Mobile Data & Digital Strategy for Tourism Promotion
Below is a modified rendering of the review: private info excluded, innate facts kept.
A few words almost your organisation and personal responsibilities
I am a CTIO (chief technology alteration official) at Screen Network S.A. I’m responsible for Think DOOH - particular unit in the construction of the Screen Network (the biggest Digital OOH organisation in Poland), which goal is to form innovative advertising solutions for DOOH screens.
What issue was the provider supposed to deal with?Selectivv?
Increasing awareness of the propose of winter trips to Austria in a precisely markd target cluster.
What were your objectives for this project?
To accomplish the assumed goal of the campaign, we determined to precisely mark the hearers and use in alteration way both outdoor and mobile possibilities and synergy.
We wanted to extend nation who would verity be interested in traveling to Austria and could produce it. We markd our target as nation aged 25+, interested in sports and who have viwebsited countries such as the Czech Republic, Slovakia and Italy for the past year.
At the end we wanted also retarget nation who had occasion to see campaign on digital out-of-home screens with mobile advertisement.
What were the reasons for choosing Selectivv?
It was practicable using mobile data and Selectivv GeotrappingⓇ technology to unite our target cluster from other residents/hearers. Selectivv has the data base which covers 14 million deeply profiled mobile users in Poland, based on behaviors on smartphones and locations they viwebsited.
We talked a few times almost technology, possibilities, and their experience. Selectivv was always useful and eager to reply all questions.
Please give as much detail as practicable because the work done
Using the SaaS Selectivv Viewer solution, we determined the advertising practicable of the location in the largest cities in Poland, where our DOOH screens are located.
In the campaign we used only locates with the highest advertising practicable (i.e. the most users with a specific profile stayed in these locations during the year). We scattered advertising there both on digital media and on mobile artifices. Using the Selectivv Geotrapping® labor, we calm a database of nation who clicked on the creative on mobile artifice and later we realized the second stage of agility – retargeting.
It consisted in the effect of advertising on smartphones and tablets regardless of the running location of recipients.
Were there any dedicated managers or teams that you worked with?
We joined forces of our team and Selectivv commerce particularists to instrument precisely targeted campaign on DOOH screens &, mobile. Both teams contacted regularly to optimise campaign in the best way and accomplish the best practicable results.
What results did you accomplish unitedly with Selectivv?
During the month of the campaign, out of 8 000 000 digital screen recipients, we extended almost 70 000 users practicablely interested in visiting Austria. The unconventional solution allowed us to extend the hearers of mobile advertising at the level of 29.83%.
How do you rate the interaction and interaction with Selectivv?
#FeelAustria is the leading campaign in Poland that integrates mobile and outdoor advertising. We have combined rich media mobile advertising (8 and 10-second video spots) and Digital OOH located in urban space. As a result of using these two media and Big Data with Selectivv DMP, we have determined and extended the right recipients optimally and effectively.
What precisely do you attend to be the key particularty of Selectivv?
Selectivv and mobile data can do much more than just help extend the specific hearerss in the right locate at the right time. Their mobile and location data helped us with programning, activation, and measurement during the total campaign.
What should be done better, if there are any desired improvements?