FEATURE
BackLite Intelligence
Data-Driven Mall Advertising
S
hopping mall advertising is unique in that your advertising message is in close proximity to the point of sale. It is exposed to target audiences who are already prepared to spend money. The digitisation of mall networks adds flexibility to the buying process. It can now be bought online programmatically, meaning ads can be changed, amended – or switched off – in real-time. Creatives can be replaced automatically to respond to the external environment, maximising the effectiveness of any placement. With Programmatic Out of Home, you plan and buy your campaigns in a similar way to that of online, by impressions. But how can this be done effectively? Where do you start? Data is critical to the process. With BackLite Intelligence, we aggregate data from multiple sources, then analyse it with custom algorithms. This analysis generates insights around traffic flows, audience demographics, buying behaviours, and dwell times. The result? Audience profiles ensure your messages and ideas are seen by the right people, not just passersby.
Ali Chab
Head of Malls and Cinema BACKLITE MEDIA FZ LLC
BackLite Intelligence powers The MediaXchange, our programmatic platform. The MediaXchange delivers one of the biggest advantages of the OOH medium: the ability to run hugely impactful ads on premium digital sites with relevance and flexibility. But what are the most significant benefits?
Speed By automating our transactional process and making our inventory available online, the speed at which a campaign can be launched has gone from weeks to days to hours.
Agility Because campaigns are activated through a trading desk, it means they can be changed, tweaked, adjusted, modified very quickly.
Targeting A critical piece of the programmatic DOOH puzzle is the ability to target your audience more precisely.
Dynamic Scheduling Programmatic streamlines and simplifies the process for using dynamic creative for OOH.
RETAIL PEOPLE . NOV - DEC 2021
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An audience-first approach now enables the integration of online and out-of-home marketing messages, increasing visibility, reach and brand awareness. So for whatever conditions you might want to set, programmatic can help you accomplish your goals. As soon as the time is right, you’ll be able to automatically deliver the right message to the right screen to reach your audience, whoever they are.
