Cobus Loots, CEO of Pan African Resources, on delivering sector-leading returns for shareholders. Watch the video here.
No news.
JCD’s Costa says that Ubimo offers a sophisticated and unique attribution methodology that controls for other potential biases in the data, such as store-location bias and active device bias. (Explaining this is a longer conversation that we’ll dig into later.) Costa adds that Ubimo’s self-service attribution reports allow more studies to be done faster. That also allows for potential mid-campaign optimization.
“Ultimately brands are trying to get people into a store,” Costa said. However, OOH has historically been an awareness medium because it couldn’t be easily measured. Now that it can, I asked whether he thought that OOH might one day be sold as direct response advertising? But Costa sees the offline visitation data as a complement to rather than replacement for awareness.
“Brands haven’t had this data before, so they’re very happy to get it,” he said. Costa adds that among JCD’s brand advertisers, the availability of location attribution and audience insights is generating a lot of buzz.
How location data and analytics are revolutionizing JCDecaux’s OOH business
The company is working with Neustar for audience insights and targeting and Ubimo for foot-traffic attribution.
Greg Sterling on June 3, 2019 at 9:56 am
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There’s probably no other media segment that has benefitted from the advent of location intelligence as much as out-of-home (OOH). The availability of mobile-location data for better audience targeting and offline attribution helped transformed industry into the only traditional channel whose growth is accelerating.
That’s good news for JCDecaux (JCD), the leading outdoor advertising company worldwide. Founded in 1964, the company has placements — either street furniture, transportation advertising, airports or billboards — in more than 80 countries, which reach 410 million people in 4,031 cities. It’s now working with location data in multiple ways to define and segment audiences, inform media placements, optimize campaigns and measure their real-world impact on store visitation — and eventually purchases.
“The fourth quarter of 2018 produced the strongest quarterly growth for total media ad sales in 18 years,” according to the Outdoor Advertising Association of America, with some of this is attributable to the location-data revolution.
Using location for audience insights, targeting
Recently JCD announced an expanded partnership with identity resolution company Neustar. Using location data and real-world behavior analysis, the partnership allows JCD to understand which of its thousands of locations will index higher for a brand’s desired audiences.
According to Mark Costa, JCD’s Chief Digital Officer, the brand specifies the audiences and campaign objectives. Neustar location data then allows JCD to understand where to best reach desired audiences, their other offline behaviors and affinities and “deliver a data-driven story to the client.”
Neustar’s location data, a mix of first-party and licensed third-party data, can be used to:
Visualize mobile signal density of an audience, location, or custom geo-fenced area to determine ideal target markets.
Develop audience profiles by connecting pseudonymized location to demographic/psychographic variables.
Analyze audience foot traffic patterns, daily commutes, and daytime/nighttime population data
Improve campaign efficacy by engaging audiences with personalized campaigns
Geo-fence a custom polygon around a competitor’s locations to engage interested potential audiences with custom offers
Store-visits attribution
After campaigns are in market, JCD uses another company, Ubimo, for store visits measurement and foot-traffic attribution. Ubimo has an opt-in panel for location attribution and uses a control and exposed methodology to determine whether the ad exposure has actually influenced store-visits — to escape a kind of “last click” bias.
JCD’s Costa says that Ubimo offers a sophisticated and unique attribution methodology that controls fo
The interviewer is Sito MD.
Point1. Understands as investors we have been patient but are now wanting results.
Point 2. Today`s date in the link and top of the interview.
Point 3. How are the new glasses performing aerial :))
Thanks to Plunge.
hTTps://www.forbes.com/sites/brucerogers/2019/05/24/location-sciences-adds-transparency-to-location-data-ecosystem/#79f39c394087
ship or both :))
Some people may miss this shop :))
Thanks to Canarris across the way.
https://www.globenewswire.com/news-release/2019/05/21/1833350/0/en/SITO-Mobile-Delivers-at-the-Box-Office-for-Unplanned.html
Seems like an advert for the US market.
One party selling the 3p placing ( after consolidation) for their 20% profit and a more intelligent party picking up :))
All these nice round sell trades, probably Peel or Barclay`s making their 5% profit.
Wouldn`t still be here if i didn`t think like you aerial :)) More partnerships to come both here and the US which should start filtering through soon.
Similar to Beamer21 but 2p more :(
From across the way.
https://www.digitaldoughnut.com/articles/2019/april/dealing-with-the-bad-location-data-domino-effect
Talon Outdoor launches new OOH AdTech platforms
Posted by: Staff in Ad Tech, Advertisers, Agencies, Creative, Finance, Media, News 22 hours ago 0
Leading independent Out of Home agency Talon Outdoor has launched two new AdTech platforms.
Plato is an automated trading platform, which aggregates all OOH inventory into a single, intuitive campaign planning and delivery system. It allows users to explore, plan, check availability, reserve and trade paper and digital inventory across multiple markets.
Ada is an OOH data management platform which manages and activates billions of device-level audience data points to create new insights about how people behave and how to reach and engage them whilst on-the-go. Advertisers can use Ada to activate their own customer data or create custom audience segments relevant to their campaigns. The platform enables data driven audience targeting and campaign measurement.
Both platforms have been developed with Sahaj Software, which has extensive experience in applying data science and software engineering to develop large scale technology. Talon also partnered with multiple data providers including Location Sciences and Narrative.
Talon chief transformation officer Josko Grljevic says: “The launch of Plato and Ada is a direct outcome of Talon’s continued investment in technology and automation. We believe that these are catalysts that will scale our business and the footprint of OOH by bridging the gap between advertisers and their audiences.
“Today’s off-line and manual processes simply can’t do that effectively nor can they compete with the real time nature of mobile and web. Our objective was therefore very clear – develop tools and services that allow our internal and external customers, to seamlessly engage with the OOH medium to deliver meaningful outcomes.”
Sahaj Software founder Nitin Dhall says: “Sahaj is proud to be Talon’s technology partner. We have solved complex business problems by successfully pairing our engineering expertise with Talon’s specialist OOH domain knowledge, to build genuinely innovative and scalable technology solutions.”