Mobile meets OOH is the sweet spot for location-based marketing

Location-based marketing combines the best of online and offline, of narrowcast and broadcast, of the real world and the virtual world.

The use of location in targeting marketing communication is not a new phenomenon but, fuelled by the explosion of mobile devices and the data trails they leave, it has become a significantly more effective tool in recent years.

As a result, it has been forecast that as much as 43% of all adspend will be location targeted by 2019.

But understanding where an audience is and serving marketing messages relevant to that specific place only represents one facet of what a location-based strategy can provide to marketers.

In my view, there are two other components that are arguably more significant in terms of their potential to transform marketing effectiveness.

The first is the cross-over between the digital world and the physical world.
As access to the online world becomes increasingly dominated by mobile devices, location-based marketing provides a meeting of online and offline, of narrowcast and broadcast, of the real world and the virtual world.

Working together, mobile marketing and out-of-home provide powerful synergies.

Our research shows that mobile click-through rates increase by up to 15% when supported by OOH, and a major piece of industry research conducted last year demonstrated that better performing OOH campaigns create a 38% uplift in short-term brand action taken via mobiles, with 66% of all actions being direct to the brand itself.

The second is the ability to go beyond simply knowing where your audience is at a particular time to understanding where they have come from, where they are going and, crucially, what they are thinking, feeling and doing in that location.

This depth of context is gold dust in terms of ensuring that marketing has the highest possible relevance and timeliness, and it’s this deeper level of insight that perhaps explains why 75% of marketers consider location-based marketing a vital part of their future marketing strategy.

The traditional criteria of targeting the right people in the right medium is complemented by the right place, the right moment and the right state of mind.

Location-based marketing is most immediately associated with mobile marketing but the location-specific search, browsing, social media and app usage data derived from mobile devices can also revolutionise all other, location-based media channels and disciplines.

Probably the most significant of these is OOH. The rich and complex data now available means that OOH planning can be done to a level of sophistication only dreamt about a few years ago, and data-led, dynamic ad-serving technology like our own Liveposter platform can optimise digital OOH content in real time.

In a recent campaign for Microsoft, we saw a 62% increase in ad recall in the areas when location-specific, mobile behavioural data was used to optimise the content and uplifts of over 50% are regularly attainable.

But this opportunity for marketers isn’t in any way seen as intrusive or unwelcome by consumers. Quite the opposite. In a major survey conducted by Dentsu Aegis, the parent company of Posterscope, across nine countries, 80% of respondents chose ‘relevance to location’ as their top pick in terms of the content they wanted to see on digital OOH screens.

It’s clear to see that location-based marketing is evolving at pace. Bruce Rogers, chief insight officer at Forbes Media recently described it as “marketing’s vital frontier”.

The scope and power of deeper data insights will help brands win when it comes to location-based marketing.

Stephen Whyte is chief executive of Posterscope

Contextual OOH campaign for US TV show "Adam Ruins Everything" focuses on debunking 'truths' in key locations

Truths—inconvenient, irreverent and otherwise—are the focus of truTV’s irrepressible out-of-home campaign promoting the second season of Adam Ruins Everything, a show that amusingly debunks popular myths and sets the record straight on all manner of cultural misconceptions.
Developed with Work in Progress and themed “Contextual Ruins,” the ads share truths in or near physical locations that could be “ruined,” in theory—for some folks, at least—by such knowledge leaking out.
Take, for example, Mount Rushmore’s complicated and controversial history,  truTV caused a viral stir by chiseling away at the topic with billboards that popped up around the iconic national memorial in South Dakota:

“We wanted to create one-to-one marketing on a scalable level,” says Puja Vohra, truTV’s evp of marketing and digital. “We used a few criteria—topics that were the most relatable to consumers, locations that could be tied to and amplify them, and subjects we thought would cause the most disruption and conversation.”
Sure, life’s not soul-crushing enough already. Let’s add some truth to the mix!
Which brings us, naturally, to the campaign’s take on herpes:

Thankfully, most of us will never develop icky symptoms. Isn’t that reassuring?
“The topic is so universal, the statement is accurate, and the placement really generates a surprise and grounds it in reality—just like the show,” says Vohra.
If that herpes bus wrap left you smarting, never fear. truTV dumbs things down for its next outing:

“The biggest challenge we had was finding the right media in the right locations,” Vohra says. Here’s an example of one such highly targeted buy designed to make a splash:

Here’s a spirited take on pricey wines vs. cheap hooch:

And why skirt the topic of hula dancers?

