A DPAA-sponsored feature.
Ubimo, a location intelligence technology company, recently joined the DPAA’s membership ranks. Mel Stott interviewed Kelly Lawler, Ubimo’s VP of Sales.
Please tell us a bit about Ubimo’s business.
Ubimo’s technology empowers companies to gather, analyze and activate geospatial information in order to make their digital marketing perform better by turning raw location data into actionable insights. The tech is in the form of a self-service platform, giving our clients both transparency and control.
Our Location Intelligence Platform combines proprietary geo based technology with advanced artificial intelligence. This allows customers to analyse 1st and 3rd party data about real world behaviors in order to make better advertising decisions.
For the OOH industry, our platform offers media owners a more granular understanding of the people exposed to their properties by amassing demographic, behavioral and geographical signals.
Our audience extension tools match OOH billboard locations to exposed mobile devices. As a result, we have the ability to monitor exposure rates and behavioral trends.
This allows for a more effective campaign work flow for and re-targeting strategies that get results.
Another advantage of the platform is its ability to perform in-store visitation attribution in real-time, which allows advertisers to optimize campaign variables more precisely.
How does the AI component of your platform work?
Our platform is powered by proprietary artificial intelligence tools which allow our clients to analyse consumer behavior in a location using 1st and 3rd party data. They can go beyond typical analytics to understand what people do when they are exposed to ads on billboards, screens, etc., at scale.
Some examples for our AI methods are:
- Dynamic polygon detection: Ubimo’s advanced polygon mapping tech combined with our optimization algorithms are setting the standard for accuracy, scale and trust in the industry.
- Automatic fraud and bad location detection: we have over 10B location signals processed on a daily basis. Signals are matched and labeled by our proprietary verification technology in real-time.
- Predictive AI: machine learning creates custom models used to predict consumer behaviors and build lookalike audience segments.
Can you provide a couple of examples of how you work with brands and digital out-of-home networks?
Although we can’t disclose our customer base, we can share that we work with over 250 leading brands and Ubimo is ranked as one of the top five global mobile media platforms.
As I mentioned, there are multiple applications for location intel in DOOH and we’ve managed to spearhead several new initiatives with our clients. We provide real-time location targeting both in viewing distance of screens/properties and brand’s competitor locations.
We then re-target users who were exposed to DOOH screens later, on their mobile devices when they’re at home and more likely to engage. In this way, we craft audience segments of those who were exposed to and/or engaged with ads for sequential messaging and attribution studies.
What kind of third party data do you use?
We partner with the leading points of interest, attribution and household data companies in the world . A full list is available on our website.
Having said that, data is slowly becoming a commodity and the new name of the game is how to make sure that data is rich, reliable (matched and cross-checked from multiple sources), accurate, scalable and fits the need.
What were your reasons for joining DPAA?
Mobile technology is the ideal complement to DOOH strategies. Advertisers are benefiting from location intelligence because it helps to make their message more relevant to the consumer. Location data allows them to use contextual triggers at different times throughout the day.
Using these programmatic strategies and mobile re-targeting tactics, marketers are able to influence consumers on their path-to-purchase. Such data-driven campaigns result in in-store foot traffic and sales conversions that can be linked back to OOH exposure.
We like the fact that the DPAA has created vast resources for members to tap. We look forward to pushing the boundaries of DOOH with mobile and the ever-growing capabilities of location intelligence.