By Dominique Fyson, Strategic Account Director
As part of the Digital Academy series, last week Posterscope hosted a Mobile and Location session, the final in a 4-part mobile series led by Fetch.
The aim of the session was to demonstrate how Posterscope are using mobile in the OOH industry and Strategic Account Directors Dominique Fyson and Brad Gilbert covered 4 key areas:
Planning OOH using mobile data:
Thanks to smart phones, we now have access to large data sources that allow us to break away from traditional audience demographics, and enable us to plan based on behaviours and interests. To achieve this we have created a number of partnerships in order to access a variety of mobile data. Firstly our exclusive partnership with EE gives us access to telco data. Secondly our partnership with tech start-up Locomizer gives us access to both social and mobile GPS data.
Alongside planning OOH more efficiently, we are now using mobile data to build out our location expertise, beyond planning posters and digital screens. So we are using this granular mobile data to truly understand different audiences, where they are, what they are doing and where they are going. We know that location analysis is becoming increasingly important to all of our clients, so we are constantly building and evolving this offering, and offering insights and services that go beyond the media plan.