Reach and Frequency gives bus advertising a lift

iSite Media head of freshness (yes, that is his official title) Rupert Fenton got botox the last time his company had something to celebrate.

After iSite Media added census data to its outdoor advertising analytics the company offered to shout him some fillers for his trouble. He explained at the time:

“The addition of updated data means we can now be more effective at targeting bus advertising campaigns to reach our clients’ objectives. [But] not all change is good … I look a lot older.

“[So], in an effort to see if we could turn back the clock, iSite kindly offered a Botox treatment for my forehead. Unfortunately, the doctor advised that it would take a lot more than a little bit of Botox to wipe away seven years of stress. It seems that the best way to retain that youthful look is to never update your LinkedIn profile picture.” 

Unfortunately it’s now worn off. 

As the company launches Reach and Frequency, a targeting tool that allows marketers to further target bus advertising, we wonder how he’ll be celebrating this time around.

“If you title the article “Reach and Frequency gives bus advertising a lift” it is a good excuse to get a full face lift,” Fenton says. 

Request granted.

Reach and Frequency is the next stage in iSite Media’s development of accurate measurements for bus ad impact, Fenton says.

“We used to be able to tell you the total number of times a campaign could be seen, now we can tell you how many people can see a campaign and how often,” Fenton says.

Reach and Frequency uses data from the New Zealand census alongside credit and debit data to plan campaigns that are highly targeted to a company’s audience, and to people spending money in its category.

To achieve this targeting iSite Media have mapped out the bus routes across Auckland, Wellington and Christchurch then overlaid council road data, Fenton says. 

“From this we could work out many people can see a bus. Using census data, credit and debit card data lets us know who is more likely to be in that car. This data has been fed into a complex model created by Datamine,” he says.

This allows marketers to be a lot more accountable for their advertising spend in a world where the pressure is on to hit the target. iSite Media can tell you not only how many eyeballs are going to see your ad, but what kind of eyeballs are looking.

“For example we can put your campaign on buses more likely to pass 15 – 24 year old women who earns $30,000 plus.  We can tell you the how many of your target market will have the opportunity to see the bus campaign [reach]and how often [frequency],” Fenton says.

The ability to analyse and target bus advertising has been a while in the making, with iSite Media having worked with New Zealand data companies Critchlow and Datamine for nearly two years.

A year ago iSite Media was recognised for the releases of its first analytics product ‘Highly Targeted Outdoor’, which allowed marketers to calculate ‘opportunity to see’ data based on real-time traffic data and bus route info and also offer socio and geo-demographic profile of every transit campaign. 

The company was recognised with 3 TVNZ Marketing Awards and 6 NZDM awards in the last year for its work.

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