Warc, 9 June 2014
LONDON: Out-of-home advertising is 200% more effective when
mobile data is used to plan campaigns, initial results from a two-week trial
has concluded.
In a test conducted between January and May this year,
communications agency Posterscope teamed up with telecoms network EE to track
consumers' mobile digital behaviour and how responsive they were to out-of-home
media sites.
Covering online searches across 120,000 usage hotspots and
19,000 poster locations, the research involved the participation of brands such
as Lenovo, Nationwide, RBS and British Gas, among others, MediaWeek reported.
In the trial for Lenovo, the Chinese technology firm, the
research found unprompted ad awareness and purchase consideration increased
200% while online searches rose 150% when EE's mData anonymised and aggregated
network usage data was used to optimise out-of-home media selections.
When combined with Posterscope's "planner" app, an
algorithm-based tool, the researchers were able to find out when and where
mobile devices were used in relation to – and in the proximity of – poster
sites across the country.
"We can now accurately identify which outdoor sites are
seen by users of particular websites or apps and what they are doing on their
mobile devices at the time," said James Davies, chief strategy officer at
Posterscope
"By using more sophisticated data analysis techniques
we'll be able to identify audiences in real-time, display relevant ads and
improve campaign effectiveness even further," he said in comments reported
by DecisionMarketing.
For example, the study revealed that the London suburb of
Surbiton and Caledonian Road in north London both delivered peaks in visits to
fashion-related websites.
This, he said, suggested that the placement of relevant ads
in those areas would increase an ad's effectiveness.
Data sourced from MediaWeek, DecisionMarketing; additional
content by Warc staff
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