Investing in a transit media has its own benefits and underlying challenges. In this week’s publication, we would like to shed some light on how we are using technology to address the challenges of unorganized transit media space, and providing media tracking for real time updates.
Transit media offers a promise of garnering maximum impressions at a reasonable price. But a lot of marketers generally have a conservative opinion about such media mainly due to lack of operational transparencies and absence of standardized media performance evaluation matrices. Till now, transit media providers tried to answer these questions with live GPS tracking. However, the problem remained persistent as marketers would never find time to monitor the movement of every individual media space on daily basis, not to mention the pain associated with it. This made us realize that there is a pressing requirement to infuse more accountability in transit media channel for the world to take it seriously. At the same time, it has strengthened our resolve to minimize the pain of marketers. This is where Rolling Banners innovated an idea that we call: Integrated Campaign Management (ICM).
The goal of integrated campaign management is to put up entire operations, campaign execution and maintenance activity online while allowing customers an access to real-time data related to their promotional activity. Through ICM, we also endeavor to produce factual and predictive insights for our clients by using algorithmic data processing. One such feature which is continuously earning very positive feedback from our clients is Heat Map visualization of media movement record.
Heat Maps are the visual representation of data received from the movement of a transit media wagon which in turn is plotted on a Map. It serves a dual purpose:
Frees up marketers from stringent monitoring requirement of media movement and its whereabouts which brings transparency, a major concern around transit media gets resolved.
Media Tracking enables identification of zones of most frequent impressions which helps in correlating campaign performance with geographic sales data. In short, impact-analysis and self-validation of the marketing effort.
Outdoor media offers a lot of flexibility to tailor the communication to have maximum interaction with the target audience. Technology could be the enabler to make use of this opportunity. Real time data, Interaction, Impact analysis and collaboration are the keywords that we all should focus on to gain back the glorious trust that client use to honor this media with, before Radio and Television hit the market. ICM is one small effort in this direction. There’s a long journey ahead of us and we have just started rolling ourselves.