EE gives mobile user data to ad agency to improve outdoor advertising results

Out-of-home (OOH) advertising is up to 200 percent more effective when mobile data is used to plan campaigns, according to trial results from ad agency Posterscope and EE.

In a trial conducted from January to May 2014, Posterscope used EE anonymised mobile usage data in an attempt to optimise OOH campaigns. The trial measured increases in ad awareness, purchase consideration and online searches across 120,000 usage hotspots, and found spikes in all three areas.

Ad clients including Lenovo, Nationwide, RBS, Studio Canal, and British Gas took part in the trial.

Results from the Lenovo campaign, which featured a control group and also a group optimised by EE data, generated increases of between 150 percent and 200 percent across the three areas, said Posterscope.

To achieve the results, Posterscope fed its proprietary "Planner" app, an algorithm-based tool powered by Route, with EE’s mData. This data was then used to gain insight into consumers’ movements and location-based digital behaviours when they were out of their homes.

This revealed how, when and where mobile devices are used in relation to, and in the proximity of, OOH media sites nationwide.

The campaigns ran for two weeks each between 27th January and 4th May 2014. Usage of 370 specifically selected mobile websites and apps were analysed, and 120,000 usage hotspots were identified.

A total of 19,000 poster locations were selected as part of the process, with the research conducted by Research Now using a panel of 1,500 people.

“Mobile data is one of the OOH industry’s biggest game-changers in a decade,” said James Davies, chief strategy officer at Posterscope. “We set out to redefine the approach to OOH planning using big data from EE and the partnership has really delivered."

He said: “We can now accurately identify which outdoor sites are seen by users of particular websites or apps and what they are doing on their mobile devices at the time. For example, we now know Surbiton and London’s Caledonian Road stations both deliver major peaks in visits to fashion related websites, so placing relevant OOH adverts in those areas will increase ad effectiveness.

“A lot has been written about big data’s usefulness recently but this is a real-life example of how we’re using it to transform an industry."

Posterscope says it is the only OOH agency with a mobile network partnership, enabling it to draw on a dataset which features 27 million mobile users to improve OOH ad effectiveness.

Posterscope says that by using even more sophisticated data analysis techniques, it will be able to identify audiences in real-time and offer tailored ads. For example, a sportswear brand could use advanced real-time data to identify runners coming towards a digital screen, and then display adverts for products such as running shoes.

Chris Gobby, head of mData at EE, said: “We look forward to generating further unique products with Posterscope in the outdoor advertising space.”

Posterscope’s exclusive partnership with EE was established in November 2013.

Copyright © 2014 IDG Communications, Inc.

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