Viacom Outdoor Selects New Tool To Gain Consumer Insight
Viacom Outdoor, the UK’s leading transport media sales company, has adopted a market analysis and targeting tool to provide its ad campaigns around London Underground stations with detailed consumer insight.
The company has selected MICROVISION from GMAP Consulting, following a four-way pitch, which will give the company knowledge of consumer characteristics of the local catchments of each of the LU areas.
The consumer data will be used to create Marketing Insight Packs for advertisers, identifying the best locations to suit each individual campaign, based on demographics of the consumers that regularly pass through the stations.
MICROVISION has been pre-loaded with catchment definitions for each of the 275 tube stations in greater London, as well as consumer and business intelligence. Viacom Outdoor will be able to analyse the size, type and number of businesses located within particular station catchments.
In addition, the inclusion of sister company EuroDirect’s consumer CAMEO classifications mean that Viacom Outdoor can readily understand the residential and workplace demographics of these areas.
The analysis tool enables the quick and easy production of catchment maps, reports and proximity analyses and allows users to benchmark tube stations along individual lines to rank them by their market potential for each particular promotion.
Steve Cox, strategic planning director of Viacom Outdoor, said: “We are always looking for new and innovative ways to help our clients achieve maximum return on investment from their advertising campaigns. By using the power of MICROVISION to harness both consumer and business data, we have been able to add real value to our client proposition.”
Kirk Dobie, managing director of GMAP Consulting, added: “It is great to see our flagship product filtering into a diverse range of sectors and this is a classic example of how MICROVISION can assist above-the-line advertisers.”
Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk