MONTREAL – Astral Out-of-Home, is targeting “urban nomads” with its new “geo-marketing intelligence service” called MARK. Available to Astral Out-of-Home clients, MARK promises to deliver effective, targeted outdoor advertising directed to the urban population, the company said in a release on Wednesday.
Through its observations and analyses, MARK pinpoints the urban movement of consumers and offers advertisers customized outdoor solutions to optimize advertising messages based on urban mobility (Ed note: this solution could seem ready-made for permission-based smart-phone ads, but we digress).
"More than ever, consumers behave like real urban nomads. There are 20% more of them on roads than 10 years ago, spending 35 minutes more per week just traveling between home and work," said Philippe René, senior director, research, at Astral Out-of-Home. "This increased mobility leverages out-of-home advertising, which is achieving constant audience growth."
The company says MARK relies on the most “robust statistical data in the country relating to consumer habits and interest group movement towards their various lifestyle activities.” With this information Astral Out-of-Home’s Geo-marketing Intelligence team provides a detailed portrait of the targeted clientele, analyzes their profiles, and pinpoints how they go about their numerous consumer and leisure activities.
"We analyze over 5,000 marketing variables in order to accurately map out consumer movement in Canada’s largest markets," adds René. "We can combine this expertise with our media creativity to considerably increase the impact of advertising campaigns by focusing distribution on select advertising faces where the targeted clientele live, work, shop, and play."
Astral Out-of-Home now has nearly 8,000 advertising faces in key markets in Québec, Ontario, and British Columbia.
