Adcentricity works research partnership for purchase intent-driven Digital OOH ad targeting

April 12, 2011 by Dave Haynes

Adcentricity has worked a partnerships with The Nielsen Company and Environics Analytics that will enable brands to target Digital OOH campaigns based on predictive consumer behaviors, psychographics and purchase intent data.

The rationale is that media agencies and brands are typically fed limited consumer data like age, gender, DMA, and income, and it’s not enough.

By layering in psychographic information, brand campaigns have a better shot finding consumers who are most likely to purchase the products or services being pitched.

The program is called Consumer Sync and it includes more than 10,000 consumer profile variables that, when aligned with a brand’s campaign objectives, can deliver a customized DOOH targeting solution. Consumer Sync covers 20 major categories, including Alcohol & Tobacco, Apparel & Jewelry, Automotive Products, Automotive Services, Electronics & Computers, Finance & Insurance, Food & Beverages, Gas Credit Cards & Chains, Grocery Chains & Coupons, Hardware & Appliances, Health & OTC Drugs, Home Furnishings, Home Improvements, Media, Restaurants, Retailers & Shopping, Sports & Leisure, Telecommunications and Travel.

Through Consumer Sync, marketers can target their solutions to consumers based on their lifestyles, marketplace preferences, media habits and psychographic values. The consumer profile variables are powered by Nielsen PRIZM segmentation system for the US market and Environics Analytics PRIZM_C2 for Canadian markets.

Adcentricity suggests this approach to targeting optimizes ROI potential for advertisers and has shown a 40 percent increase in media efficiency.

“Consumer Sync introduces an entirely new stratosphere of targeting capabilities for agencies to utilize and align with their client’s campaign objectives and business goals,” says Jeff Atley, co-founder and CMO of Adcentricity. “Not only does it represent an entirely new level of planning rationale for agencies seeking to manage and evaluate DOOH, but allows them to effectively buy more relevant and efficient media.”

Adcentricity on why it works:

The availability of Consumer Sync addresses a previously unmet need in the marketplace by allowing brand marketers to utilize data to advance consumer targeting and segmentation, a process that generally requires a considerable investment of resources. In the past, marketers typically used general consumer demographic profiles and market assignments to assemble DOOH media programs. With these new integrated data sets included in Consumer Sync, detailed consumer profiles can assist agencies in developing targeting strategies and offering new media opportunities to their clients. For example, consider a leading telecommunications company that wants to engage consumers who are in the market to purchase a new smart phone and service package. With Consumer Sync, they can deliver the best media solution that meets these criteria at a specific addressable location and define a plan based not only on consumers seeking the product, but also on those who may be considering a competitor’s product. The methodologies developed ultimately assign a Market Potential Index to each consumer environment across more than 10,000 consumer variables.

Recently, a major US auto manufacturer leveraged the Consumer Sync solution during the beta-testing stage for targeting and evaluating DOOH as a component of their media strategy. As part of the strategy, seven makes and models were identified and cross-sectioned against 25 competitive makes and models. The resulting plan delivered to the client was a comprehensive national targeting solution designed to intercept consumers most likely to purchase the competitive automotive brands. Essentially, Consumer Sync determined which consumers were in the market to buy a competitive make and model versus those in the market for the auto manufacturer’s model. Going one step further, the auto manufacturer incorporated tier-two dealer locations and applied recency and trade area segmentation in order to integrate localized dealer promotions.

Adcentricity applies consumer segmentation data via Nielsen PRIZM for the US market and Environics PRIZM C2 for the Canadian market. These consumer segmentation systems are linked to an array of third party data providers.

Me: I’m not sure a lot of that targeting, even by DMA and other simple stuff, is really happening much as yet. But this is where it is going, and better analytics and more effective, more efficient buys can’t be anything but good.