Location Based Marketing In The Age Of Data
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Andy will be speaking on the latest trends in using intelligent out of home that leverages the tried and true benefits of the media combined with a new era in location based, data enabled marketing techniques.
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Location Based Marketing In The Age Of Data
- 1. 1
- 2. WELCOME TO THE UNITED STATES OF AUDIENCES
- 3. Increased time spent in ad-free environments CUTTING THE CORD Ad blockers are on the rise BLOCKING ADS Growing distrust in walled gardens of Facebook & Google DISTRUST Attention spans are dwindling while media clutter rises DISTRACTION 3 THE AGE OF DISRUPTION SOURCE: NYT, BUSINESS INSIDER
- 4. 4 *Source: Magna Global 2017 Radio NewspaperMagazine 15.7% 17.2%4.2% TV 2% TRENDING DECLINE IN TRADITIONAL MEDIA CHANNELS
- 5. 5 RadioPrint TV *Source: Magna Global 2017 OOH 2.1% MEANWHILE OOH CONTINUES TO GROW LED BY THE DISRUPTION OF DIGITAL
- 7. WE REACH 71% OF THE US POPULATION EACH WEEK WITH 400K CANVASES. 7
- 8. 8 OUT OF HOME IS THE ULTIMATE LOCATION BASED MEDIA
- 9. 9 A NEW WAY TO PLAN Shift from analyzing data about the location of the asset To understanding data about the audience that intersects the asset 8:00AM – Cafe 12°58’13”N/77°37’27”W 7:00 PM – Home 12°58’25”N/77°37’57”W 9:00 AM – Work 12°58’37”N/77°37’29”W
- 10. 10 Analyze massive sets of anonymized location data from mobile devices Use where they live, work, and play Understand what they are, without ever knowing who they are AUDIENCE DATA
- 11. Line 11 Data is ingested and fused together into our Data Management Platform Associated against OUTFRONT assets via our integrated planning tool “smartSCOUT” DATA ASSETS DATA MANAGEMENT PLATFORM DMP EMPOWERED OOH
- 12. 12 TARGET SEGMENTATION = OUTFRONT INVENTORY = HOME 11B AFFLUENT HOUSEHOLDS TOP PROFESSIONALS 02Y TAKING HOLD CAREER BUILDING 01Y STARTING OUT COLLEGIATE CROWD 12B COMFORTABLE HOUSEHOLDS WORK & PLAY Home location correlated against AXCIOM segmentation at census block level
- 13. 13 = HOME = OUTFRONT INVENTORY 11B AFFLUENT HOUSEHOLDS TOP PROFESSIONALS 02Y TAKING HOLD CAREER BUILDING 01Y STARTING OUT COLLEGIATE CROWD 12B COMFORTABLE HOUSEHOLDS WORK & PLAY Devices cross-tabulated from home location to intersection points within OUTFRONT Inventory IMPRESSION OPPORTUNITIES
- 14. PEOPLE ARE CONNECTED AND ON THE GO 14
- 15. KIA STINGER 15 • 170K Social posts within 25 hours • 16.7M Social impressions
- 16. 16 MUSTANG PONY PERSONALIZER • 220k Customers reached on Twitter • 425k Press impressions
- 18. AUDIENCES PROXIMITY Reaches users with the real- world visitation behavior as your target audience, up to 90 days lookback. Parents Sports Enthusiasts Big Box Shoppers Or specific brands: Starbucks Home Depot BMW Walmart And many more… Targets users within a defined geographical boundary to impact immediate and future behaviors. OOH Ads Storefronts Competitors Points of Interest Events Neighborhoods Highway Rest Areas Zip Codes And many more… +
- 19. COST PER SHOWROOM VISIT 19 • Drove 2,100 showroom visits • 2 x the campaign’s initial goal
- 20. 20 MEASUREMENT STANDARDS AS A COMMON CURRENCY Impressions/CPMAudiences Programmatic
- 21. 21
Editor's Notes
- We know that to brands, audiences are everything and that’s why we’re prioritizing them on our end too. We’re no longer just an OOH media vendor and/or billboard landlord, we’re a strategic partner that helps you leverage the OOH canvases to reach the right audiences that will drive your business forward and reach your goals.
- Today, the consumer is in control. Content consumption habits have changed. Media is fragmented. There are challenges in every medium. In television, consumers have cut the cord. Online they use ad blockers and are growing distrustful of Google and Facebook. The landscape continues to fragment, and on top of it, attention spans are getting shorter and shorter. So what does it mean to connect to them in a meaningful and authentic way.
- Out of home isn’t plagued by any of the challenges. In fact, it is 100% viewable. It doesn’t require a check box for permission. It cannot be skipped or blocked, and is the only platform that is always on and brand safe. That means when people see it, they are ready to engage with it, feel comfortable receiving the message, and spend less time focusing on why they were targeted and more on why what they are seeing matters to them.
- In the midst of this media upheaval, people are also spending more time out of home. Where they live, where they work, in urban areas and in small towns. With over 400K canvases & presence in highly trafficked transit hubs, OUTFRONT has national breath with deep local depth. This scale allows all brands, national or local, to make an impact and maintain a national presence (75% of US population reached each week), with targeted messaging by market or demographic, delivered at a high frequency (20+ times a day).
- Intro to this section with 5 icons for each point, each icon showing up on the five following slides
- May need to tweak language
- And they are more mobile than ever, consistently on the go and connected to their phone. Whether it is assisting in getting from point A to point B or sharing and communicating with friends on social media or being entertained by our favorite app. It is the remote control to our lives. OUTFRONT IS UNIQUELY POSITIONED TO SEAMLESSLY INTEGRATE SNACKABLE BRAND STORIES INTO HOW WE LIVE OUR LIVES TODAY. OUR MEDIA (AND YOUR BRAND) BECOME ADDITIVE TO THE EXPERIENCE, RATHER THAN INTERRUPTING IT. We’re with you throughout your daily journey, influencing and inspiring you on where to eat, travel, shop as you go to work, take your kids to school, go out for lunch, on your way home, etc. +
- With a common currency (impressions) and accredited counting methodology (from MRC), we can compare our media and its effectiveness to TV, radio, web and mobile, etc. This will be a tool for our ad sales teams and it will change the conversation with brands, irreversibly, into a strategic discussion about value and client objectives.
- End here.