TSB launch innovative mobile data-led OOH campaign
Manning Gottlieb OMD and Talon have launched an innovative Out of Home advertising campaign for TSB Mortgages, combining real-time mobile location and audience data with the OOH industry standard planning tool Route.
Planning for the campaign used BlisMedia’s infinity+ platform to analyse the real time mobile data generated from over 200m daily ad impressions across a 2 week period to pinpoint and map the location of people who are actively in the market for a new mortgage, using their location and location history – at estate agents – and behaviour-based mobile internet browsing data, including visits to housing market and property related mobile applications and websites.
This sophisticated and rich data set is being used as an input to a new Out of Home planning process being developed for TSB, to identify the highest volumes of people actively in the market for a mortgage and uses real time mobile data to provide an alternative data set to support existing planning practices.
Other location-based data sets have been used as part of the media planning process, including Talon’s proprietary Route Planning Tool, to identify target audience hotspots at both a macro level (in numerous towns across the UK where Mortgage applicants are relatively high, including Woking, Maidenhead and Didcot) and at a micro level, identifying sites in those locations (around property hotspots, estate agents and more affluent areas) where the target audience is most active.
Sophie Pemberton, Client Account Manager at Manning Gottlieb OMD comments:
“This is a great example of using data to produce highly targeted plans. The outdoor campaign will now not only raise awareness of TSB mortgages products but will do so amongst those who we know are in the market.”
Jonathan Conway, Strategy Director at Talon comments:
“Our partnership with BlisMedia represents a unique opportunity for smarter, location-based audience targeting based on real behaviours – not claimed. The approach that we’ve developed for TSB would have only have been possible through this partnership and our close working relationship with the MG OMD and client marketing teams. We’re looking forward to seeing the results as we can continue to optimise this new planning process and apply to future TSB Out of Home planning.”
Nigel Gilbert, chief marketing and communications officer at TSB, said:
“This innovative new approach can really help land TSB’s proposition ‘Local Banking for Britain’ by addressing real consumer interests and needs at a local, personal level – with relevant and compelling messaging for people actively seeking a mortgage.”