Audience Solutions is an insight-driven, audience-based approach that groups the 3800 units of 6-sheet sites in our inventory into strategic networks, based on the site locations’ proximities to desired consumer environments.
The networks are conceived through a 3-step site analysis: Proximity Labels, Build Patterns and Research & Insights.
Proximity Labels
Using our site mapping software, our panels are “labelled”. This process records the sites and the environments they reside in; for instance, the sites in our Retail Network reside in and around boutiques, shops, malls and convenience stores. This allows us to better engage audiences and their mindsets.
Build Patterns
Sites within a network are strategically distributed so they may register “double impact”; i.e. a viewer will see an ad at 2 bus shelters in quick succession along the same stretch of road; or “staggered impact”; i.e. a viewer will see an ad, first on one side on the road, and subsequently on the opposite side; or “repetition”; i.e. a viewer will see an ad repeatedly around a certain environment.
To support the entire offering, Audience Solutions is embellished with data from our Research & Insights programme. This allows you to understand your audience, know where they are, place your ad where they will be, learn how to execute the creative, know which network to buy, and for how frequent and how long.
Audience Solutions has been strategically crafted to create a:
• BROADCAST BASE, to:
– Build core reach and frequency; e.g. National network
– Reach 83%* of the population in their most common habitat; i.e. HDB estates
– Deliver mass broadcast
• TARGET BASE, to:
– Maximise ‘media connect’; i.e. exposure, zoom-in on proximity with target audiences; e.g. Retail, Youth, Commuter & Business networks
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