iSite’s head of freshness gets botox to celebrate evolution of the ‘Highly Targeted Outdoor’ tool

It seems that unconventionality extends beyond the title of iSite Media’s head of freshness Rupert Fenton. To celebrate the company’s update of its ‘Highly Targeted Outdoor’ offering, Fenton took the bizarre step of undergoing a Botox treatment in a quirky move that coincides with the announcement that the company has recently added the latest census data to its award-winning tool.  

“The addition of updated data means we can now be more effective at targeting bus advertising campaigns to reach our clients’ objectives,” says Fenton. “[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.”

About a year agoiSite first launched its ‘Highly Targeted Outdoor’ offering in response to the perceived lack of measurement available when it came to outdoor advertising. And rather than waiting for the industry to respond to this growing concern among advertisers, iSite took charge and developed the system independently. 

The company worked alongside third party geo-spatial experts and data analysts to analyse 200,000 road segments, map over 22,000 bus routes and build a proprietary business location database. This analysis was then cross-referenced with census and purchasing data, making it possible 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 effectiveness of the initiative in measuring the reach of bus-based advertising caught the attention of the judges at the New Zealand Direct Marketing Awards, and this saw iSite walk away with a Supreme Nexus, a Gold B2B award and three other golds.

The problem, however, is that data becomes dated as soon as it is recorded—and this is a particularly significant when it comes to census data, which is only updated every five years (or seven years in the most recent case). By the end of such a long timeframe, trends change, people move and the way a society looks might be very different from what it was before. And Fenton says that there were some noticeable differences across the nation in the new data.   

“New Zealand has seen changes in population, income and demographic make up over the past seven years,” he says. “The country has prospered over the period with Auckland’s economic and population growth most notable. Christchurch has been significantly impacted by the earthquakes and Wellington remains one of the highest paid cities for professionals in New Zealand.”

In order to provide further information on these and other insights, a wrinkle-free Fenton is currently on the agency trail giving media presentations to iSite’s partners.   

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