With more than 60 usable variables and a database from the Intervista Institute, Livesystems Transforms the Digital Out of Home (DOOH) into an addressable media. An advance which brings the external display closer to the standards of the digital programmatic, while retaining its diffusion power. Long considered a media of wide spectrum notoriety, the DOOH evolves towards a logic of precision. Thanks to its new platform, Livesystems allows advertisers to select advertising locations according to refined criteria.
Beyond the classic socio-demographic data (age, income, household composition), targeting incorporates behavioral variables such as possession of an electric vehicle or the relationship with certain banks and insurance. To this are added contextual parameters – weather, time, day of the week – which allow you to trigger or adapt the countryside in real time. Result: a diffusion which is no longer limited to touching a large audience, but which allows to speak to the right audiences, in the right context, at the right time.
Data at the heart of the device
Footprints Panel is a unique research system in Switzerland that combines:
- Passive mobility measurement : The trips of thousands of participants are followed via their smartphones, allowing to analyze mobility flows in real time.
- Declarative data : More than 115,000 online interviews enrich profiles with socio-demographic and behavioral information.
- Statistical modeling : These data are extrapolated nationally to establish affinity indices by advertising location.
This represents 3.4 million measured screen contacts, 1.5 million days of mobility analyzed, more than 115,000 online interviews carried out. These data make it possible to establish affinity values for almost all of the Livesystems inventory. Advertisers thus have a tool comparable to digital environments, but applied to public space.
Towards a personalized campaign logic
The contribution of this targeting is measured in the ability to differentiate messages according to the segments targeted. An insurer, for example, can concentrate its campaigns on screens with high growth potential, while sending separate messages to young customers or more experienced profiles.
“Thanks to the new data -based targeting, advertisers can manage their campaigns in a even more intelligent and precise way, as is already successfully practiced internationally,” explains Tim Marach, manager of digital media solutions at Livesystems.
This logic applies to many sectors – automotive, telecommunications, distribution – where the relevance of the message directly conditions the return on investment.
A strategic step for the Swiss market
With this evolution, the Swiss DOOH enters a new phase: that of a hybrid media, at the crossroads of digital and traditional display. The introduction of Data-Driven targeting is not limited to technical optimization, it constitutes a paradigm change for advertisers, who benefit from better budgetary efficiency; For agencies, which can plan with more granularity; For the market, which aligns Switzerland on the most advanced international practices.
