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.

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

bethesda-fallout4-poster

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 in press: Digiday article

digiday's press coverage of locomizer

‘We’re looking for the lads’: Inside Jameson’s targeting strategy

OCTOBER 12, 2015

Jameson Irish whiskey, part of France’s Pernod Ricard, is targeting an unlikely demo with its latest U.K. outdoor ad campaign: beer-swilling lads. The whiskey brand used an audience-discovery engine called Locomizer. The platform’s algorithm analyzed Twitter data that was geographically close to the 4,500 bars or pubs that sell Jameson whiskey. (Link).