MapQuest is Local From here to there and everywhere in between
WHO’S MAPQUESTING IT: WOMEN, LOCAL, TRAVEL 40 MULTI-PLATFORM UV’s 2B MILLION ROUTES USERS ANNUALLY 25M+ 30% APP DOWNLOADS 57% 43% > 50mi # 2 70% 44% MOMS < 50mi MAPPING PROVIDER 45% OF LOCAL ROUTES UNDER 50 MILES END AT A POI 40M+ 51% $3.8B (VS. AVERAGE MORE LIKELY TO PURCHASE INTERNET USER) eAddressables $75K+ 2.3x ONLINE Monthly HHI Spend 2.6x OFFLINE 34% HHI > $100K 2 Source: ComScore, MapQuest Internal Data
MapQuest Users Digital Behavior Composition Index – MapQuest Users’ Behavior vs. Average Internet User 180 179 177 176 171 168 168 163 156 153 152 149 147 146 145 131 100 3 Source: ComScore Media Metrix Cross-Visitation; *Social Networks is based aver comp index for FB, Twitter, and LinkedIn
MapQuest Users Go Local Est. Annual Routes (MMs) for Key Local Activities 45 Educational 40 Tourist Attractions 38 Restaurants Health / Pharma 34 30 Retail 24 Hotels & Motels Travel 17 16 Real Estate 15 Auto Related Finance 13 12 Golf 11 Business 45% Pharmacy/Grocery/Convience 11 8 Entertainment OF LOCAL ROUTES 7 Home Improvement ARE TO A POI Auto 6 6 Sports 5 Managed Care 5 Funeral Services Wedding 3 2 Beauty & Health Retailer 4 Source: MapQuest Internal Data, ComScore
MapQuest Users Purchase Local BUYER COMPOSITION INDEX (VS. AVERAGE INTERNET USER) OFFLINE PURCHASE BEHAVIOR Total 234 Event Tickets (Online Only) 410 Wholesale Clubs 370 Pet Food & Supplies 332 Beauty Supplies & Services 326 Home Improvement 307 Department Stores 304 Drug Stores 292 Restaurants 285 Groceries 285 Superstores 285 Home Furnishings 272 Gas & Convenience 269 Movies & DVDs 265 Fast Food 256 Telecommunication Services 254 Co ff ee Shops 225 Service & Parts 216 Consumer Electronics 184 Sporting Goods 176 Apparel & Accessories 167 5 Source: ComScore Purchase Study
Location Data Collected at MapQuest With 3.6MM App & 10.9MM Mobile Web Users, we are collecting location data every sec (350-600MM data points per day) – this includes lat/long, speed, bearing and altitude USA Chicago Manhattan Los Angeles Atlanta Washington DC Philadelphia 6 Sources: comScore Mobile Metrix June 2014, MapQuest GPS data
Use Case – McDonald’s Able to target various POIs (like McDonald’s) utilizing MapQuest ~19MM POI Database 7 Sources: MapQuest Internal Data
National Franchises at a Local Level Advertisers can leverage user behavior across searches, routes, and GPS location Search KW Terms - McDonald's (000s) Routes associated w/ McDonald’s (000s) 497.8 266.8 100.2 112.4 285.1 114.2 74.1 End Start Via Total Broad Re fi ned Exact % of Total Daily Avg. Daily UVs in the Search Queries by Result Type (MMs) Vicinity of a McDonald’s 23.9 96% 86% 91% 76% 17.3 Leverage 64% 48% GPS Data 10.7 39% 19% Restuarants QSRs McDonalds Restaurants 8 Sources: comScore, MapQuest Internal Data, MapQuest GPS data
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