Location data will play an integral role in the consumer journey: Industry experts
Industry experts explain how location data can be leveraged by brands to enhance creativity
The WARC #Media100 Annual Ranking report has generated lessons from the world’s best campaigns for media innovation. There were three key learnings from these clutter-breaking ad campaigns that were listed: 1. Location data and a new concept of creativity, 2. Agency collaboration and 3. Unexpected media placements that drive attention. We have already explored: Agency collaboration and spoke to industry experts who said going forward media industries need to be more integrated. Now let’s dive into the next key learning, ‘Location data and a new concept of creativity’.
According to a WARC article, a clear differentiator in the Media 100 campaigns was the use of increasingly sophisticated use of geographic data and targeting, with both sets of data seamlessly integrated. Real-time customisation of personal messages targeted at individual drivers generated an 11.7% uplift in train ridership.
But is India as a market ready for such innovations? Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications, The Ogilvy Group told us that India still has hundreds of millions of consumers without internet access. Speaking on this context Chattopadhyay remarked, “It is important to look at location-based data from offline shoppers at brick and mortar stores. One innovative way to do this is to provide free hotspots in retail points such as stores, cafés, cabs or long stays and, in exchange, automatically gather a serious amount of offline customer profile data.”
Tracking the consumer's location and cumulating data is much easier to create localised and personalized content for the consumer. “Each time a customer logs into free wifi with her smartphone across any of thousands of hotspots, she is tracked. Analysing the cumulative data, customers' likelihood of buying can be predicted and they can be enticed with customised offers based on their previous purchase behaviour,” stated Chattopadhyay.
By collecting data on the customer's behaviour patterns provide advertisers with a high-level of insight to create impactful ad campaigns. According to John Thangaraj, National Planning Director, FCB Ulka the world is now fundamentally mobile first. “With consumers making hundreds of micro-decisions from the palm of their hand every single day which could impact their buying behaviour. If you aren’t present at this new moment of truth, you’re going to lose out. That being said, in an increasing location data-driven world, the power of the idea will become more important than ever before”, remarked Thangaraj.
Technology is now democratized, creativity is not. Thangaraj is of the opinion that, “It’s not really about just interacting with your consumers in real time, it’s about giving them something fresh, compelling and exciting that makes them stop, consider and buy.”
Thangaraj gave examples of how FCB Ulka leverages by using location data. “At FCB, we’re moving away from the traditional notion of ‘brand building’. The creation of a big, shiny monolith that consumers will flock to. Instead, we’re focusing on ‘brand dissolution’, the dissemination of the brand story, essence and purpose across every stage of the consumer journey. Location data will play an integral role in driving this dissolution across every step of the consumer journey.”
Vikram Pandey (Spiky), National Creative Director, Leo Burnett India said that data is turning out to be the key in the new world of creativity. If applied well in association with media partners, creative data has the power to multiple the output of the campaign by many folds.
Pandey speaking about his own experience with location data said, "We recently experience this magic while creating hyper targeted, hyper contextual OOH campaign for Spotify – ‘There’s a playlist for that’. Here, we exercised geographical social media intelligence, combined with sentimental analysis to arrive at more than a thousand unique, location specific tension points. We then put these up on billboards in trademark Spotify style, with quirky playlist suggestions for each worry.
While creating more than a thousand data-driven, location-unique pieces of creatives was fairly challenging for us, the result was hugely satisfying. Spotify’s ‘There’s a playlist for that’ campaign turned out to be highly relatable and garnered social media love with a million plus impressions and shares. It became the most talked about OOH campaign of the year."
Anand Chakravarthy, MD, India, Essence, stated that with the improvement of technology and the accuracy of geo-targeting has become far more sophisticated. Chakravarthy said, “Now it is possible to target smaller areas like a retail showroom or location around an OOH site and even move from broad radial targeting to Polygon mapping and targeting a specific shaped area. This has, in turn, created new opportunities for brands to target consumers at a key 'moment' in the purchase journey and with a more customised message as well.”
Chakravarthy gave an example of how advertisers can now target customers in and around the vicinity of a specific showroom and ensure that they get served with a relevant message on their mobile phone reminding them of the brand they have just interacted with or even target consumers who have visited a competitor showroom.
“At Essence our aim is to make advertising more valuable to consumers by targeting them at the right moment. Improved location target has certainly opened up more opportunities to do this. We are able to target consumers in the vicinity of our OOH campaign sites and message them with a specific comms that builds on their exposure to the OOH message. Similarly, we are able to target a specific area within a larger location, where the client service is available and ensure only consumers who have potential access to the service get targeted on their mobile phones. There is certainly headroom for improvement but with the leaps, technology is creating effective methods like location-based targeting and it will only get better over time”, stated Chakravarthy.
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