September 4, 2014
In a pioneering OOH campaign for TSB Mortgages; Talon Outdoor and Manning Gottlieb OMD are reaching mortgage hunters in real time with mobile data-led location targeted outdoor advertising. The ground breaking Out of Home campaign combines real-time mobile location and audience data with the OOH industry standard planning tool Route. Real time mobile data was generated by BlisMedia’s infinity+ platform, with over 200m daily ad impressions across a 2 week period analysing the location of people who are actively in the market for a new mortgage. The platform used their location and location history; at physical estate agents as well as visits to housing market and property related mobile applications and websites.
Other location-based data sets have been used as part of the media planning process, including Talon’s proprietary Route Planning Tool, to identify target audience hotspots at both a macro level (in numerous towns across the UK where Mortgage applicants are relatively high, including Woking, Maidenhead and Didcot) and at a micro level, identifying sites in those locations (around property hotspots, estate agents and more affluent areas) where the target audience is most active.
Sophie Pemberton, Client Account Manager at Manning Gottlieb OMD comments: “This is a great example of using data to produce highly targeted plans. The outdoor campaign will now not only raise awareness of TSB mortgages products but will do so amongst those who we know are in the market.” Jonathan Conway, Strategy Director at Talon commented: “Our partnership with BlisMedia represents a unique opportunity for smarter, location- based audience targeting based on real behaviours – not claimed. The approach that we’ve developed for TSB would have only have been possible through this partnership and our close working relationship with the MG OMD and client marketing teams. We’re looking forward to seeing the results as we can continue to optimise this new planning process and apply to future TSB Out of Home planning.”
For further information contact:
Anneka Dew, PR & Marketing Manager, Manning Gottlieb OMD Email: ADew@mgomd.com Tel: (+44)207 4705436