Breaking with the OOH formula, the campaign’s roadblock on SheKnows should whet baba’s appetite:

“truTV fans are millennial comedy lovers who engage in a broad range of comedic styles, and one of their core attributes is that they love takeaways—nuggets from our shows that they can share with their friends in person or on social media,” Vohra says. “So, delivering these nuggets of relevant information in surprising and contextual places feels like a bull’s-eye for this audience. It really brings Adam Ruins Everything directly into their lives, even when they’re away from the TV screen.”
Moreover, “Contextual Ruins” and the series it touts seem especially in tune with the times, as cries of “fake news” echo across the landscape, with today’s consumers unsure exactly who and what to believe. “At a time when people are hungry for the truth and some comedic relief, Adam Ruins Everything delivers both,” Vohra says.
That dynamic has fueled considerable coverage of the campaign, boosting its reach well beyond the media buy. “I’d be lying if I said we weren’t hoping for it,” adds Vohra.
Ain’t it the truth!
Via: AdWeek

Smirnoff Cider uses location data and weather-activated DOOH to reach summer socialisers

As warmer weather returns across the country, Diageo continues its summer campaign for Smirnoff Cider with the launch of new dynamic digital Out of Home (OOH) that activates when the outside temperature reaches 19 degrees.
Devised by OOH and location marketing specialist Posterscope and media agency Carat, the campaign seeks to capture the attention of people at the right time for enjoying a drink outside and drive trial of Smirnoff’s vodka-based fruit cider range.
The campaign uses real-time weather and temperature data triggers, as well as mobile, social and in-app location data from Posterscope’s partner Locomizer to determine summer behaviours and audience hotspots and identify prime screen locations.
Featuring two Smirnoff Cider flavour variations, the campaign is activated through Posterscope’s Liveposter platform and switches from a standard creative execution to a “hot execution” as weather temperatures reach the requisite level.  Additional short-term  are added to the campaign to boost reach when the weather forecast indicates sunny skies.
The campaign prioritises pedestrianised areas in proximity to Smirnoff Cider on and off-trade stockists, and appears at optimum times of the day and week for socialising.
The work will run across Clear Channel’s Adshel Live network nationally and JCDecaux’s LDN network. The campaign will also include an upweight of large format digital sites through Ocean Outdoor and Outdoor Plus around the August bank holiday, as well as Tesco POS digital smart screens across the duration.
Sam Salameh, Head of Smirnoff at Diageo, said: “Smirnoff Cider is available in three unique flavours – Passionfruit & Lime, Raspberry & Pomegranate and Mandarin and Pink Grapefruit. With vodka, crisp and lightly fizzed, Smirnoff takes cider to the next level! By creating a campaign based on strong behavioural data that responds to weather conditions, we are able to reach our target audience at a time and place when we know they will be most responsive to our messaging.”
Marc Bartholomew, Business Director at Posterscope added: “The brief was to make Smirnoff Cider the alcoholic choice of summer by deploying a disruptive and pioneering campaign that delivers reach, recency and impact.  As warm weather returns across the country, our temperature-activated campaign will be both effective and efficient at meeting this objective.”

