Posters – now called out-of-home advertising, of course – are 200% more effective when mobile data is used to plan campaigns, according to initial results from Posterscope’s mData partnership with EE.
In a trial conducted from January to May 2014, Posterscope used EE’s anonymised and aggregated group-level network usage data to optimise poster media selections and measure increases in ad awareness, purchase consideration and online searches across 120,000 usage hotspots.
Clients including Lenovo, Nationwide, RBS, Studio Canal, Very.co.uk and British Gas took part in the trial.
Although there are no actual sales figures, results from the Lenovo campaign, which featured a control group and group optimised by EE data, include a 200% rise in ad awareness, a 200% increase in purchase consideration and a 150% boost in online searches.
To achieve the results, Posterscope fed its proprietary ‘Planner’ app, an algorithm-based tool powered by Route, with EE’s mData. This data was then used to gain insight into consumers’ movements and location-based behaviour when they were out and about. This revealed how, when and where mobile devices are used in relation to, and in the proximity of, poster sites nationwide.
Posterscope chief strategy officer James Davies saiid: “Mobile data is one of the industry’s biggest game-changers in a decade. We set out to redefine the approach to planning using big data from EE and the partnership has really delivered.
“We can now accurately identify which outdoor sites are seen by users of particular websites or apps and what they are doing on their mobile devices at the time. For example, we now know Surbiton and London’s Caledonian Road stations both deliver major peaks in visits to fashion-related websites so placing relevant ads in those areas will increase effectiveness.
“A lot has been written about big data’s usefulness recently but this is a real-life example of how we’re using it to transform an industry. We believe there’s still more to come.
“By using more sophisticated data analysis techniques we’ll be able to identify audiences in real-time, display relevant ads and improve campaign effectiveness even further.”
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