In times of uncertainty, play it smart!
In a time of uncertainty and unpredictable economic climate, it’s understandable that some brands to feel nervous to commit to advertising spend. However history tells us that it’s times like these that hold the greatest opportunity for brands to get cut through and steal the hearts and minds of the British public, ultimately growing market share. Forbes says “….there have been a number of studies going back nearly one century that point out the advantages of maintaining or even increasing ad budgets during a weaker economy. Those advertisers that maintained or grew their ad spending increased sales and market share during the recession and afterwards. As a popular adage says, “When times are good you should advertise. When times are bad you must advertise.”
As people avoid public transport, more people are increasingly turning to their cars to go about their day to day business.
Ocean’s pioneering Vehicle Detection Technology (VDT) is uniquely placed to see brands through the uncertainty with optimised targeting, whilst delivering cut through. The innovative technology provides brands the opportunity to deliver personalised one to one messaging to specific audiences and demographics based on data about their car.
Not only does VDT deliver relevant audiences, but the intelligent scheduling system will also only trigger a relevant message to be deployed when that specific audience is waiting at the traffic lights in front of the Ocean screen. Brands only pay for when they display, so VDT delivers 100% optimisation with zero wastage.
Your campaign will flex around traffic volumes whilst continuing to optimise playouts, so even when the roads are quieter, you will still only pay when your target audience are present.
Through our exclusive industry insights and third party data, we have access to over 180 different anonymised data fields, which can be cross referenced against your target audience. Data fields include make, model, colour, class, fuel type, age of vehicle and one the road price. So whether you are an insurance brand wanting target drivers in marketing for a new deal, a high end watch brand wanting to target ABs, or an energy provider wanting to promote special tariffs to electric car owners, our expert team can help build an audience to help your brand reach its target audience, whatever the sector.
Bespoke targeting offered through VDT allows brands to reach the right audience at the right time, with zero wastage. This isn’t just important from an media efficiency point of view, but we know the relevancy of those ads also means your target audience are more likely to remember, delivering that all important cut through.
The latest NeuroScience research, The Moment of Truth, clearly demonstrates why reaching people in the right place and right time matters.
- Reach people in a relevant moment there is a 12% uplift in memory encoding
- Relevant content delivers an 18% uplift in memory encoding
- If you do both and hit people at the right time with the right message then there is a 32% uplift in memory encoding
- In addition there was a 6.8x increase in emotional response – people appreciate it when this happens.
So in these challenging times Ocean’s Vehicle Detection Technology is the safe choice to deliver proven large scale impact with zero wastage.