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

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

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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.

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