A review of the Science Museum's latest exhibition 'Our Lives in Data'

By Megin Gauntlett, Insight Executive
Being part of the *multiply team at Posterscope, we are more than comfortable with data as valuable currency. We pride ourselves on using the best, proprietary approaches to data in order to understand consumers better. This understanding in turn enables us to deliver the most targeted messaging, in the right moment and in the right location.
But what is the viewpoint of the consumer? How much do they actually know about the capture and use of their data? And when put in the consumer’s shoes, would you still think that the scores, reams and mountains of data collected and cleaned regarding your life is interesting or invasive? We can sometimes think about consumers as though they are different and separate to us and we must be careful that we don’t create a practice of dehumanising data.
We wanted to go to the Science Museum’s current exhibition, Our Lives in Data, to see their approach to education around data’s usage and how children, in particular, are shaping their views in a personalised, but essentially trackable, life.
Our Lives in Data was made up of four different sections; transport and smart cities, the IoT, genomic and social. The first and last are areas in which Posterscope have a large amount of experience. We use transport data every day in our work as Location Experts, defining how audiences move around the city in order to better understand how to reach them in the most relevant ways. We regularly use social data in our planning tools to see what is resonating for consumers, how they feel about brands and lifestyles and what they are gravitating towards in terms of behaviours.
The exhibition was set up as a blend of static exhibitions and interactive experiences. In the transport section, there was a data visualisation of Bond St Station showcasing how new tube stations and transit hubs are designed using predictive consumer data – knowing how people move through the station and streets surrounding it to enable city planners to create better, frictionless travel. This was interesting given Posterscope’s new partnership with Digit Group in the smart cities space. Using data to understand a location better and predict behaviours from a design perspective is only a decade or so old. But now, with connected payments, mobile signal data and the like, we can make the city work harder for its inhabitants.
Moving through into the IoT section, we saw connected toys showcased with variant degrees of consumer uptake – we have all heard the story of the doll that learned to speak not so kid-friendly words. This section also featured a type of paint that could be used on routers to block Wi-Fi signal pickups from external users. Considering Wi-Fi signals is a key method of understanding a location’s footfall at present, this paint was a surprise to some in the group. The exhibition also discussed whether consumers have been educated enough on the options available to them in this area when it comes to privacy of signals themselves (regardless of the fact the data collected is not being used to see individual information).
We then saw how genomic experts were using VR headsets to navigate their way through huge amounts of genetic data to better treat patients, even before they are sick. The exhibition talked around how the technology which began as a platform for better gaming has actually had a remarkable effect on how doctors and scientists can view microscopic and subatomic worlds. Given the complexity of educating children in genomic data, this area of the exhibition remained top line but it was a great way to show how a familiar technology like VR can be used to solve complex human issues.
Finally, we moved on to the social data area of the exhibition, with some very interesting facts for children and adults alike. For example, they shared that ‘Facebook users have four times the audience online than they estimate’ and that ‘within two weeks, 71% of people self-censor their own Facebook posts’. These statistics were interesting from a consumer perspective – we all know we self-edit but the fact it was post-rationalised editing showed how consumers are highly conscious about the image (and data) that they share with their ‘friends.’ The exhibition referred to ‘personality data’ or what we would call consumer trends.
There was an interactive element which replicated a basic planning tool – you could select which brands you like, and to what scale, and the tool would punch out a more personalised ad for you at the end. This is of course extremely pertinent to our world of dynamic adverts where Posterscope delivers relevant advertising content against specific audiences and mind-sets. It was surprising and exciting to see how the world of dynamic advertising was shown to kids and visitors, creating a positive connection and awareness around why ads were personalised to them.
Finally there was a video debate from the Policy Director of Facebook and Dr David Stillwell and he is a lecturer in Big Data Analytics at Cambridge University discussing data privacy and the future. Their conclusion was that consumers are demanding a personalised world with both brands and platforms understanding them and creating experiences with their individual preferences in mind. However, proceeding with caution was the message of the day – safe handling of data is the top priority.
In conclusion, visiting Our Lives in Data wasn’t about learning new data-trends, it was about understanding how the increasingly complex area of our business and the world going forward is being communicated to the younger generation. Brad Gilbert from the *multiply team said “the exhibition’s content may not have been new for us but it’s interesting to see an exhibition that explains simply to the public their data is captured and used. People are becoming more informed and empowered about the handling of their data, and it was important for us to see how this exhibition presented this to the public.’
Our Lives in Data captured the key areas of data in our daily lives, but it also enabled visitors to think about what would be missing in a world without data and the see-saw we all balance to improve our daily lives vs living an Orwellian existence. Given all the debate on this in our industry, it is important for us to remember that not all consumers are data experts but that we are all consumers.
Our Lives in Data is open until 01/09/2017 and you can find out more about the exhibition here.

