Geoprofiling and engagement, more inseparable than ever
Sonata, TAPTAP’s digital marketing platform, takes the context and location of the user to determine at what point of the path to purchase decision they’re in, studying the path they follow from the advertising impact to the final conversion to the point of sale. In this way, Sonata segments and reaches those audiences for whom the message is most useful and relevant, adding value to the advertising market.
Sonata was the advertising platform chosen by the advertiser, a leader in the sports sector on an international level, to establish and implement its data-driven mobile strategy for the market launch of its new model of sport shoes.
Focused on the Spanish territory, the mobile branding strategy aimed to position the brand and its new product in the top-of-mind of the mobile user through a mobile-centric approach that places the user and their interaction with the mobile environment in the center of the advertising action.
The development of the advertising strategy was highlighted by the advanced geoprofiling of mobile users interested in urban leisure developed in 3 steps: 1. Profiling, 2. Activation and 3. Attribution.
Our segmentation strategy starts with the recognition of the advertiser’s target. For this, Sonata analyzes the demographic characteristics, the physical and digital behavior, and the interests of the user, as well as their kinship with the advertiser, to finally establish a cluster related to the advertiser. The segment is formed by urban users between 14 and 30-years-old in Spain, concerned about their image and new trends in fashion and lifestyle. In addition, the user shows interest in enjoying the city’s nightlife and they focus their digital navigation on shopping, fashion and lifestyle sites. Based on this segment, Sonata builds 4 geoprofiles taking into account the user’s location:
High School Clusters: Geolocated in high schools.
University Clusters: Geolocated in universities.
Urbanite Clusters: Geolocated in meeting points in the city center.
Nightlife Clusters: Geolocated in nightlife areas in large cities.
The 4 geoprofiled audience clusters are activated following 2 digital strategies:
- Daytime Strategy, activated to the clusters during the day through fast and qualified impacts on their mobile devices with display ads that redirect the user to the advertiser’s website.
- Prime Time strategy, activated to the clusters when they’re at home, at moments of low consumption from 8:00 p.m. – 12:00 a.m. with Rich Media formats that enhance the user’s engagement with the mobile device, inviting them to access the advertiser’s website.
Enriching the physical profile with a well-identified digital profile provides a shot of effectiveness when pursuing the KPIs proposed in the campaign. Therefore, continuous monitoring of campaign results, along with optimization using machine-learning strategies, allowed the advertiser to measure the volume of mobile users impacted by the campaign and their engagement with the ads. Establishing in turn the digital attribution of users who, impacted by the ad, visited the advertiser’s website.
After analyzing the data gathered by the campaign, we were able to determine that the engagement results were 3 times higher than the average engagement results. The cluster that most interacted with the pieces, exceeding the average engagement by 250%, was the “University Clusters”. This followed by the “High School Clusters” with an engagement higher than 150%. In general, all the clusters surpassed the average engagement of similar campaigns.