LIVE BOARD is Japan's first programmatic-only network for digital out-of-home, that enables the purchase of various digital OOH advertising inventory.
The Intel Corporation advocates the concept of the 3A’s approach, which is the standard for selecting media that advertisers demand.
Until now, the OOH market has focused their sales methods on offering time-based ad buying or guaranteeing a certain number of plays. As a result, there was no way to measure an ad’s effectiveness in terms of whether it reached the target audience, or caused a change in the target’s purchasing behavior.
But now, LIVE BOARD is able to bring Intel's concept of the 3A's approach to life and enable the programmatic selection and delivery of preferred locations and target audiences, along with a measurement of ad effectiveness.
The “See It All” campaign targeted key B2B decision-makers in four industries: “IT business”, “Manufacturing”, “Retail”, and “Healthcare”. Based on location data and audience movement patterns, LIVE BOARD helped Intel to programmatically activate screens when there was a high concentration of decision-makers.
Based on geotemporal data and mobile device IDs, the target audience was defined based on the location of their company's headquarters and sales offices, as well as visitor's location data obtained during conferences and exhibitions for each industry. We defined business partners in the "IT Business", "Manufacturing", "Retail" and "Healthcare" industries, which visited conferences and exhibitions held from 2019 to early 2020.
In order to deliver efficient advertisements, we calculate the target content score for each digital screen in LIVE BOARD’s inventory and create a heat map. This allows you to identify specific digital OOH ads with high target content scores and their time zones.
The solution offers automated purchasing and delivery of digital OOH inventory. Traditionally, buyers could only purchase inventory for a predetermined period of time, which was decided by media owners. LIVE BOARD offers the possibility to activate campaigns programmatically, which means buyers can purchase and activate based on the media type and can choose the cadence at which it is distributed. Based on campaign parameters set by the advertiser, we realized that the optimal way to purchase and deliver our inventory was through programmatic technology.
After delivering an advertisement, we extracted the mobile device IDs of an exposed group (contact group) versus the unexposed control group ( non-contact group) from the target audiences. Based on the mobile IDs (offline ID), we converted the data into a cookie (online ID), which is associated with the same person. We then monitor the user's activity on the website to verify the effectiveness of the advertisement.
Increasing Effectiveness of
LIVE BOARD’s Contact Rate
Overall, an average 8.8% lift in B2B surge
By target (11.2% increase for healthcare,
6.8% increase for manufacturing,
6.9% increase for retail,
11.1% increase for IT companies)
By analyzing the level of interest on Intel’s website, LIVE BOARD was able to indicate an average of 8.8% increase in B2B surge for the exposed group of the campaign versus the unexposed control group.
Until now, the OOH industry in Japan did not have a standard indicator of media value, such as audience ratings on TV, so it hasn’t been possible to compare OOH with other media. LIVE BOARD calculates the number of people (impressions) that are expected to see an OOH ad based on global guidelines. Since the actual number of impressions delivered are known, this allows advertisers to plan with confidence.
The effects of OOH advertising includes both a recency effect and a group effect. It has been difficult to demonstrate ROI due to the time and cost involved in trying to actually verify the effectiveness of such ads. The “See It All” campaign made it possible to verify the effectiveness of ads based on logs and using actual results.
Identifying a target audience based on mobile IDs offers the flexibility advertisers need to plan and purchase the optimal advertising campaigns, such as location and time, and authenticate the outcomes. These are a few examples of the strengths and capabilities advertisers can achieve by using the LIVE BOARD platform.
Case study: “See It All” campaign
Campaign period: 1 July 2020 - 31 July 2020
Scale: 4,000,000 impressions