In a fervour of excitement over the marriage of Prince Harry to Meghan Markle over the weekend, we are dedicating a post to the happy couple demonstrating how outdoor media planners can exercise fine-grained control over the outdoor audiences they want to reach using our tools.
With the tens-of-thousands of visitors from across the pond and all parts of the world descending on Windsor, and bringing with them their own interests, needs and money to spend, we imagine how advertisers wishing to capitalise on that audience can reach them best with Huq’s data.
In this example we will use our revamped Frame Finder and Frame Profiler suite of dashboard tools to show how we can quickly and effectively identify visitors to the UK that visit Windsor, the location of the wedding, and the most relevant frames that correspond to those users.
Remember, even through 100% of users that meet our criteria will have visited that location, the objective here is to identify the best sites to reach them in GB at any other point in their stay - yielding many greater frame-planning opportunities than just those around the town.
So let us consider our ideal audience:
• they will be visitors to Windsor
• they will have travelled from abroad
• they will also be staying in visitor accommodation, such as hotels
We also expect that they will engage in wider visitor-centric activities over the course of their stay, such as visiting the major sites in London while they are here - but rather than make that a condition in our criteria let’s allow the data to show us what else they get up to.
Let’s head over to the dashboard now and start plugging in our search criteria.
Within our media planning dashboard suite there are two tools available; Frame Finder, which as the name suggests, allows you to find frames according to your search, and Frame Profiler, which offers a description of frame audiences in terms of their retail behaviours.
As our requirements lean heavily on a nuanced set of behavioural attributes, we’ll start on the Frame Profiler dashboard as that allows us to build segments based on more granular user behaviours. To the left of the dashboard, you will see a form inviting you to get started. Let’s do that.
First off, let’s tick Windsor off the list. In the City field, start typing the term you’re after and select the term that comes up - in this case, Windsor & Maidenhead. On the map you will see the geographic activity that corresponds to that area. Yep, it’s all in Windsor; good.
Next we need a proxy to sort the local residents from those travelling in from abroad. There are many ways to do this within the underlying data and if you have the right SQL skills, but in this case we can use the language the device is set in to exclude those resident in the UK.
Scroll down to the bottom of the dashboard and you will find three pie-charts containing assorted metrics - the second one concerning language. Select the ‘en’ language, and head back to the top of the page where you will see that a new filter has been added to the top filter bar.
Hover over the filter and select the ‘pencil’ edit icon, and where the logical operator currently shows ‘is’, select it to browse the alternatives and select ‘is not’. Save the filter, which will turn red (to denote the inverse) and wait a moment for the dashboard to update. Congrats - you have now selected all non-English language visitors to Windsor.
We also wanted to stipulate that those users had stayed in a hotel during their visit; not only is this a complimentary activity, but it also tightens up the audience so that we can be really certain that those in our selection really are visitors to the UK, and not those living or working here.
To do that, we need to introduce a second step; we need a way to say ‘thanks for the Windsor foreign-speaking users, now - separately - we need to select those who have also stayed in a hotel.. anywhere in the UK.’ Fortunately, we have developed for this case - implemented as follows.
• Navigate to the top filter bar
• Select ‘Add a filter’
• Scroll down to ‘device’ in the list of fields to query
• In the operators field, scroll to the last option - values
• Name your segment, and press ‘Save’
This action captures all the device id’s in the underlying data who met our original criteria, and creates an new snapshot filter with that segment. We can now loose the original filters we had used to build the segment, and keep the new ‘Fetch’ filter that we have just created.
At that point, the dashboard will update and show you all of the other things that those users have done in the UK. Somewhat unsurprisingly, if we look through the list of brands and categories, and look at the map, there is clearly a lot of tourism-related activity going on. Great!
Let’s go ahead and add ‘Hotels’ (#3 on our rank of categories in the pie chart) as a filter, and then we really are done in terms of implementing our segment definition. Repeat the ‘Fetch’ filter exercise as per the above to retrieve our final segment list and ‘pin it’ to the top.
Now you can head over to the Frame Finder dashboard via the side-menu dashboard icon. At the top, you’ll see that the filter that we had added and ‘Pinned’ in the last step is present and the dashboard is alive with insights and information for us to use.
Naturally Windsor is right up there in terms of important locations for your segment - but interestingly can also see that the heart of London and the West End is also key, as are other city centres across the country such as Manchester, Birmingham and Leeds.
Scroll down to the very bottom of the dashboard and you will see a table containing an ordered rank of the most significant outdoor media frames for the audience that we have defined! All you need to do is select the ‘Raw’ link from the Export options. Pop open in Excel / other and you’re done!
Of course, you are also able to further filter those frames based on other attributes available in the dataset - size, media owner, digital and by region by selecting the relavent segment from the dashboard visualisations. There we go! A list of the best frames to reach foreign visitors to Windsor.
Special wedding giveaway! If you’re interested in reaching this audience via OOH, click here for a free download the top 100 matching frames for our ‘Royal Watchers’ segment.
Happy planning :)