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