The Data Sciences Division of Dentsu Aegis Network (DAN) India has announced the global launch of ‘Hyperlocal Insights’ to provide deep location-based understanding of audiences around a certain given radius to help in Out-of-Home (OOH) planning.
Traditionally, Hyperlocal Planning for OOH refers to the placement of billboards at specific locations based on geographic targets, which, in turn, aid in building the buying efficiency for advertisers. Consequently, with the availability of strong location-based signals and thus, audience behaviour, to the digitised and data-driven world, understanding of an audience’s mindset and media consumption around a given area becomes much easier. With deep links to the digital world, the amplification of an OOH placement can become even more emphatic with this integration through Hyperlocal Insights.
Haresh Nayak, Group MD, Posterscope Group South Asia and Regional Director Posterscope Asia-Pacific, said, “With media saturation on the rise, marketers need to constantly challenge their inherent beliefs about audiences. This means capitalising on the vast troves of audience data available on a real-time basis to play a strategic role in the way we plan and execute in OOH and digital OOH. It no longer is about getting the placement right, but the elements of the messaging have become crucial in determining the effectiveness of a particular Hyperlocal Placement. This makes tools like ‘Hyperlocal Insights’ a need of the hour.”
The tool has been launched under the umbrella of DAN Explore, the proprietary Audience Intelligence tool of the Data Sciences Division under its suite of products – DAN Data Labs. Through Hyperlocal Insights, users can now understand audience passions, demographic skews, trending topics, shopping preferences, television content preferences and over 300 other attributes fetched from deep signals from the digital ecosystem. The tool can be used to fetch insights for any location in any country.
Gautam Mehra, Chief Data Officer (South Asia) and CEO of Programmatic at Dentsu Aegis Network, said, “Advertisers today want to deliver an ideal mix of content, experiences and messaging based on the exact location of the audience and an understanding of what they are doing at that particular location in a particular moment in time. With precision of location-based signals and the rich understanding of content consumption signals now available through the intelligent use of insights from the digital ecosystems, Hyperlocal Insights from DAN Explore promises to present a more enriched and locally relevant audience profile for contextual targeting.”