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With technology solution, brands can measure, track campaign effectiveness, say experts

By Margaret Mwantok and Sunday Aikulola
05 November 2019   |   3:25 am
Managing Director, ICL, Tosan Omagbemi, has said brands can now measure, optimise and track campaign effectiveness with the new ICLMW technology solution. Speaking during a marketing decision makers’ session in Lagos recently...

Managing Director, ICL, Tosan Omagbemi, has said brands can now measure, optimise and track campaign effectiveness with the new ICLMW technology solution. Speaking during a marketing decision makers’ session in Lagos recently, he argued that the imperative of adequate data to know the efficiency of out-of-home campaigns couldn’t be overemphasised.

With the theme, Location Data Meets OOH Media, he noted that with the solution, which is a partnership between Interaction Channel and Moving Walls, out-of-home strategy, planning and buying, digital marketing and brand activation, can now benefit from this fifth generation cutting edge technology to deliver real value. “Dynamic media and content planning is now made easy for clients and brands that would leverage on the real time data that the solution offers.”

According to him, technology will aid marketers and sales personnel deploy their consumer initiatives with an unprecedented higher level of precision. A robust synergy is now possible across media types.“What we provide is location intelligence. That solution goes beyond traditional OOH media to other non-OOH traditional opportunities including in-mall, etc. We help advertisers/brands understand points of interests (POIs) where consumer’s visit and match with advertising opportunities to best expose brand campaigns. We provide to drive optimal campaigns,” Omagbemi explained.

He said, “we decided to speak to out-of home specifically today, because, as we are all aware, out-of-home takes a lot of the marketing budget and it is in the forefront of offline media investment. However, there has not been a proper attribution of audiences to OOH locations and there is no scientific knowledge of performance, so, we decided to talk about out-of-home today. The technology solution, however, can deliver on a numbers of variables including, retail analytics and event measurement.”

Speaking on what the impact will be for the industry, he said, “what we expect, first from the advertisers’ point of view is that they would be able to now target more precisely out-of-home, so, they would be able to cut all of those wastages due to out of scope in audience targeting and thereby optimizing their spend and the media owners will also be able to sell their assets with audience data.”

In the same vein, MD/CEO, Moving Walls Srikanth Ramachandran, said, “advertisers have bought media for so long, it’s time to begin to buy audiences – time to reach your real target audience. We are optimistic that our technology solution would serve as a catalyst for growth.” Basically, the company operates moving audiences, a location intelligence platform that brings transparency and automation (OOH) media via planning, buying, content-serving and measurement tools.

“OOH is the only traditional media, which is growing year on year, the rest of the traditional media are under pressure and what is fascinating in this industry is it doesn’t have any data to support why brands are spending so much money, that is really the reason we built our platform which we introduced to Nigeria. We have measured over 1,500 billboards in Nigeria, so that clients can understand where their money is going, what is the kind of return on investment that their money is bringing, that is one part of the solution.”He stated that the second innovation bringing to the Nigerian market is programmatic, adding that the aim is to connect billboard with consumers using automations.

Emmanuel Agu, Group Marketing Director, Jotna Nigeria, explained that brands look at the impact of particular media on their return on investment and when it is time to cut budget, OOH has always been affected because there are no readily available data.Dr. Ken Onyeali Ikpe, Media Independent Practitioners Association of Nigeria (MIPAN) President, said times have changed because of these people and businesses need to align with new realities especially with ICLMW technology solution, stating that the innovation is a welcome idea. “The days when people hide behind ignorance are gone because the Internet of things disposes that the only thing that can’t be left is knowledge.”

Babs Fagade, founder/CEO, Ocean Outdoor Limited and member of Outdoor Advertising Association of Nigeria (OAAN), said the technology solution is a good thing for the OOH industry in the country, as it would help getting accuracy data about audiences.Other experts present at the event applauded the innovative solution, saying the OOH and other industries will greatly benefit from it.

According to the company, the solution is not exclusive to OOH alone but to multiple industry verticals. On outdoor advertising, it touches billboard reach, frequency, benchmarking, and store visit attribution. It is also effective in retail analytics as it helps in store visit measurement, planning and competitor benchmarking.

The experiential industry is not left out as measurement of its activities and events can be carried out by this solution: conversion measurement, audience profiling and post-event engagement. Experiential agencies can now optimize their activities from planning to event and post event.

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