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Tapping in to better insights from big data

James Davies, CSO Posterscope,  appeared in EE feature  ‘Tapping in to better insights from big data’ in the Daily Telegraph Business section.  Davies discussed how Posterscope and EE are using mobile data for location-based OOH advertising.  The article, written by Chris Price, can be read below or accessed online.
” Why Surbiton station is a massive fashion hotspot” 

It may not be a name you are familiar with, but chances are that you will have seen one of Posterscope’s ads on your way to work this morning.
Bus stops, tube stations, even petrol pumps and shopping trolleys are just some of the locations where Posterscope buys advertising space on behalf of its clients, which include ZenithOptimedia, and brands such as KFC and Coca-Cola.
The company was behind the recent campaign to turn the iconic red London bus black, on behalf of Adidas. “It’s one of the few times where you can be walking down the street and you will overhear someone saying ‘look at that bus’,” says James Davies, Posterscope’s chief strategy officer.
The company claims to have around a 30pc share of the out-of-home (OOH) advertising market. With such a vast selection of OOH places to advertise, a large part of Posterscope’s job is to provide intelligence to clients.
“As a client you need specialist businesses to guide you because there are so many options,” explains Mr Davies. “Should I be on petrol pump nozzles or on the side of a bus? Once you’ve decided on the medium, you need to pick the location because with thousands of bus stops out there, you’re not going to choose all of them.”
Traditionally, when planning campaigns Posterscope has relied on proprietary research and industry level data to give some demographic information about a poster site. However, it has now gone one step further and added a “third level” — that of mobile data (mData) in partnership with EE.
Here insights based on anonymised and aggregated mobile network usage data is shared by EE to Posterscope to provide more accurate locationbased information for planning advertising campaigns on behalf of a client.
“mData allows you to go one step further than demographics so you can tell what groups of people are actually doing on their phones at a particular location,” says Mr Davies.
In a recent campaign for computer/tablet manufacturer Lenovo, for example, Posterscope was able to select sites where it knew people were more likely to be looking at technology websites. “As a result, people’s awareness of the campaign was twice as high in these hotspots,” says Mr Davies.
Since it started the mData partnership with EE last October, Posterscope has also used mobile research to uncover a few surprises. Says Mr Davies: “We were looking at places to advertise for one fashion client and were researching where people were looking at ASOS and Very’s websites on their mobile. We discovered that Surbiton station is a massive fashion hotspot.”
 
Source: The Daily Telegraph 

AXA Uses EE Mobile Data to Microtarget Outdoor Ads

AXA is using multiple strands of location-based data alongside EE’s data on outdoor smartphone usage to microtarget ads to potential consumers.
The insurance firm says the “game-changing” approach to planning out-of-home advertising will reach decision makers for SMEs, a typically difficult group to reach, by identifying ‘hotspots’ of mobile usage near poster sites.
Brands including Lenovo and British Gas have been trialing the technique since the start of the year in partnership with Posterscope in an attempt to understand how mobile devices can pep up the performance of outdoor campaigns. AXA’s effort, which uses multiple location based data, is being served at scale.
Target areas are initially being established by merging AXA’s own postcode records of SMEs together with industry statistics sourced from the Inter Departmental Business Register to form a map of potential areas. It is then overlaid with insights from Posterscope’s audience panel, data from industry planning tool Route and EE’s mData unit – which tracks the mobile usage habits of audience groups – to identify the most relevant locations before skewing ad placements to mobile hotspots.
AXA says the approach opens the opportunity to identify target audiences through the business contracts EE hold – where by there is less than 10 contacts on the contract – allowing them to infer it’s an SME. Additionally, it can now drill further down into evaluating metrics such as awareness building and sales.
Chris Jones, head of brand and online at AXA UK, says the Havas-planned initiative is part of a wider play to adopt more innovative ways of targeting consumers through data and insight.
It brings into sharp focus a paradigm shift across the outdoor advertising industry whereby brands are using data to target people more effectively by proximity in real-time.
Lenovo ran a two-week promotion for its Yoga Pro 2 tablet in March to reach people in areas where they were actively researching gadget purchases on their smarpthones. Outdoor ads pushed to those hotspots sparked a 200 per cent increase in both ad awareness and purchases consideration, Lenovo claims. Online searches jumped by 150 per cent, the business adds.
Via: Marketing Week

Location Tech and Mobile Map Out Way to Better Business

Surbiton would not normally be thought of as a centre of fashion.
But it is, according to location data analysts at least.

This south west London suburb, home to BBC TV’s fictional Stella Street celebrities, is where young people are more likely to check out fashion sites and apps on their smartphones than almost anywhere else in the UK.

