MAM

DAN’s data sciences division launches ‘Hyperlocal Insights’ for OOH

It will provide deep location-based understanding of audiences to help in OOH planning

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/05/17/DAN.jpg?itok=5hgZY46h

MUMBAI: The data sciences division of Dentsu Aegis Network (DAN) India has announced the global launch of ‘Hyperlocal Insights’ with an aim to provide a deep location-based understanding of audiences around a certain given radius to help in Out-of-Home planning. 

Traditionally, hyperlocal planning for out-of-home 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 behavior, 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.

Commenting on the launch, Posterscope Group South Asia group MD and Posterscope Asia Pacific regional director Haresh Nayak 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.

Dentsu Aegis Network chief data officer (South Asia) and CEO of programmatic Gautam Mehra added, “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 the precision of location-based signals and the rich understanding of content consumption signals that are 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.”

The DAN Data Labs platform made headlines earlier this quarter for being the platform that made Dentsu Aegis Network the first global agency group to be badged as Facebook Marketing Partner (Ad-Tech) for its sophisticated campaign planning and optimisation engine.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/zee.jpg?itok=JTXU8rub
The Advertising Club announces MARQUEE AWARDS 2019 celebrating marquee brand stories

MUMBAI: The global marketing and brand building paradigm has over the years evolved to encompass contemporary platforms, break through mediums and the dynamic digital ecosystem. The India marketing and advertising industry has also played a pivotal role in driving this change.  Such game changer...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/madinson.jpg?itok=aXytOZwr
Madison Media Group elevates Vinay Hegde as chief buying officer

MUMBAI: Madison Media has announced the promotion of Vinay Hegde as chief buying officer. He will report to Amol Dighe, CEO, Madison Media Ultra and head of investments. Madison Media’s buying teams across offices will now report to Hegde. Hegde takes over from Neelkamal Sharma, who has decided to...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/anad_0.jpg?itok=tVU8LWIN
Ashish Bhasin bags ‘South Asia Agency Head of the Year’ title at Campaign South Asia Awards 2019

MUMBAI: Dentsu Aegis Network (DAN) CEO APAC and Chairman India Ashish Bhasin has won ‘South Asia Agency Head of the Year’ Titles at Campaign Asia-Pacific's Agency of the Year Awards for the fourth time. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/hite.jpg?itok=M5kb2sVs
White Rivers Media Ranked 27th Fastest Growing Company in Deloitte Tech Fast 50 India 2019

MUMBAI: White Rivers Media, one of the fastest growing Indian independent digital marketing agency, today announced that it ranked 27th on the Deloitte Tech Fast 50 India 2019 list. This is a ranking of the 50 fastest growing tech, media and communications companies in India. Rankings are based on...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/carvaan.jpg?itok=InV6jdeq
BBC| Sadguru | Money Control| Film Companion and many more exciting podcast stations on Saregama Carvaan 2.0

MUMBAI: Saregama announced its tie up with eminent content providers to boost the podcast offerings of its recently launched product Carvaan 2.0, which also supports 5000 pre-loaded retro songs. Podcast line up now includes BBC, Sadguru, Money Control, Film Companion by Anupama Chopra, Popular...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/Prashan_Agarwal.jpg?itok=eZE7GFBQ
Gaana enters Shows and Podcast Originals segment

India's largest music streaming app, Gaana has announced its first batch of platform-exclusive line-up of podcasts and shows, including ‘Ummeed’ with Zakir Khan, ‘Confessions’ with Sunny Leone and ‘Life ki Ranneeti’ with Rannvijay Singha that will go live on Gaana in Nov-Dec’19.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/Christopher_Miglino.jpg?itok=irlGfw8e
SRAX BIGtoken is empowering people to own their digital data

The new-age customer is getting smarter. S/he knows the value of their digital data and how it is being used to serve the purpose of the biggest of the marketing giants. That time is not far when people will start demanding their data’s worth legally.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/redBus_Dhoni.jpg?itok=chslMw2m
MS Dhoni, redBus urge people to take control of their bus journeys

redBus has launched a large scale, 360-degree integrated marketing campaign, featuring its brand ambassador, MS Dhoni, highlighting the conveniences and advantages of using the redBus platform, as opposed to traditional methods of bus ticketing. It emphatically urges people to avoid being puppets...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/04/%23SahiBaat.jpg?itok=1TTsycy3
Lupin urges women to talk about vaginal hygiene with latest campaign #SahiBaat

Wavemaker, the media, content and technology agency of GroupM has created a quirky digital campaign for pharma major Lupin Ltd’s (Lupin) OTC arm Lupin Life featuring its new woman-care product, V-Bath. The campaign named #SahiBaat aims to build awareness among women around the usage of intimate...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories