The times in which we live have led advertisers to optimize cost and useful audience. The effectiveness of a solution, as well as ROI, are notions that are more than ever at the heart of media strategies. This requires finding a new balance between power and affinity.
Faced with these challenges, our client wanted to develop a unique method of characterization of advertising devices, which would make it possible to know not only the number of people passing in front of the billboards, but also their life and consumption habits.
Diversity of locations for a geoanalysis study
Geo-analysis makes it possible to examine and better understand the relationship between the geographical location of customers and the consumption patterns of products or services. In this case it turned out to be the tool that aimed to obtain the desired information.
This is because geoanalysis can also identify new growth opportunities and make more informed decisions about site selection and other key business operations.
The Client
A well-known outdoor advertising and communication company, with a global presence and a significant number of advertising devices. It zoned the entire territory and ensured optimal coverage of the population that is present in all public, consumer and mobility spaces.
This diversity of locations allowed it to offer advertisers a wide range of exclusive routes to better meet their communication objectives.
The objective versus the problem
To build such a method, it was necessary to incorporate different elements into the GeoAnalytics and Data Service equation, to cross-reference them with the client’s audience data. Additionally, a high data processing capacity and the construction of statistical models such as profiling and segmentation, among others, were essential.
GBA Smart Marketing® Solution
The answer to our client’s needs was the socio-demographic segmentation that includes, as no other company in Latam, information from Social Networks. This segmentation groups a wide range of very precise data and allows segmenting the totality of the households where the devices are located.
For our client, we analyzed a significant number of advertising spaces with the help of more than 600 criteria from our behavioral databases.
By cross-referencing the databases and the addresses of the billboards, the client had more dynamic criteria at its disposal. This allowed them to analyze each advertising device and its human and commercial environment at a very fine level.
Results
With the exhaustive work of GBA Smart Marketing® and the different partners on which it has relied, the client built a unique solution that allows to make each advertising device more “intelligent”.
By cross-referencing geographic and behavioral data, it allows to know, for each advertising device:
- The number of people passing in front of the billboards.
- The living and consumption habits of these people.
- The list of nearby billboards.
Finally, geo-analysis can also help companies identify new growth opportunities. By analyzing demographics, customer spending patterns and other factors, companies can identify areas where there is unmet demand for their products or services.
Another important application of geoanalysis in marketing is site selection. By analyzing data on population density, income levels and other demographic factors, companies can identify the most promising locations for new stores or other facilities. This can help minimize risk and ensure that new businesses locate in areas where they are likely to succeed.
For GBA Smart Marketing®, the value and interpretation of data plays a key role in the development and innovation of our portfolio of customized solutions for each of our clients.
Contact us for more information about our services.
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