Using microlocations to get most out of your marketing budget in out-of-home advertising

January 7, 2020
Janne Lohvansuu
All advertisers would like to advertise only for those potentially their future customers, yet few are actually able to. However, the technological possibilities do exist and knowledge is increasing.

In traditional (and currently digital) outdoor, there is no intelligence inside of the campaign. This is why traditional buying methods are not even close to advertisers dream — advertising to those who are most likely to be the future customers instead of every single person in a given location.

It is important to remember that without any data intelligence built into the campaign, DOOH is just another format compared to the traditional outdoor advertisement.

Microlocation is the key for smarter targeting

The true magic for having fewer waste contacts in your DOOH campaign is the concept of microlocations that offer you the intelligence needed to reduce the waste contacts, in order to spend the same advertisement budget more efficient way than before.

How does the smarter way of buying DOOH work?

When you know your customer, we bring you the technology so that you can meet the most potential future customer in the most relevant context. As a simple example: On a Saturday afternoon, a salad lunch restaurant can show light lunch options to 24-year-old female and male and also to show relevant offers for singles (take away offer) and 2 for 1 offer for couples.

This means that with DOOHLABS platform advertiser is able to show optimised and targeted ad variants and offers in the right place for the right audience and right time. Even more, by optimising the creatives and offers to depend on the audience it’s possible to increase the actual conversion since we all know that one message and offer does not fit for all.

How can microtargeting be used in its full extent?

Let’s imagine you are marketing a small hybrid SUV to a certain city-dwelling target group. Our microlocation AI tags content in various ways and indicates, where ads with similar style/format/tone gained a lot of attention (from proven impressions from the specific target group you are trying to reach). With this information, your campaign can concentrate on those locations, on the very moments your target group is on the move.

By combining data from microlocation to, for example, the data produced by mobile networks, you can design your campaign to surgically contact the right group of people and equally importantly not paying for contacts you don’t want (which is somewhat a standard in DOOH today besides technology, also because of the methods currently used in segmentation models).

Bad reputation — a bright future?

Mircotargeting got into headlines (in somewhat questionable tone) in 2016 elections in the US with the introduction of high-end direct marketing data mining & predictive segmentation in social media. But for us, the intelligence is refined from the combination of audience, location & content, not from the individuals themselves.

For us, the intelligence is refined from the combination of audience, location & content, not from the individuals themselves.

Microlocation based marketing is very effective in tactical level marketing activities. The microlocations are highly effective tools for driving the last mile. Let’s say you need to activate the consumers on location to enter the store. The microlocation display is the best activator to engage the consumer to interact -be it a digital coupon to take to a store or a QR-code to get a personalised one time offer. AI can also, for example, detect from the data that an exceptionally good crowd (your precise target group) is present in a certain space and activate a proper campaign to run ad hoc.

In Doohlabs, we are forerunners in utilising the microlocation data and designing new data-driven microtargeting solutions for the marketers and network owners.
Our platform excels in gathering all the data microlocation can provide us and mashing into the actual contextual customer behaviour on site and also other available data sources.

Our AI creates intelligent and live playlists by combining & interpreting the data, tagging ads automatically with advertisers’ metadata and different attributes such as tone, sentiment, profile, etc). These live playlists are adapted in real-time to changing the context of the microlocation displays in the network.

Get in touch and lets discuss how we can improve your bottom line!