#PlaceConf: O2 + Subway — Combining Traditional & Digital Media with Location Analytics
June 18, 2018 | Contributed by: George Dixon
Myself and Faye McDowall from Global DAX took to the stage to explain how connecting offline channels and location data is possible and what it offers in our session, ‘Combining Traditional & Digital Media with Location Analytics.’
I began by explaining how location data use has begun to mature beyond pure display targeting and how Mobsta is in turn harnessing it to offer more in-depth reporting, attribution and insights. Demonstrating the effect of a campaign or offering insights into an audience pre-delivery in the planning stage. By combining GPS and mobile device ID’s it’s possible to understand where someone has been over time and build audiences for insights and targeting. Building up location insights from GPS against a user’s unique Device ID by comparing these signals to their extensive point of interest database.
In the offline space, this data can be used to monitor the effect of exposure to out of home (OOH) advertising. This is done by knowing from someone’s GPS location that they have been in proximity to an advertiser’s poster site. From here, the advertiser can decide to reinforce that OOH messaging with mobile display and/or monitor the subsequent location behavior of the exposed person to see if it ultimately visits a relevant store, once again using GPS attached to Device ID’s and monitoring locations for visitors. Using a control and exposed methodology, you can then determine if this visit was a result of the exposure and, in turn, demonstrate the campaign’s effect.
Faye then showed how this methodology can easily be transferred to other channels such as digital audio where Device ID is also present. In a channel spanning podcasts, radio and music streaming which is set to exceed 31 million listeners by 2020 validation of ad effectiveness is incredibly valuable. Working with Mobsta, Global DAX (Capital Radio, Deezer, Absolute etc.) was able to show increases in foot traffic to advertisers stores as a result of audio ad exposure alone.
For Subway and O2 this led to 10’s of thousands of additional store visitors, or between 2 – 2.5% of those exposed to the Global DAX audio campaigns. By harnessing location data, this also offered further insights such as how far the exposed audience typically traveled before visiting a store, which days of the week saw peaks in visits and how long after exposure people tended to visit. Among other metrics, all of which help inform future planning.
Elsewhere, I quickly showcased recent case studies where Mobsta’s location data had been used to show the impact of Digital OOH ads, like those seen on the new Piccadilly lights, can have on driving store visits and the shift in brand metrics among those exposed to moving wrapped taxi media.
Finally, I demonstrated where this data is now being used in improving planning and buying efficiencies within platforms built for offline insights and channel planning by identifying where and when an audience is likely to be in a location or in proximity to a site or screen.