Kudos to Asif Khan (@AsifRKhan) of Location Based Marketing Association (LBMA) for covering Locomizer’s recent OOH campaign for Smirnoff Cider during his popular podcast “This Week In Location Based Marketing“. Our story begins at 11:55.
Locomizer, the worlds leading biological market intelligence company, is proud to team up with The Dandy Lab on the launch of their newest pop-up retail experience in the heart of London’s West End by providing untapped consumer insights.
Powered by Biological Intelligence know-how and aggregated footfall history, Locomizer proprietary algorithm calculates the interests of shoppers who pass by the area, providing retail brands and property operators with dynamic consumer or staff insights at a street level. Locomizer understands that each place has it’s own identity, which can change at different times of day as people with specific interests come and go.
Thanks to Locomizer’s revolutionary geo-behavioral audience profiling, now it is possible to know not only how many people pass by your venue, but also what their top interests are by day part. This information is invaluable for brands as they can make data-driven decisions on when to launch an hourly flash promotion to cater to a specific interest of shoppers or tailor their in-store shelf inventory accordingly to stay relevant to the people in that location.
Equally, property operators and landlords can lure more tenants by having on Locomizer footfall analytics that depicts the audience interests on site and effectively matching audience interests with tenant offerings.
‘Locomizer empowers the B2B element of The Dandy Labs’ smart retail concept on Bird Street by providing pop up shop owners and landlords with unique footfall interest analytics and measurement reporting enabling them to stay relevant and better connected to their customers’. – Julia Bainiaksina, Co-Founder, The Dandy Lab.
‘The ability to understand people on the high street in a dynamically changing context revolutionizes off- line shopping by giving it data-driven insights such as visitation rates and shopper profile information by time of day, data that has only available to online retailers in the past. Locomizer is excited to be pushing boundaries in this market with our geo-behavioral and location affinity analytics’. – Alexei Poliakov, Co-Founder, Locomizer.
Locomizer works with huge volumes of raw location data and the results are outputted in the form of online interactive audience heatmaps that can be viewed by day part, showing what kind of shoppers are nearby at any given time period.
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 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, 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.
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
info@locomizer.com
Logo – http://inbound.nightley.jp/audience_map/img/ii-locomizer@2x.png
SOURCE: Locomizer