Weather-triggered billboards remind us that summer – and swimsuit-clad lifeguards – are coming

With the first official day of spring still nearly two months away, the studio behind the upcoming Baywatch reboot wants to remind viewers in some of the coldest climates in America that relief is (sort of) in sight, much like the lifeguards in the movie itself running in slow motion toward a beach-goer in distress.
In order to do so, Paramount Pictures and outdoor advertising company Lamar Advertising have launched a digital out-of-home campaign that changes in real time based on local weather conditions in 16 US markets.
The campaign creative is coded and programmed to pull weather data from the National Oceanic and Atmospheric Administration website through an RSS feed. Each digital billboard reads the feed and determines which creative will run based on the current weather in that location.
That means passersby will see…
A general cold weather ad that runs when the temperature is between 1 and 50 degrees Fahrenheit:

A subzero/icy weather ad that runs when the temperature is 0 degrees and below:

A snowy weather ad that runs when snow is in the forecast:

Or a rainy weather ad that runs when rain/sleet is in the forecast:

Via: The Drum

The Blurred Lines Between Digital and Out of Home Location-Marketing (Part 4)

Part Four: The Future of OOH Buying is Real-Time
Jeff Tan, VP Strategy, Posterscope
This is a four part series exploring the blurred lines between digital and OOH.

  • Part One – Describes the 3 forces driving disruption in OOH
  • Part Two – Explores Geo Audience Insights; using mobile data to inform OOH planning
  • Part Three – Discusses how advertisers can utilize dynamic creative to stand out from the crowd
  • Part Four – Examines the future of OOH buying and the shift toward real-time OOH

The future of media buying will be increasingly automated, data-driven and addressable as downward pressure on media buying rates mean that advertisers are expecting more, for less.
A shift toward data-driven automation is essential for the OOH Location-Marketing industry as it transitions to become audience rather than demographic focused.
Real-time digital OOH utilizes data sets to trigger advertising on digital screens including digital billboards, street furniture and place-based media. Utilizing Geo Audience Insights in real-time is the future of OOH buying.
Note that I hesitate to say ‘programmatic’ OOH media. This implies an auction based, real-time bidding system, multiple data-integrated sources, one-to-one targeting and near unlimited inventory. Real-time OOH may get closer to that one day, but will remain predominantly a one-to-many mass media.
When programmatic digital was in its infancy there were concerns in the marketplace. The OOH Location-Marketing industry is facing 2 similar hesitations with real-time.
Media Owner hesitation: There is some hesitation in the media owner community that real-time OOH will decrease the value of digital OOH media over time leading to mass commoditization and devalued inventory. I can assure you, this will not happen. Due to the physical nature of the medium there will always be a finite supply of inventory. The economic laws of supply and demand dictate that with limited inventory, mass devaluation of advertising rates will be unlikely.
Lack of Standards: As an industry we need to come together to develop consistent standards across media owner networks, buying models, delivery and measurement. We need to do this quickly as the pace of change is rapid. We should not be afraid to collaborate; by developing working groups and sharing ideas we can progress quickly.
The opportunities in real-time OOH lie in efficiencies with smarter use of data and perception changes of our industry.
Smarter Use of Data: You can tell a lot about a person from the physical locations one regularly visits. We like to think that we’re spontaneous creatures, living life to the unpredictable max. However, the overwhelming majority of us are not spontaneous. We’re predictable. We’re creatures of habit.
I take my dog Charlie for a walk to the same park each day at the same time. I catch the subway to my office in Tribeca and walk along the same streets to get there. On the weekends I hang out at a limited subset of bars, restaurants and cafes in the city.
Let’s tap into the predictable nature of human location behavior and analyze the migration patterns of our audiences. A baby formula brand targeting new moms can use mobile data to develop and understanding of which neighborhoods and streets new moms spend their time. A new mom will likely visit Baby Center, nurseries, playgrounds and toy stores quite regularly. Utilizing mobile carrier location data with real-time OOH allows a baby formula advertiser to display digital OOH in real-time to the geographical areas that new moms are most likely to frequent, at the times she’s likely to be there.
Perception Changes: Real-time OOH (along with Geo-Audience Insights and Dynamic Creative) has the power to change the perception of OOH Location Marketing in the minds of advertisers. It’s reliance on data sets offers the opportunity to replicate targeting practices from programmatic mobile.
There is an opportunity to use the same audience segments and data sets from programmatic digital, and extend this to the physical world of OOH. Doing so elevates the medium, and changes perception to that of data, technology-focused and real-time.
We’ve seen over this four part series that the future of OOH Location-Marketing is data and technology driven. It’s an exciting period for the industry as the digital and physical worlds collide.
Consumer habits have changed, and smartphone addition is driving both challenges and opportunities for advertisers. Advertisers are demanding more from the media, and technological advances will help accelerate innovation and smart thinking in OOH.
Geo Audience Insights (GAI) allow advertisers the ability to use data to inform smarter planning in OOH Location marketing. Data sources such as mobile ad exchanges allow advertisers to answer questions such as “What neighborhoods in NYC are likely to be receptive to the launch of a new baby formula?”
Dynamic content in OOH will become the no-brainer-standard for digital OOH, as smart marketers understand the effectiveness of displaying relevant, contextualized content based on a consumer’s mindset and location.
Finally, real-time digital OOH can extend Geo-Audience Insights from planning to buying-activation, using digital data sets.
The future of OOH Location Marketing will be digital. Will you be ready for it?

