Havas Media releases Jameson Irish Whisky video case featuring Locomizer

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Havas Media published a great explainer video about our joint work on the out-of-home campaign for Jameson Irish Whisky brand. Havas Media used data analytics from Locomizer to tackle a challenge of moving Jameson from a spirit for ‘Dads’ to one for ‘Lads’ (broadly Men 25-34). The objective was to drive uplift in core brand metrics, increase saliency and increase relevance to lads target. Watch the video to learn what happened next.

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MWC – visit our booth and learn about geo-behavioral profiling

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Locomizer is exhibiting at Mobile World Congress in Barcelona from February 22nd – 25th this year. If you are attending, our team would love to chat with you! Send us a meeting request to info@locomizer.com or visit our booth. You will find us in at Hall 5 Congress Square, Catalonia Pavilion Booth CS50.

FOR DEMAND SIDE…

If you are on a demand side, learn how you can differentiate by adding GEO-BEHAVIORAL profiling to otherwise plain vanilla ad inventory. We will show how you can stand out and attract brands by offering the brand-centric audiences.

FOR SUPPLY SIDE…

If you are on a supply side, become our data partner to turn raw geo data into premium audience profiles, which are in a strong demand with advertisers. Learn how you can monetize your geo-data in a privacy ensured way.

FOR VERTICALS SEEKING REAL WORLD CONSUMER INSIGHTS…

But there is more. If you have a need of understanding consumer behavior for business-to-consumer marketing, business intelligence and analytics, including but not limited to out-of-home, ecommerce, mobile payments, insurance, retail, security and surveillance, crowd management and urban planning markets, drop by our booth to learn how we are enabling a GEO-BEHAVIORAL INTEREST GRAPH – a dynamic, rich, contextual knowledge about footfall for any given place by day part.

Locomizer is driving the paradigm shift from location-based to location-behavioural targeting with our proprietary Biological Intelligence know-how. After all, location is not just about where someone is. Ask us what does it mean at MWC.

We look forward to meeting you at MWC 2016!

Locomizer interviewed for Forrester’s TechRadar™: Spatial Data And Location Intelligence report

Locomizer geo-behavioral interest heatmap sample

Locomizer geo-behavioral interest heatmap sample

Location is everything for Locomizer and it surely feels nice when our work in the field of geo-behavioral customer profiling gets noticed by a reputable industry research powerhouse like Forrester Research. Locomizer was recently interviewed by Forrester for their “TechRadar™: Spatial Data And Location Intelligence, Q1 2016” report, which was just published on the company’s website.

The report showcases how “spatial data collection, analysis, and insights drive innovation and competitive differentiation far beyond traditional geographic information systems by identifying 15 most important technologies for spatial data and location intelligence.” Forrester analyzes their maturity, business value, use cases, and example vendors, including Locomizer.

Unfortunately, we can’t share the report but if you are an existing Forrester’s client, you should be able to download the paper by following this link (paywall).

Locomizer discovers sites with customers highly receptive to Bethesda’s Fallout 4 game release

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We are proud to share the news that in a joint effort with Posterscope, Target Media and Clear Channel UK a pioneering Out of Home (OOH) advertising campaign for Bethesda’s Fallout 4 game release was launched last week in UK. We used social sentiment analysis of Twitter usage along with Locomizer’s proprietary geo-behavioral user interest analytics to intelligently decide where to effectively reach out to the audience highly receptive to Bethesda’s most recent game hit Fallout 4.

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Posterscope and Target Media, working with Locomizer and Clear Channel UK, have developed a pioneering Out of Home (OOH) advertising campaign for Bethesda’s Fallout 4 game release, using social tracking on Twitter to influence the distribution of their OOH communications.

The campaign, which is the first of its kind for a gaming client in the UK, sees Posterscope integrate Planner – its audience optimisation tool – with Locomizer’s audience discovery engine, to deliver hyper-targeted advertising. The discovery engine uses geo-behavioural user-interest profiling technology to understand where and how audiences interact in the social space, highlighting key hotspots around the UK where consumers are engaging in relevant conversations for Bethesda’s gaming audience whilst out of home.

Using this social geo-behavioural data, Posterscope has been able to work closely with Clear Channel UK to optimise the distribution of the broadcast element of their campaign, overlaying Locomizer’s social hot spots with OOH sites through Planner. This unique approach of micro-targeting the gaming audience will ensure that, in addition to the awareness and standout that a multi format and multi environment campaign will deliver, opportunities to achieve engagement out of home and drive further consideration in social media are increased.