The surprising insight comes from mobile phone network EE, which has collated terabytes of anonymised and aggregated data on more than 20 million UK customers – data that is proving increasingly valuable to retailers and advertisers.
The internet has been a godsend for marketers – enabling them to track our online behaviour to the nth degree.
Now location data from mobiles and other sources has added a whole new layer of detail to the picture – a step-change analogous to the move from videotape to DVD.
“Location analytics are becoming integral to every business strategy,” says David Brussin, chief executive of Monetate, a digital marketing company.
Poster boys and girls
US marketing pioneer John Wanamaker once famously said: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Location analytics is helping to solve that conundrum.
Out-of-home (OOH) advertisers and agencies – those responsible for ads on billboards, bus stops and other physical locations – now know what type of person is passing a specific location at any one time, and what they are doing online.
They can then target their ads accordingly.
“Thanks to location data we now understand the relevance and value of a particular advertising position compared with another,” says James Davies, chief strategy officer at OOH agency Posterscope.
“For instance, commuters at one station may tend to look at financial apps on their phones, whereas people travelling from another station may prefer fashion apps,” he says.
“Knowing this helps advertisers ensure their ads are relevant, which saves money and improves effectiveness.”
With brands spending nearly £1bn a year on outdoor advertising in the UK, relevance is key to getting more bang for your marketing buck.
Posterscope says its partnership with EE has seen advertising effectiveness triple for some of its clients, who include Lenovo, Nationwide and British Gas.
“We now know which bus stop is better than another on the same street,” says Mr Davies.
Music for you
The mobile phone is not only an excellent tool for locating consumers, it is also an increasingly effective way for brands to interact with them.
When people move into a particular zone – crossing a geo-fence as the jargon has it – marketers can send highly targeted offers to their phones – ads relevant to their age, interests and purchasing histories.
For example, during last year’s Proms music festival, which centred around South Kensington’s Royal Albert Hall, Decca Records sent text messages to classical music lovers in the locality offering them free track downloads of artists featured in that night’s programme.
At first, the campaign looked liked proving a damp squib – the geo-fenced area was too narrowly focused around the venue.
But as soon as this was widened to include nearby tube stations, the response rate improved dramatically, the company says.
The campaign illustrated how location analytics could help reach an older demographic that is normally hard to engage, argues Sean O’Connell, director of product and technology at Weve, a joint venture between mobile phone networks Telefonica, Vodafone and EE.
Weve provided Decca’s location-based customer data and helps many other businesses with their marketing campaigns. About 60% of its campaigns in 2013 “included a location element”, says Mr O’Connell.
“The Decca campaign shows how specific and bespoke your marketing can be. And you get much more engagement with this type of marketing – click metrics improve three or four times,” says Mr O’Connell.
Personalised offers
“Location and context aware offers are going to change the world,” says John Bates, chief marketing strategy officer of big data specialist Software AG.
“Say you’re walking past a designer shoe store, you could receive a mobile ad offering a 30% discount off Jimmy Choos if you come in within the next 30 minutes and use a particular credit card.

“This is how the High Street can fight back against Amazon,” he adds. “The real world is fighting back against the virtual world – it’s personalisation on a massive scale.”

Monetate’s David Brussin agrees, saying: “A retailer can offer customers a promotion online, via email or on mobile, which changes dynamically based on their location, highlighting the shop physically closest to them and directing them to visit, and ultimately buy.”
But this kind of highly personalised marketing will only work if consumers are happy to trade some privacy in return for the benefits, Mr O’Connell believes.
“All such services are opt-in,” he says. “Customers give their permission to be indentified. With location technologies, being able to say no is of paramount importance.”
Smart maps
Location data can also help businesses map out ways to improve – literally.
For example, Esri, a specialist in location data mapping, mashes together all sorts of data – censuses, social media streams, weather, land surveys – then adds in location data gleaned from wi-fi, phone masts, GPS, and card transactions.
“Static data is being enhanced by real-time data, and this is making maps dynamic,” says Sharon Grufferty, head of software-as-a-service product management for Esri UK.
“Companies can locate hotspots of Twitter sentiment on a map, for example, and pinpoint where a problem exists, enabling them to tackle it quickly,” she adds.
Such analysis is helping insurers assess household risk far more accurately, energy companies pick the ideal place for a wind farm, and retailers plan their stores, says Ms Grufferty.
For example, retailer Argos, part of Home Retail Group, used Esri’s location mapping expertise to help it decide the best locations for its “click-and-collect” centres, based on in-depth analysis of online and in-store customer behaviour and geo-demographics.
The underperforming, badly located stores were jettisoned, while new and existing stores were stocked more efficiently to suit the local clientele.
“Home Retail Group have been long-term users of mapping software and insight,” says Andrew Stringer, the company’s customer and market insight controller.
“It helps to identify more areas where we can offer great convenience to our customers.”
These days, the old adage “location, location, location” seems to apply as much to business as it does to property investment.
Via: BBC News

Out of Home 200% More Effective When Mobile Data is Used to Plan Ad Campaigns

  • Big data partnership hailed as game-changing as it improves out-of-home advertising effectiveness by a significant margin
  • Posterscope clients using EE data include Lenovo, Nationwide, RBS, Studio Canal, Very.co.uk and British Gas

Out-of-home (OOH) advertising is 200% more effective when mobile data is used to plan campaigns, according to initial results from Posterscope’s exclusive mData partnership with EE.
In a trial conducted from January to May 2014, the pioneering out-of-home (OOH) communications agency used EE’s anonymised and aggregated group level network usage data to optimise OOH 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.
Results from the Lenovo campaign, which featured a control group and group optimised by EE data, include:

Action Increase
Unprompted advert awareness 200%
Purchase consideration 200%
Online searches 150%

To achieve the results, Posterscope feed 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 digital behaviours when they were out of their homes.  This revealed how, when and where mobile devices are used in relation to, and in the proximity of, OOH media sites nationwide.
“Mobile data is the OOH industry’s biggest game-changer in a decade,” said James Davies, Chief Strategy Officer at Posterscope. “We set out to redefine the approach to OOH 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 OOH adverts in those areas will increase ad 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.  And the best thing is we’re the only OOH agency with a mobile network partnership, enabling us to draw on a dataset which features 27 million mobile users to improve OOH ad effectiveness.
“However, despite this landmark moment for the 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 digital-out-of-home adverts and improve campaign effectiveness even further.  For example, a sportswear brand could use this advanced real-time data to identify runners coming towards a digital screen and then display adverts for products such as running shoes.”
Chris Gobby, Head of mData at EE, said: “At EE we strive to help businesses make better decisions from big data with the results speaking for themselves in our work with Posterscope. We’re excited to be a part of this, and future, ground breaking applications of EE mobile data in out of home advertising and look forward to generating further unique products with Posterscope in the outdoor advertising space.”
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