Nord & Smith is a media agency that owns and operates an Out-Of-Home (OOH) media buying platform in Indonesia, enabling advertisers to rent and employ billboard advertising from multiple vendors.
As Indonesia’s outdoor media landscape grew more competitive, especially during the COVID-19 pandemic, Nord & Smith needed to find their competitive edge, primarily via data analytics. Through precise data analytics and in-depth audience profiling around existing OOH sites, they can help advertisers optimise OOH placements.
Audience profiling is something most OOH agencies struggle with, and most players resort to conventional research like surveys. However, this method takes more time, budget, and coordination, and uses a relatively smaller sample compared to the real audience population. Thus, it offers insights which may not fully represent the entire population.
As such, they approached ADA with the goal to obtain in-depth and comprehensive audience profile, beyond the number of traffic and footfall of those who viewed their OOH advertisements in specific sites.
ADA’s Business Insights solution is fully capable of capturing data beyond traffic and footfall, including presenting specific variables ranging from:
Figure 1. ADA’s proprietary DMP, XACT
Powered by ADA’s proprietary data management platform (DMP), XACT, we devised a strategy for Nord & Smith to exceed the results one could get from conducting nationwide research for audience profiling.
For three months, ADA segmented the Nord & Smith audiences based on their OOH locations. The objective was to capture real audiences who might be seeing an OOH in a specific area at a particular time, and obtain information about their interests and behaviours.
ADA utilises trackable digital footprints to identify locations where target audiences are frequently seen, while providing a deeper look into audience behaviours as well.
With raw data processed through ADA’s data models and artificial intelligence, the platform presents clear and comprehensive insights in a straightforward visual format. Clients can also intuitively track audience mobility and behaviour through the platform’s ability to track the spatial and temporal changes of the digital footprints.
Figure 2. How ADA’s XACT is deployed for Nord & Smith
To help Nord & Smith profile their audience on specific OOH sites, we:
1. Identified catchment areas by geofencing densely-populated locations in the clients’ respective sites from 200m to 1km radius (Note: the standard geofencing of places of interest is a 15km radius).
2. Mapped favourable places of interest (POIs), which were Nord & Smith’s various OOH locations.
3. Utilised Identifier for Advertising (IFA) and other data points to gain a 360-degree customer view.
4. Visualised the data to allow Nord & Smith to filter results by the hour, day, time of the week, and state or district levels.
5. Increased accuracy by enabling Nord & Smith to zoom in to near street-level view with boxed grids of 200m x 200m.
With IFA technology, we managed to provide a clearer and deeper audience view on the audience that passes by Nord & Smith’s certain OOH location in a particular time or period and captured their:
Figure 3. ADA’s Business Insights strategy via XACT
With the strategies in place, we executed the following:
As a result, Nord & Smith successfully obtained a comprehensive audience profile with insights on their SES, interests, and behaviours based on a particular OOH location at a specific time.
We were also able to identify the different attributes of individuals who are consistently seen within the vicinity of the identified sites by geofencing multiple OOH sites, with a narrowed down radius.
With ADA’s Business Insights, Nord & Smith achieved:
The success of this campaign demonstrates the value of ADA’s data-first approach to deliver impactful business value for clients.