Locomizer goes on a #MissiontoChina to grasp a multimillion-dollar opportunity for its Behavioural bio-informatics platform

Locomizer ‘s team is thrilled to announce that Connected Places Catapult and the UK Science & Innovation Network has awarded five innovative UK businesses to participate in the Connected Places Mission to China helping UK Advanced Urban Services companies enter the Chinese market through urban solution co-development activities in China and Locomizer is one of them:

Developing “smart city” technology is seen as an important means of tackling urban challenges in China and the goal of the project led by Connected Places Catapult is to support UK businesses apply their expertise to Chinese city challenges, helping them find practical ways to establish innovation partnerships in China.

The programme will be taking place in three Chinese cities: Chongqing, Chengdu and Shanghai from 25th August 2019 to 30th August 2019”.

Locomizer’s GDPR-compliant bio-informatics platform provides the global agencies and media owners with the unique anonymous data about the Real-world behaviour of consumers to help plan and measure the out-of-home campaigns. “China’s out-of-home advertising market is expected to become the fastest growing segment in traditional media this year with strong spending and digitalization pace”, according to a joint report by IPG Mediabrands’s out-of-home (OOH) media buying and planning agency Rapport and its investment and media intelligence arm Magna.

China media owners’ net advertising revenue is estimated to increase 9.7 percent this year to 513 billion yuan (US$76 billion), following last year’s 12.2 percent climb.”

Excluding movie cinema ads, the net income of OOH media stood at around US$4 billion last year”. Please let us now if you are excited to explore and conquer the Chinese market by partnering with Locomizer!

Image by Silentpilot from Pixabay

Locomizer announces ‘Attribute’ to measure OOH campaign effectiveness

The depth, compliance and accuracy of location data continues to hamper OOH advertisers’ efforts to correctly attribute uplifts in in-store visits to specific marketing activity.

To address this problem, Locomizer has now launched ‘Attribute’, to help marketers see how their OOH campaigns are driving footfall. ‘Attribute’ is a natural extension of Locomizer’s award-winning proprietary algorithms, which use deterministic methods to more accurately attribute store visits to discrete OOH campaigns.

One of the key ingredients of ‘Attribute’ is having access to the world’s most advanced POI data. Having partnered with HERE, ‘Attribute’ integrates Here’s 2D Polygons which help resolve which store you have visited in a multi-level shopping center, further ensuring accuracy.

“Not only can we offer peerless behavioral informatics for OOH campaign targeting, we can now offer valuable analytics for retailers looking to see what uplift their OOH advertising activity has achieved.  Using our patented algorithms, Locomizer can accurately attribute store visits and show you how your campaign is influencing footfall,” says Dr Alexei Poliakov, CEO and co-founder of Locomizer.

‘Attribute’ is currently offered as a post campaign analysis tool but will be upgraded to work in real time to support the optimization of digital OOH campaigns. 

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


Locomizer supplies data for JCDecaux’s award winning Guinness campaign in Ireland

Marketing.ie reports that “Guinness has launched its summer OOH campaign ‘Guinness Time’ and it includes Dynamic scheduling to leverage the ever-changing Irish summer weather. The message, served by PML Group’s Dynamic platform, is based on weather conditions with ‘It’s Hot. We’re Cold. Guinness Time.’ displaying when the temperature reaches or surpasses 18 degrees.”

The campaign ran on multiple JCDecaux formats and booked by media agency Carat Ireland and outdoor specialist Source Out Of Home. The creative is by AMV BBDO.

Locomizer is proud to supply our proprietary data of audience affinity for ‘Drinks Out’ analysed for the planning and placement of this innovative weather-triggered OOH campaign.

As the result, the campaign was awarded JCDecaux’s campaign of the month for June.

AdMetrix announces collaboration with Locomizer

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

Nikkei invites Locomizer to pitch at AI Summit in Tokyo

Locomizer CEO Alexei Poliakov was in Tokyo last week to present at the Applied AI Summit in Tokyo organized by Nikkei. Nikkei invited Locomizer to participate alongside leading global AI startups in Japan’s largest three-day summit dedicated to the innovation and breakthroughs in the field of artificial intelligence. Dr.Poliakov shared the idea of Locomizer’s new geometry of the world to the summit’s audience.