Locomizer intelligently combines OOH and Mobile to deliver 100% increase in ROI for advertisers

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 Deciphers Irrational Consumer Behaviour with Biological Intelligence and Launches Audience Map for Marketers to Discover Brand-Centric Audiences on the Fly

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/.

Locomizer announces Audience Map for Japan, forms an alliance with leading inbound marketing specialist Nightley

Locomizer, the company applying Biological Intelligence (BI) to match brands with relevant audiences for effective targeting ROI, today announced that it has partnered with Nightley, Japan’s leading social media analytics company and provider of Inbound Insights tool for tracking and visualizing foreign tourist hotspots on a map.

Locomizer and Nightley announce a tie-up in Japan

The alliance between two creates a unique opportunity to leverage both companies’ strengths and expertise in geo and social media data analytics to complement each other solutions and make them more appealing to customers.

For Japan, Locomizer readies its launch of 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. The registration for a free seven-day trial version is open now (http://signup.locomizer.com/jp/) and the trial invites will start rolling in a month from today on the first-come, first-served basis.

“Today’s news is an important step for Locomizer to enter Japan market,” said Alexei Poliakov, co-founder of Locomizer. “Nightley is a go-to company for social media and inbound marketing insights as over 3,800 customers have subscribed to their service in Japan. Through today’s agreement, Locomizer Audience Map will now be offered on Nightley’s website. It is a terrific opportunity to instantly create a visibility and awareness of our product in Japan.”

“We are excited to start working with Locomizer on both business and data fronts,” said Yutaka Ishikawa, CEO of Nightley. “Nightley will offer Locomizer Audience Map on our website to create additional revenue streams. From the data deal point, our product Inbound Insight will fuel Locomizer Audience Map and vice versa, complementing our products with proprietary data insights.”

The companies will work closely together on further data integrations and product developments, aiming to offer both companies’ data layers beyond initial service bundles.

Nightley will also leverage Locomizer’s international presence to answer their customers’ requests for coverage beyond Japan market.

For more information about Locomizer/Nightley “Audience Map x Inbound Insight” partnership, visit: http://inbound.nightley.jp/audience_map/ (Japanese). For Nightley’s press release in Japanese, visit: http://nightley.jp/archives/6377

About Locomizer:
London, UK-based Locomizer uses principles of Nature to discover and predict the interests of people based on their real world behavior. Our revolutionary interest-predicting algorithm is based on more than 10 years of scientific research on the development of the nervous systems. Locomizer has a solid track record to be superior in helping brands and agencies find relevant customers and drive up campaign efficiency. Locomizer’s technology is unsupervised and could be scaled instantaneously across audiences, geographies and business verticals. Learn more: locomizer.com

About Nightley:
Tokyo, Japan based Nightley is a leading social media and inbound marketing analytics company, offering its flagship product Inbound Insight to over 3,800 agencies, brands, local merchants and government organizations on a subscription basis. Inbound Insight provides a complete view on foreign tourist footfall across Japan, identifying hotspots among tourists by nationality, gender and other rich filtering options in real time. For more information on Nightley, please visit http://nightley.jp/.

Locomizer Press Contact:
Alexei Poliakov

Logo – http://inbound.nightley.jp/audience_map/img/ii-locomizer@2x.png

SOURCE: Locomizer

Press Release: UK Startup Locomizer Introduces a Biology-Inspired Smart Geofence

Big brands shared their first results of using this consumer&place profiling technology

United Kingdom, 3 June 2016 —London-based Locomizer has invented a new technology to translate physical behavior into digital insights about target audience affinities, allowing to effectively discover and match consumers with relevant brands. Unlike conventional geofence models, Locomizer does not look at consumers’ current locations in isolation. Instead, the startup looks into historical behavioral patterns, by analyzing billions of geo signals and recognizing consumers’ affinity to certain places and real-life activities. As a result, the company creates consumer footfall heatmaps to show target audiences on a map, and a database of individual geo-behavioral interest profiles. Locomizer’s technology effectively drives marketing ROI by increasing relevancy of brand messaging, successfully predicting consumer interests in retail locations, and intelligently planning and managing events and urban development.

The startup recently received investments from international funds Impulse VC and Phystech Ventures in a seed round of $300K. The follow on investments in the startup may go up to $1.5M by the end of 2016. The raised capital will be primarily used for the international expansion of Locomizer.

Locomizer’s unique technology of audience discovery and segmentation, called Affinity(BI), is based on biological research into cell behavioral models by Dr. Alexei Poliakov, a cofounder of Locomizer.

“Locomizer is a good example of how the real world is being digitized and converted into big data, to create value-added products and services for their customers and end-users. This is just one of a few projects that bring a real ‘tech’ meaning to adtech,” says Impulse VC managing partner Kirill Belov.

Phystech Ventures managing partner Olga Maslikhova adds, “At the moment, Locomizer is focused on winning in adtech space, but the company is not limited to just adtech, as it has all of the capabilities to push its ‘data-as-a-service’ analytics platform across multiple verticals. The technology can be successfully applied in insurance, retail analytics (time-based promotions, competitive analysis, in-store shelf layout and finding suitable locations for new store openings), and e-commerce (powering product recommendation engines). The startup has already gained a foothold in EU, Japan and US markets. We recognize a huge opportunity for Locomizer to enter and be successful in the Southeast Asia markets as well. Phystech Ventures has a strategic presence there and will support Locomizer’s business development.”

Locomizer’s technology to intelligently discover target audiences has already won the acceptance within the advertising world. Clear Channel crowned Posterscope for the best use of data and insight in Bethesda’s Fallout 4 game’s out-of-home campaign, fueled by Locomizer: http://locomizer.com/posterscope-target-media-locomizer-win-clear-channels-outdoor-planning-award/ .
The advertising campaign for Jameson Irish Whisky targeted at new young adult audiences delivered smashing results, exceeding the brand’s expectations: http://www.havasmedia.co.uk/our-work/jameson-irish-whisky/.

Alexei Poliakov, a second co-founder and namesake of Dr. Alexei Poliakov says, “Our technology is a smart geofence. Instead of relying on target customers’ close proximity to key locations, we discover and recommend non-obvious places with high affinity to brands, which has never been more possible than with Locomizer’s insights. Our targeting is not location-based, but better – it’s based on where you’ve been in the past. There is an important difference here; while we recognize the significance of location as an indicator of your interests, once we have a good understanding of your profile, relevant offers can be sent to you, regardless of your current location.”

Locomizer continues to improve the functionality of its Affinity(BI) technology by designing new patent applications and adding filtering, matching, and predictive algorithms. The aim is to enrich the generated profiles with more granular information, allowing segmentation across multiple customer attributes in a campaign planning and real-time mode.

The company does not collect consumer data directly, but relies on their data partners to establish trust relationships with customers, gaining permission to share their non-personally identifiable data. Locomizer’s Affinity(BI) has a natural fit with adtech and out-of-home advertising solutions, but its application can be easily expanded to other verticals to better understand consumer behavior for marketing purposes.

About Impulse VC
Impulse VC is a venture investment vehicle, with the focus on technological Internet companies. Our infrastructure includes an investment fund, accelerator and business incubator, all designed to support and raise strong technological teams.

About Phystech Ventures
Phystech Ventures is an early stage venture capital firm focused on investing in high-tech companies in IoT, connected platforms, cybersecurity, efficient energy use, oil & gas, and new materials across the US, South-East Asia and Central and Eastern Europe.

New Locomizer’s video explainer

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?