Dan Carey, business director at Posterscope, said: “This is a fantastic evolution of data-driven behavioural targeting, and we are excited to be putting it into action for Bethesda. The Locomizer platform offers a unique opportunity to target consumers out of home which, by giving us an understanding of social behaviour, will give brands the potential to influence consumer’s actions in both the physical and online space”.

Tom Wallace, AD from Target Media, said: “We are delighted to be collaborating with Posterscope and Clear Channel on such an innovative campaign. Posterscope’s data will enable us to gain increased cut-through and interaction for Bethesda within our key target audience. This is especially important during the pre-Christmas period within the gaming sector, where a number of other competitors are also active in the OOH space.”

Alexei Poliakov from Locomizer said: “We are very proud to be working with Posterscope and Bethesda to deliver this UK-first campaign.

Source: Posterscope
Image credit: Pioneeringooh.com

Locomizer powers up Posterscope’s first campaign of its type in UK for Jameson Irish Whiskey

Locomizer has provided Posterscope with unique, non-personal, and anonymised behavioural insights about foot traffic to select non-obvious out-of-home ad spots for reaching out to the Jameson Irish Whiskey target audience.

Based on the understanding that the target audience is not always found in close proximity to hot spots like bars and pubs Locomizer applied its Biological Intelligence (BI) know-how to pin-points areas with consumers being highly receptive to Jameson’s campaign, allowing Jameson to “reach their audience at multiple touchpoints throughout their day, increasing frequency of message.”

The campaign is a result of joint collaboration between Posterscope, Havas Media, xAd and Locomizer. It launched on the 18th September and will run in bursts across a total of 7 months.

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Posterscope launches ‘UK first’ campaign for Jameson Irish Whiskey

  • Posterscope develops unique campaign for Jameson to target consumers outside of traditional locations and times
  • This is the first campaign of its type in the UK, using Locomizer to enable hyper-targeted advertising
  • Campaign kicked off in conjunction with the Rugby World Cup this month

21 September 2015, London. Posterscope has developed a unique Out of Home (OOH) advertising campaign for Jameson Irish Whiskey that launches today in time for the Rugby World Cup.

The campaign is the first of its kind in the UK and will enable Jameson to branch out from focusing simply on physical proximity to bars to ensuring advertising is in the most relevant locations, right across consumers’ lives.

Posterscope will be using Locomizer, an audience discovery engine based on geo-behavioural user interest profiling technology, to enable hyper-targeted advertising – a first for the UK.

Jameson’s campaign will target drinkers throughout their week by looking at places and surroundings where customers tend to spend their time using a new technique of audience discovery and segmentation. This targeting strategy will allow Jameson to reach their audience at multiple touchpoints throughout their day, increasing frequency of message.

Ryan Hedditch, Business Director at Posterscope said: “This is a fantastic evolution of targeted advertising and we, in partnership with Havas Media, are excited to be putting it into action for Jameson. We have analysed modelled and historic data on all of those customers we want to be able to reach. Understanding location behaviour of consumers allows us to identify geographical hotspots where our audiences are likely to congregate at, when they are not at the interest affinity locations.”

Vicky Hoey, Head of Marketing at Jameson said: “We are very excited about this unique campaign, which will enable us to gain increased cut-through and resonance with our audience. This is particularly important during these upcoming sporting occasions where consumers will be inundated with advertising.”

Toby Hawkins, Account Director at Havas Media, said: “This campaign will enable us to target Jameson consumers throughout their week and not just when they are headed to the pub for a drink. Locations and format have been chosen with this in mind.”

Posterscope’s data has also allowed them to improve format targeting. The campaign will utilise location-based digital advertising in partnership with mobile media partner xAd, as well as digital roadside screens in high footfall locations, large format digital screens powered with Dynamic Digital OOH and Underground LCDs.

The campaign launched on the 18th September and will run in bursts across a total of 7 months.

 

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For more information on Posterscope, please contact:

Richard Bell – e: Richard.Bell@mcsaatchi.com, t: 020 7544 3758

Gill Huber – e: Gill.Huber@posterscope.com, t: 020 7863 2075

About Posterscope:

Posterscope is the world’s leading out-of-home communications agency. It knows more about how consumers behave when they are out of home than anyone else. Posterscope understands the connection between out-of-home, mobile and digital, and pioneers trials to understand how consumers will use emerging technologies. Posterscope has 49 offices around the world, buying over $3bn of out-of-home advertising space each year.

SOURCE: Posterscope