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Customer Story

Primedia Outdoor Uses Location Intelligence To Help Clients Visualize Marketing Plans

Multi-channel marketing has become the standard for marketers and advertisers. This has created a complex, dynamic landscape, with marketers spreading their budgets across various media. Primedia Outdoor needed to find a way to deliver innovative, location-based information that would help them earn a greater share of marketing dollars from their existing clients and attract new ones.

Multi-channel marketing has created serious challenges for the outdoor advertising market. Marketers have been spending more on other media channels, such as digital, apps, TV and news, versus spending on traditional outdoor advertising. In a data-driven era, the main challenge confronting Primedia Outdoor was being able to demonstrate the performance of outdoor advertising against other media channels. The company’s clients needed to see this data to justify their use of outdoor advertising. Without it, they were more likely to spend their marketing dollars elsewhere.

Primedia Outdoor worked with Precisely and its partner ST Group to improve its location intelligence capabilities. ST Group, the Precisely partner and distributor for South Africa, introduced MapInfo Pro to provide the location intelligence and market insights the company needed to build its business and help its clients see just how outdoor advertising could deliver major impact.

To help influence clients’ media buying, Primedia Outdoor incorporates industry research data (e.g. South Africa’s All Media and Products Study “AMPS”) into MapInfo Pro, where it can be geographically mapped. These large datasets would otherwise be delivered in flat files or bar charts, which can be difficult to put into context. With mapping and advanced data visualization, Primedia Outdoor can put that data into context, which helps clients make informed decisions.

“MapInfo Pro plays an integral role in our marketing services strategy,” says Dave Roberts, CEO of Primedia Outdoor. “Our strategists use it to generate location intelligence and market insights that are tailored to our clients’ advertising needs and networks.”

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