Targeting key B2B decision-makers in four industries: "IT business", "Manufacturing", "Retail", and "Healthcare"
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.
Defining Target Audiences with Geofences
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.
Analysis of target behavior patterns
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.
Automating the purchase and delivery of optimal screens through the DSP
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.
Mapping Offline IDs to Online IDs and Measuring Advertising Effectiveness
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 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.
By target (11.2% increase for healthcare, 6.8% increase for manufacturing, 6.9% increase for retail, 11.1% increase for IT companies)
The LIVE BOARD Platform Can Realize the 3A's
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.
Details
- Case study: "See It All" campaign
- Campaign period: 1 July 2020 - 31 July 2020
- Scale: 4,000,000 impressions
- DSP: Hivestack DSP
- Introducing Company: Intel Corporation (https://www.intel.co.jp/content/www/jp/ja/homepage.html)
