Mobile Data Takes Out of Home Targeting to a New Level of Precision
In March last year, we reported on the launch of Route - a new planning tool which revolutionised the targeting capabilities of out of home.Route is driven by GPS data collected from 28,000 people who carried a GPS meter with them for 9 days. 3.5 million journeys were tracked, measuring traffic near 450,000 outdoor sites, revealing unparalleled insights into who travels where, when and at what speed.Using Route, premium and luxury brands can select sites that are more likely to be seen by their target consumers and, in the case of digital sites, at the times when those consumers are most likely to see them.But what if it was possible to target sites based on behaviour as well as demographics? For example, wouldn't it be useful to be able to select sites where you knew that consumers were searching for your type of product on their mobile?It's that very concept that has been tested in a recent trial undertaken by Posterscope in association with EE's big data division, mData - and the results are encouraging.The trial took place over a 2 week period between January and May and measured awareness, purchase consideration and online searches across 120,000 mobile usage hotspots using 370 selected mobile websites and apps, as well as 19,000 poster locations. Participants included Lenovo, Nationwide, RBS and British Gas.The only reported results were for laptop and tablet manufacturer Lenovo. They targeted areas where mobile users were actively researching gadget purchases on their smartphones and recorded a 200% increase in unprompted awareness and a 150% increase in online searches.Understanding the context of a consumer is key and something that's been missing from out of home advertising. If you know where your target consumer is and what they're thinking about - as demonstrated by their mobile behaviour - that's a powerful combination that allows premium and luxury brands to take the targeting of their out of home campaigns to a whole new level.There are caveats, of course (aren't there always?) Location as determined by mobile networks, usually via mast triangulation, is not as precise as that provided by GPS-based tools like Route so marrying up areas of mobile phone activity and outdoor sites may not be as precise as claimed. Also, if as a result of this approach, certain industries flock to advertise in say, mobile 'fashion' hotspots then disentangling cause and effect could become tricky. And of course, if your target demographic aren't frequent users of the mobile web and apps, then the addition of mobile data's not going to add much value.The likely consequence of this approach is a sharp premium on certain sites and a sharp decline in the value of others. If all the results are as good as Lenovo's, then premium and luxury advertisers would be advised to move swiftly to bank the benefits before rate hikes price all but the largest spenders out of the market.