In measuring the volume of the pedestrian
audience for outdoor advertising, AdMetrix chose to use the geolocation data produced
by a British start-up company founded by Russian scientists.
The AdMetrix project was presented to NABC
in November 2018 at the National Advertising Forum. It was announced that
TomTom will use GPS-based car traffic data from Apple devices and from the
navigation equipment of most car makers to measure the success of outdoor
advertising project implementation.
In February 2019, ratings of advertising
structures in Moscow based on new data were presented to agencies, outdoor
operators, advertisers and auditors. Speaking at the Effective Visual Communications
industry conference, AdMetrix CEO Ilya Shershukov announced that all ESPAR
ratings for 2018 were recalculated based on data, including car and pedestrian
traffic.
The choice of data providers, methodology
and knowledge of the inventory play a decisive role in the measurements of
outdoor advertising. Locomizer, with HQ
in London, was invited as one of the suppliers of geodata for the AdMetrix
project.
Locomizer partners with leading global
companies in the field of marketing communications and outdoor advertising and
its technology is successfully used by well-known European and global brands,
like Mercedes, McDonalds, Bethesda, Diageo, Jameson Whiskey and media firms
like JC Decaux and Dentsu. For example, an
advertising campaign created by Posterscope, the world’s largest communications
agency in the field of Out-of-Home, used Locomizer technology for an
advertising campaign that won the professional British award Clear Channel’s
Outdoor Planning Award in the nomination “Best Use of Data and Insights”.
“A person’s behavior in locations can be superficially
observed using GPS technology built into mobile devices that are always with
you. This data is available through mobile application data aggregators. However,
analyzing and classifying behaviors based on location data, as well as
determining dynamic hot spots for different behavioral groups is a complex
scientific and technological process. People do not randomly go to the nearest
cinema and nor eat at the nearest first restaurant. Our brain makes complex
calculations that we do not notice when choosing places to frequent. This behavior
is unique and Locomizer’s Audience Discovery Platform technology was created to
decrypt, interpret and predict behavioral patterns to help companies match their
messages to the right people in the right location, ”- commented Alexei
Polyakov, CEO of Locomizer.
Ilya Shershukov, CEO of AdMetrix, says: “In
solving the problems of determining automobile and pedestrian flows, we are
purchasing data from several suppliers. Impersonal quantitative GPS data
aggregated and processed by Locomizer algorithms give us a clear, dynamic
picture of pedestrian traffic throughout Moscow and the Moscow region. We
significantly increased the accuracy of measurements thanks to the Locomizer
data. They participate in all new ratings for 2018 and will be used at least
until the end of 2019.”
ABOUT ADMETRIX:
AdMetrix is the only supplier of outdoor
advertising monitoring and media metrics (OTS, GRP, R & F) for the Outdoor
and Transit segments.
Company Products:
Planning and reporting. Mediametric
characteristics (OTS, GRP, Reach, Frequency) are tools for finding the most
effective solutions when planning advertising campaigns in outdoor advertising
and reporting on their actual results in 40 cities of Russia.
Monitoring The basis for analyzing the
strategy and volume of purchases by advertisers, changes in targeted programs
and payload of advertising equipment owners, detailed reference information on
the types and volumes of advertising media in 51 cities of Russia.
The owners of AdMetrix include research
company ESPAR. Based on a long-term license agreement, since January 2019, all
ESPAR databases and software are delivered to the market exclusively through
AdMetrix.
Company website: http://www.admetrixcis.ru/
ABOUT LOCOMIZER
Locomizer, an award-winning provider of location data and
algorithms that matches the people to places, is used by organisations
worldwide to discover and focus on the right places and audiences. Locomizer’s patented technology delivers
location insights and analysis to support better decision-making and targeting
for operational and marketing executives. This includes global brands and
outdoor advertising/media agencies to media owners and commercial real estate
firms.
Locomizer leverages Esri mapping and location platform to
visualize and extend the analysis of this data.
Locomizer uses HERE’s 2D Footprints and Places to profile users
based on their behaviour in the physical world
To learn more visit www.locomizer.com