Raheem Akingbolu
With
lack of adequate data to know the efficiency of out-of-home campaigns,
experts have disclosed that Interaction Channel Limited’s (ICL) new
solution will help reposition the Out-of- Home sector,
thereby giving
client’s performance data about their campaigns on any board.
The experts made this known at ICL’s first event on location data for marketing decision makers held in Lagos recently.
According
to them, with the ICLMW technology 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 the fifth generation cutting edge technology to deliver
real value. Dynamic media and content planning are now made easy for
clients and brands that would leverage on the real time data that the
ICL Solution offers.
ICL in a
strategic move recently signed a partnership deal with Moving Walls to
provide upscale location intelligence for media and marketing services.
Managing
Director, ICL, Tosan Omagbemi, pointed the technology lifestyle
solution would 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, for example OOH Media +
Mobile. Brands can now measure, optimize and track campaign
effectiveness. Advertisers will be able to customise audience segments
and use the understanding of time belt to reach specific audiences.
“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,” he
explained.
Speaking
on why the event was targeted at OOH, 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 number of variables including; retail analytics and event
measurement.”
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