Posterscope host a Roundtable 'The Growing Importance of Location in Business and Marketing'

Posterscope host a Roundtable on ‘The Growing Importance of Location in Business and Marketing’
Posterscope’s latest discussion, which took place at the Ham Yard Hotel on the 25th November,  is around the importance of location in effective and efficient marketing communications.  Traditionally this has been confirmed to online and digital applications but Posterscope think that this should extended to offline and specifically out-of-home and in doing so we can drive incremental value for advertisers.
The roundtable, hosted by Posterscope MD Glen Wilson, was chaired by Campaign Magazine’s Editor-in-Chief Claire Beale.
Luminaries from the industry who participated in this discussion included:-
– Andy Gillham, mData Consultant, EE
– Grant Millar, Chief Client Officer, ZenithOptimedia Worldwide
– Harriet McDonald, Commercial Partnerships Lead, Transport for London
– Jim Thornton, Creative Director, VCCP
– Jodie Stranger, President, Global Network clients EMEA, Starcom MediaVest Group
– Max Lucas, Media Strategy Manager, Camelot UK Lotteries
– Michael Price, EMEA Marketing Director, ASICS Europe
– Paddy Earnshaw, CMO, Doddle
– Paul Frampton, CEO, Havas Media Group
– Spencer Berwin, Managing Director, Sales, JCDecaux
– Stewart Easterbrook, Chairman, Media IQ
– Theo Theodore , GM EMEA, xAd
The White Paper that will accompany this event will be released in January 2016.
For more information please contact Gill Huber @ Posterscope

