Real-Time Platform Enables Advertisers to Track Key Audience Metrics To Optimize Campaign
UNITED KINGDOM — Primesight, in conjunction with On Device Research, has launched Primemobile Live, the first real-time reporting platform for outdoor advertising campaigns. Primesight’s online customer portal will provide instant access to consumer feedback by reporting data on campaign awareness and resultant changes in attitudes and actions as they develop during an ad campaign period.
Primesight’s clients can now access performance data on their campaigns at the critical time – while the campaign is in display. Clients utilizing digital displays can also use real-time data to establish a recommendation to change the weight of exposure, or to make creative changes which will optimize the display towards the most effective creative treatments, and therefore benefit from improving ROI.
Data can be analyzed by audience segment, individual creative treatment and GPS location. The real-time reporting platform builds on data captured from Primesight’s Primemobile which tracks consumers throughout their day. It provides instant access to consumers’ in the moment thoughts, direct from their mobile device via an API feed, to an out-of-home planner’s PC or mobile internet enabled device.
“The Primemobile portal provided an excellent opportunity for us to track the campaign key performance indicators in real time,” said Claire Prendegast , Account Director, Mindshare/Kinetic. “An impressive media first that enables access to live data, Primemobile allowed us to understand how many respondents had seen the poster, how they felt about it and what they did as a result of being exposed to the out-of-home advertising campaign. The tool was invaluable in helping us clearly ascertain the campaign’s success.”
“Our focus is to deliver effective results for our clients. We have developed this tool to provide them with faster and therefore, more valuable access to data which will help them understand the key audience metrics that their campaign is generating during the critical campaign display period,” said Mungo Knott, Marketing & Insight Director of Primesight.
Alistair Hill, CEO of On Device Research, said: “We are incredibly excited to launch this real-time reporting platform with Primesight. We are connecting traditional and screen format outdoor advertising campaigns with market leading research technology, and meeting a growing demand for 24/7 live access to data.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media