Outdoor specialist Posterscope has become the latest firm to embrace anonymised mobile phone data by signing a deal with the UK’s largest mobile network, EE, to boost audience insight and campaign planning.
The tie-up will deliver Posterscope insights on group-level movements and location-based digital behaviour on the move, and an understanding of how, when and where mobile devices are used by large groups of people in relation close to poster sites throughout the country.
Future applications will enable agency planners to determine the effect that exposure to outdoor media at specific locations has on mobile web actions, and to capture data on journey patterns, areas of residence and locations visited by particular audiences. This would make it possible to pinpoint hotspots of sports or film usage, and design campaigns accordingly.
The new data will be incorporated into Posterscope’s recently launched ‘Planner’ app, that combines and interprets mass volumes of audience data to optimise the effectiveness and efficiency of campaigns.
This tool was primarily developed to leverage access to the raw data within Route – the outdoor industry’s audience measurement system – but also integrates data from a variety of other sources.
Posterscope is currently signing up launch advertisers with newly optimised campaigns running from November 2013. Chief strategy officer James Davies said: “This data will allow us to offer high levels of granularity and accuracy in planning and targeting client campaigns. It will also provide us with an unrivalled understanding and insight of the behaviour of audience groups in the out-of-home environment, and their journey to digital platforms.”
Head of mData at EE Chris Gobby added: “mData has the ability to provide unique insights in application to the planning of outdoor advertising – ultimately enhancing customer and client experience.”
Earlier this month, Morrisons revealed it is to roll out a mobile marketing scheme – backed by door-drop activity – which targets postal areas where people shop with rival grocers using software from Telefonica Dynamic Insights, the data arm of the O2 mobile network.
Mobile data ups Morrisons footfall