Proximity Marketing on the Radar for ‘99% of UK Brands

Just 1% of brands in the UK are not contemplating an investment in proximity marketing through trials of technology like iBeacons and NFC, according to a new study. PerformanceIN has overseen a number of examinations of location-based targeting over the last year, and new research on 500 companies across the retail, hospitality and leisure industries shows that nearly all (99%) have considered this as a possible inclusion for their marketing plans. Airspace, the study’s commissioner, said that 22% of the group were looking to invest in the next three months, with an additional 57% plotting this to come within three to six months. Money could be an object to their ambitions, however. Larger companies – with 3000 employees or more – were more likely to have an investment lined up within the next six months than smaller companies – with between 500-1000 employees – when comparing response rates of 77% and 71% respectively.
Retailers lead the pack Previous demonstrations of proximity marketing have focused mainly on applications for retailers and shopping centres. US department store Macy’s announced last year that it would be rolling out iBeacon devices to all of its stores nationwide following trials in San Francisco and New York. Airspace found retailer adoption for location-based targeting to be at a similar level in the UK, as 80% of brands were planning an investment by June of this year. Furthermore, with just 2% of the group failing to put a time scale on their planned adoption, a degree of accuracy could be taken from the findings. As the stats revealed, three to six months is still the preferred target.
Known benefits Airspace was also able to provide reasons as to why so many companies are viewing proximity marketing as a priority for 2015. The ability to push out deals to customers was of high importance (68%), with similar levels of response coming in very similar areas – such as distributing special offers (56%), vouchers (50%) and giveaways (47%).

Airspace stressed that while these were important qualities, proximity can play a part in a much wider range of roles within a selected environment. “For the visiting customer, benefits don’t just come in the form of deals or offers or extra content, but from the improved store layouts or extra staff that the in-store analytics might have brought into play,” notes in the study read. “For the locations, whether it’s a chain of 600 cafes or a single football stadium, the technology is going to help them learn more about what we as visitors want, how we like to ‘be’ in-store and ultimately what will make us convert a visit into a purchase. Becoming more loyal to the brand in the process.” Ian Malone, CEO at Airspace, added: “This research neatly matches our own conversations with high street retailers and other high footfall locations, who feel they need to act now. “Brands that utilise proximity marketing to deliver relevant, contextual messages will see an upturn in conversion rates and arguably more loyal customers. Even the brands that use the technology simply to understand their customers better will gain a competitive advantage over those without access to the rich data and insights delivered by proximity networks.”
Via: INside Performance Advertising

