin Gourmet BurgersStarbucksHere’s a sample of some segments that might be relevant to your Restaurant,QSR, or Fast Food campaign. View the full list of 600 Geopulse Audiences.BEHAVIORAL SEGMENTSFactual Geopulse Audience Place Category Visitors Social Food and Dining Factual Geopulse Audience Behavioral Food andBeverage Bagels and DonutsBakeriesBreweriesCafes, Coffee and Tea HousesDessertIce Cream ParlorsJuice Bars and SmoothiesCandy and Sweets EnthusiastsCoffee and Tea EnthusiastsFast Casual DinersFast Food and QSR Diners (Quick Serve Restaurant Diner)SOCIAL RESTAURANTSFactual Geopulse Audience Place Category Visitors Social Food and Dining RestaurantsSOCIALFOOD AND BEVERAGETRAVEL AND TRANSPORTATIONFactual Geopulse Audience Behavioral Travel andTransportation Factual Geopulse Audience Behavioral Social College StudentsDating Lifestyle (Date Nighter)Family Fun Lifestyle (Family Fun Activities)Gym and Fitness LifestyleLuxury LifestyleLive Music Fans and Concert-goersLive Sports FansMen’s LifestyleMillennialsMoviegoersYoung ProfessionalsCar Commuters (Daily Commuter)Public Transportation Commuters (Daily Commuter)Business ast FoodFood TrucksItalianKoreanVegan and VegetarianHave questions? We have answers. Email us at strategy@factual.com17

EXAMPLE USE CASE: QSRSCENARIO: A leading fast-food chain promoting late night meal deals.TARGET AUDIENCE: Male, millennial consumers and college students.WHAT THEY DO:BRAND SHOPPERSPLACE CATEGORY VISITORSBRANDSOCIAL FOOD AND DININGFactual Geopulse Audience Brand Shoppers Jack-In-The-BoxConsumers that have recently visited a Jack-In-The-Box.Factual Geopulse Audience Brand Shoppers Burger KingConsumers that have recently visited a Burger King location.Factual Geopulse Audience Brand Shoppers McDonald’sConsumers that have recently visited a McDonald’s location.Factual Geopulse Audience Brand Shoppers Taco BellConsumers that have recently visited a Taco Bell location.Factual Geopulse Audience Place Category Visitors Social Food and Dining Restaurants BurgersConsumers that have recently visited a place in the BurgerRestaurants category.Factual Geopulse Audience Place Category Visitors Social Food and Dining Restaurants Fast FoodConsumers that have recently visited a place in the Fast Foodcategory.Factual Geopulse Audience Place Category Visitors Social BarsConsumers that have recently visited a Bar.WHO THEY ARE:BEHAVIORAL SEGMENTSFOOD ANDBEVERAGEFactual Geopulse Audience Behavioral Food andBeverage Fast Food and QSR Diners(Quick Serve RestaurantDiner)Consumers with locationhistory patterns that includefrequent visits to quick serverestaurants.DEMOGRAPHIC SEGMENTSSOCIAL(LIFESTYLE &LIFESTAGE)Factual Geopulse Audience Behavioral Social MillennialsConsumers whose agequalifies them as being amember of “Generation Y.”Factual Geopulse Audience Behavioral Social College StudentsCollege or graduatestudents that spend timeon campus.AGEFactual Geopulse Audience Demographic Age 18-24GENDERFactual Geopulse Audience Demographic Gender -MaleFactual Geopulse Audience Demographic Age 25-34Factual Geopulse Audience Behavioral Social Nightlife EnthusiastsHave questions? We have answers. Email us at strategy@factual.com19