OutSmart Pin – Pokka Coffee Case Study

With data and insights, in the last 18 years, we have been meeting to the demands of the industry for data and have significantly invested to deliver solutions measuring across reach and frequency, to ad recall and brand perception, to tracking commuter footfall and views and today, location intelligence and behavioural insights that not only provides accountability but measures results.

OutSmart Pin is our smart-targeting and audience-planning tool that combines location proximity to point-of-interest with audience and brand affinity. Powered by our location-intelligence partner, Lifesight, this allows deep insights into human mobility and audience exposure in relation to an OOH site.

By tying places and people insights gleaned through high quality consumer location data, marketers have an unprecedented opportunity to scale their reach within localities and among audiences that are the most relevant to them.

Background

Prior to using Outsmart Pin, Pokka had always approached OOH buy by site proximity but with OutSmart Pin’s capability to target based on audience interests, affinity, behaviours and even places of interests (POI), this has allowed Pokka sharper targeting for their campaign. A customised solution was also made available to them to have specific list of supermarkets e.g. Hao Mart, U Star inputted onto the dashboard where they could get estimated reach and impressions at these POIs and/ or with specific audience segments before their campaign runs.

Pokka Coffee use of OutSmart Pin’s pre-planning tool allowed them to identify the best sites based on their target audience mobility patterns e.g. coffeeshop goers, grocery shoppers and supermarket visitors.

Post-Campaign OOH Attribution with OutSmart Pin

POIs (coffeeshops, supermarkets) from Pokka’s list were charted to measure the store visit attribution of those who were exposed to the ad during the campaign.

Results

The campaign garnered 11x more impressions than the average benchmark, 1.4x more than the pre-report estimates and resulted in double the conversion rate.