JCDecaux rolls out new measurement metric for outdoor advertising

JCDecaux | June 06, 2019

Outdoor ad firm JCDecaux Singapore has launched a new measurement metric that is claims will provide more accurate and timely data for clients. The Streetside Audience Measurement (SAM) will, the company said, use “real time mobile analytics” of pedestrians and motorists rather than rely on commuter’s personal accounts of their mobility patterns. The data will take into account certain characteristics of out of home advertising such as viewing distance of ads. JCDecaux will provide advertisers with KPIs including the opportunity to see ads and the frequency of exposure. The agency’s Singapore managing director Evlyn Yang said it took months to develop a “scientific approach” to the placement of ads on its outdoor assets.

Spotlight

Did you know that nowadays people buy brands rather than products? Having your brand known is the best thing you can ever achieve for your business. Once you create awareness about your brand, customers will look for you from all over. A powerful brand can increase sales and raise your profit margin. A well-known brand makes customers have a positive mentality towards it. They will be buying it even without second thoughts. You will have a chance to enjoy long-term and loyal customers; not because of what you sell but because of your brand name. This is why you really need to strive to place it on top of the market competition. There are numerous advantages you can enjoy with a famous brand name.

Spotlight

Did you know that nowadays people buy brands rather than products? Having your brand known is the best thing you can ever achieve for your business. Once you create awareness about your brand, customers will look for you from all over. A powerful brand can increase sales and raise your profit margin. A well-known brand makes customers have a positive mentality towards it. They will be buying it even without second thoughts. You will have a chance to enjoy long-term and loyal customers; not because of what you sell but because of your brand name. This is why you really need to strive to place it on top of the market competition. There are numerous advantages you can enjoy with a famous brand name.

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IAS | September 28, 2020

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Digital Marketing Firm Crystalead Partners More Publishing Sites to Enhance Exposure to Digital Content Published through the Company's Platform

Crystalead | February 16, 2021

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Customer Centricity Defines Procter & Gamble’s Advertising, E-Commerce, and Digital Content Strategy

Procter & Gamble | July 12, 2021

It is an understatement to suggest that Australians' shopping habits have fundamentally changed in the last year. Cartology, a subsidiary of Woolworths Group, collaborated with FMCG research firm Advantage Group to survey 40 of Australia's FMCG leaders about the changing environment of customer needs and engagement. Their resounding response was that digital is the new front door of a retail company, and the new world is one driven by the customer. Woolworths' insights support this as well. Woolworths, Cartology, and brands will explore how the industry responds to a year of customer transformation in a three-part series. Zulfiqar Mahar, vice president marketing for P&G Australia and New Zealand, says that the fast-moving consumer goods business has seen massive shifts in customer behavior over the last year, with many of those habits and routines here to stay. The shift to digital platforms in the way consumers search for, engage with, and purchase brands have been a recurring topic among Australian shoppers. Mahar's main takeaway is that customer-centricity is even more important in times of uncertainty and change. P&G has adapted to seismic changing consumer behavior by reinventing how it builds brands. For example, consumers today see ten times as many advertising messages as they did a decade ago. Thus P&G needed to rethink advertising, including making messages more impactful and with less clutter. P&G's ability to bring content to life in digital environments and beyond has never been more essential in this context. P&G wants to expand the amount of pull-based content it wants customers to engage with, and that content must be personalized to the context and media platform for each consumer group. According to Mahar, P&G's successful examples of this approach include Gillette Direct, the Oral B AI app, and the Olay Skin Advisor, which offer the company more direct, one-on-one engagement with consumers. In addition, the way messages are conveyed via media platforms has been reinvented to provide mass reach with targeted precision - no easy accomplishment for a company whose goods are used by 95% of the population; it is a case of effectively conveying a message with regularity while avoiding wastage. Personalization is also important since customers want brands to interact with them directly, but there is a need to avoid being too familiar, according to Mahar. Key trends have also influenced P&G's marketing approach in digital adoption and usage. As customers gain confidence in shopping online, they seek products to buy and depend on the views of other product users. P&G aims to integrate search across many platforms, including stores, to answer all of the questions customers have about brands, providing a seamless experience that is also more efficient. P&G is also attempting to increase efficiency and effectiveness in digital media and advertising spending in e-commerce by matching content with context to maximize relevance and attention. All of P&G's marketing, advertising, and digital strategy changes are viewed through the critical lens of customer-centricity.

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