Shopper Media invests in outdoor media planning tool
Retail-focused outdoor operator Shopper Media has launched a media planning tool which allows clients and agencies to target consumers more effectively.
Known as Shopper Ai, the heat map-based tool uses data from a number of providers, including the Australian Bureau of Statistics, Roy Morgan, Tourism Research Australia and the Australian Government Productivity Commission as well as real-time shopper analytics collected through MIST technology.
Buyers can make more informed decisions
Unlike package outdoor deals, prospective clients are able to hover over and look into demographic breakdowns of the shopping centres and their respective outdoor screens through the map. They can then select which centres they wish to serve advertising, or potentially serve different creative dependent on the consumer breakdown in each centre.
Ben Walker, CEO of Shopper Media Group, said the tool was about being “transparent”, and providing a “holistic view” of where to focus or buy slots.
“Rather than simply push to our centres, we map the capabilities of all centres to provide the most effective retail mix, as we recognise that a multi-channel approach will realistically deliver greater efficiencies,” Walker said.
“Shopper Ai offers an incredible depth of data, with more than 400 consumer-spend potentials and heat mapping of real-time results through our pairing with MIST and our SmartLite network. We can, in real time, view consumers in our centres and identify the best times to deliver targeted content to those consumers.”
Grant Kirkby, national sales director, said agencies and clients will also be able to run their own data sets through the tool and overlay the data.
“Not only does Shopper Ai identify the best retail mix, it identifies the shopping centres that will benefit from higher weighting due to the volumes of audience using those specific centres in each market,” said Kirkby.
“With more than 250 shopping centres in our portfolio, we can deliver on personalisation at scale, and with our Ai market-leading technology we can reach different communities at different times. Shopper Ai means we will lead the industry in delivering data-first efficiencies for creative campaigns.”
