According to Ocean Neuroscience, “consumers are 48% more likely to click on a mobile ad after being exposed to the same ad on an Out Of Home (OOH) ad first.”
When you combine your mobile, search or social media campaign with OOH media, the exposure to the OOH ad leads to more clicks, activations and better marketing ROI in digital media and mobile.
The findings by Ocean Neuroscience of a direct correlation between OOH ad exposure and mobile campaign uplift resonates very well with our own conclusions. Our latest hybrid OOH-mobile case studies prove that posters have a significant impact on the digital campaign performance, but importantly, not evenly across all of the poster sites. This is because most outdoor campaigns are bought based on ‘network package media buy’ or using simple footfall numbers.
This conventional OOH planning method is about to be disrupted as we see a trend by brands that want to buy specific poster locations based only on the footfall of their target customer group. We also see a trend of advertisers being insistent that the poster campaign performance be measured and that the value of unique location targeting be quantified. These challenging requirements reflect the targeting and measurement that advertisers have become used to in digital marketing, and now demand across traditional media, and they are challenges Locomizer has the solution for.
Locomizer have built a platform that maps the density of people with specific interests and profiles at particular locations and at specific times. Using our tool, we discover and match audiences on the OOH map with the brands desired target market. If you compared the output with a density map of home addresses for existing customers, whilst you would expect some correlation, the exciting thing is that Locomizer tells you where people spend their time, and not where they live which is a crucial differentiator that makes our data more valuable. The affinity data can be then fed into the third-party OOH media-buying platforms, which could then use affinity scores by location and time instead of footfall to choose poster and electronic signage locations.
Locomizer intelligently discovers OOH sites with the most receptive mobile advertising audiences. But how can this be measured? Mobile, search or social digital campaigns provide an excellent opportunity to use campaign metrics like CTRs, conversions, searches and website visits by location as an impact measure of the posters. Using such measurement proved that all of the posters have a significant impact on the performance, but that the posters bought using Locomizer targeting performed more than 100% better than those bought using a traditional buying strategy.
Our post-campaign analysis confirms that the mobile metrics significantly increase in the proximity of locomized posters and then gradually decrease with the distance.
We now recommend that our customers take advantage of hybrid OOH campaigns because running Locomizer data for outdoor and mobile ads at the same time delivers significantly increased ROI for advertisers.
Locomizer launches a self-serve SaaS dashboard to discover target audiences for any brand, service or product and offers 50% off during December 2016.
LONDON, Dec. 7, 2016 – Locomizer, the company applying Biological Intelligence (BI) to match brands with relevant audiences for effective targeting ROI, today announced that it has launched its Audience Map, a targeted broadcasting platform to discover dynamic audiences for out of home (OOH) and geo-fence targeting campaigns. The platform is an ideal planning tool for agencies and brands that want to reach out to receptive crowds with a street-level granularity.
Locomizer analyzes big data from anonymous sources and builds predictive audience model available through the data-as-service analytics platform. With its help a client can select from hundreds of audience categories, narrow down the search to a very granular level and discover when and where to reach out to a very responsive crowd.
Based on the deliverables of previous Locomizer product implementations, the ROI of marketing and advertising campaigns driven by the technology increased twice.
“Given Artificial Intelligence’s limitations in predicting ‘irrational’ human behavior, Locomizer is introducing the biological approach as a solution, which doesn’t contradicts but rather complements the AI development,” said Dr. Alexei Poliakov, cofounder of Locomizer. “BI considers human behavior and the power of association and affinity as a native computation. Biological Intelligence has a major advantage at its core: it understands that systems have intelligence and a collective behavior, even without a brain. Therefore, instead of trying too hard to predict one consumer’s behavior in isolation, BI can effectively crowd source behavior, and save a big computational headache.”
Locomizer is announcing the launch of its Audience Map at the Unbound London 2016 conference on December 7th, where the company will be conducting the Audience Map demo sessions for the Unbound attendees. To mark the official release of the product, Locomizer is offering the subscription introductory plans with a 50% discount to those who sign up during December 2016.
“Locomizer is excited to help our customers significantly reduce their marketing planning costs with this first-of-its-kind dashboard self-serve service,” said Alexei N. Poliakov, cofounder of Locomizer. “The Audience Map enables marketers to instantly discover audience segments on a map by typing in a keyword and hitting a search button in a Google Search-like user interface. The audience heatmaps will be created on the fly.”
The tool is available in three options, with subscription price starting from $299 during December offer.
The registration for a free seven-day trial version of Audience Map is open now at http://signup.locomizer.com/.
Try to explain what you do in a 30 second video piece? You bet. We accepted the challenge and created a video explainer, which we are putting online. What do you think? Is the video helpful to understand what Locomizer is after?
It’s a busy time for marketing award announcements for out-of-home advertising campaigns here in UK and some good news pops up for our partners and locomizer team. We are very proud to say that two campaigns fueled by Locomizer AffinityBI algorithm’s consumer data insights were short listed for industry awards.
Jameson Campaign run by Havas Media and Posterscope
First comes the From Dad’s to Lad’s OOH campaign for Jameson Irish Whiskey launched last year UK nationwide. The challenge was to “shift awareness and move Jameson Whiskey from a spirit for ‘Dads’ to one for ‘Lads’, to increase consumption with 25-34 males.” The campaign was actually nominated for three awards:
- The Connected Consumers Awards 2016 in the ”Best Use of Connected Data” category;
- The Clear Channel Outdoor Planning Award in the “Best use of data and insights” category; and
- The Drum Marketing Awards in the “Best use of data” category.
It is not a surprise that Jameson campaign gained such a traction as the after-campaign results reported by Havas Media are very impressive indeed. The campaign “smashed the objectives”, increasing the following KPIs:
- “Brand you see more of” up to 13% (+225% vs target)
- “Brand for me” up to 16% (+60% vs target)
- “On trade consideration” up to 21% (+40% vs target)”
Fallout4 Campaign run by Posterscope and Target Media
Our second campaign short-listed for a marketing award actually competes with Jameson’s in the same category. The Bethesda’s Fall Out 4 OOH campaign got nominated for The Clear Channel Outdoor Planning Award in the “Best use of data and insights” category. The data challenge we worked on was to intelligently decide where to effectively reach out to the audience highly receptive to Bethesda’s most recent game hit Fallout 4.
Locomizer drives sales by discovering target audiences to match with relevant campaigns.
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