Using OOH this Black Friday

As the UK prepares for the one of the biggest shopping days of the year, Posterscope‘s Glen Wilson looks at how retailers can use out-of-home to really reap the rewards.
Black Friday is the biggest online shopping day of the festive season. What started as a US phenomenon in which retailers across the country slashed prices the day after Thanksgiving, Black Friday was brought over to the UK by e-commerce giant Amazon in 2010.
Now firmly a fixture in the UK’s Christmas retail firmament, a recent report by Visa Europe forecast that British shoppers will spend more than £1 million every three minutes this year. That’s £360,000 every minute, or £6,000 every second, as consumers race to take advantage of the widespread discounts.
Given that UK consumers are set to exceed the £200 million spent on Black Friday last year, it’s understandable that retailers across the nation are keen to capitalise on the event this time around.
However, as easy as it is to get swept up in the Black Friday buzz, what’s really important for retailers is that the day kicks off a particular retail sales pattern that holds true until Christmas. It helps open up consumer wallets in a way that no other day of the year does, and if retailers are smart about how they advertise, they can ensure those wallets stay open right through to the New Year.
Nowadays everyone has a smartphone in their pocket, which means the landscape has changed for out-of-home advertisers. In November and December 2013, mobile sales reached 35.6 per cent of all online sales (tablets accounting for 22 per cent and smartphones 13.6 per cent). Mobile also accounted for almost half (47.3 per cent) of all online traffic (smartphones accounting for 25.2 per cent and tablets 22.1 per cent).
The rise in 3G and 4G, coupled with smartphone penetration reaching over 70 per cent of people in the UK, means there is little to no distinction in online or offline – consumers are now always on.
A recent study by Deloitte reveals that some 40 per cent of physical shop sales will be digitally influenced, meaning consumers will use some form of digital technology to inform or facilitate their purchase. As consumer connectedness increases, marketeers need their advertising to become more responsive to consumers’ needs, preferences and behaviour, especially during big events such as Black Friday where deals can be changed every few minutes. It’s an urgent day with limited time to make an impact.
However, planning for Black Friday and the Christmas period isn’t so much about real-time advertising than it is about “right-time” advertising. Mondays are often the most popular day for online sales, Saturdays for smartphone sales, weekdays are best for PC sales as people tend to buy things whilst they are at work, and evenings see the most tablet usage and therefore ultimately sales.
So advertisers looking to inspire online sales could offer specific online discounts for customers via out-of-home (OOH) on their commute to work on Monday mornings, or try and coax people into stores on Saturdays with location-specific deals.
Of course, real-time does still have a role to play. Where it can be most effective is in being used to influence particular types of sales at the best possible times of day, and helping retailers track a sale to better understand and influence the consumer’s path to purchase. In Black Friday terms, this could be tracked by the amount of people being influenced by the individual ‘limited time’ deals that are offered throughout the day.
For real-time to work properly it needs to be part of a strategy, and offers need to be informed by data to stimulate sales behaviour. Location, weather and social media data can all help advertisers tailor ads and placement via particular criteria, and can also help to tailor in store deals to make them both more personal and more relevant.
There are several big players involved in Black Friday in the UK space, including John Lewis, Asda and Amazon. Asda, owned by America’s biggest retailer Walmart, last year ran flash promotions within stores, leading to chaotic scenes as consumers rushed to pick up products for “earth shattering prices”.
Amazon this year announced it would be running deals from as early as Monday 24 November to build momentum and customer loyalty before D-Day, including discounts as high as £1,000 off cameras. John Lewis is said to be offering proactive deals, as opposed to price matching, for the first time ever.
There is a huge opportunity for OOH to help support campaigns like this in a more reactive way that better relates to the way in which people spend. OOH now has the infrastructure in place to produce more effective advertising campaigns than ever before, and no sales period is more measurable or more lucrative than the Christmas period Black Friday kicks off.
Data can inform smarter, better, more effective campaigns planned around how, when and where their target audience want to buy. By embracing the power of the new OOH infrastructure and the data that informs it to plan themselves around consumer behaviour, retailers can help ensure that their Black Friday activity kicks off their biggest Christmas ever.
Via: Media Tel

AXA Uses EE Mobile Data to Microtarget Outdoor Ads

AXA is using multiple strands of location-based data alongside EE’s data on outdoor smartphone usage to microtarget ads to potential consumers.
The insurance firm says the “game-changing” approach to planning out-of-home advertising will reach decision makers for SMEs, a typically difficult group to reach, by identifying ‘hotspots’ of mobile usage near poster sites.
Brands including Lenovo and British Gas have been trialing the technique since the start of the year in partnership with Posterscope in an attempt to understand how mobile devices can pep up the performance of outdoor campaigns. AXA’s effort, which uses multiple location based data, is being served at scale.
Target areas are initially being established by merging AXA’s own postcode records of SMEs together with industry statistics sourced from the Inter Departmental Business Register to form a map of potential areas. It is then overlaid with insights from Posterscope’s audience panel, data from industry planning tool Route and EE’s mData unit – which tracks the mobile usage habits of audience groups – to identify the most relevant locations before skewing ad placements to mobile hotspots.
AXA says the approach opens the opportunity to identify target audiences through the business contracts EE hold – where by there is less than 10 contacts on the contract – allowing them to infer it’s an SME. Additionally, it can now drill further down into evaluating metrics such as awareness building and sales.
Chris Jones, head of brand and online at AXA UK, says the Havas-planned initiative is part of a wider play to adopt more innovative ways of targeting consumers through data and insight.
It brings into sharp focus a paradigm shift across the outdoor advertising industry whereby brands are using data to target people more effectively by proximity in real-time.
Lenovo ran a two-week promotion for its Yoga Pro 2 tablet in March to reach people in areas where they were actively researching gadget purchases on their smarpthones. Outdoor ads pushed to those hotspots sparked a 200 per cent increase in both ad awareness and purchases consideration, Lenovo claims. Online searches jumped by 150 per cent, the business adds.
Via: Marketing Week

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