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Anonymised mobile data can show how an audience has changed post-pandemic
September 7, 2021
With summer holidays gone and children back to school, it feels like the UK is moving to another phase of normality. For many of us that means going back into the office. After 18 months of not commuting, we’re re-establishing regular routines and habits, and for advertisers this opens up opportunities that have long been missed.
With so many people establishing new routines, ‘normal’ has never looked so different. Society has changed. Brand audiences have changed. Advertisers need to understand this. Using anonymised mobile data you can get a better view of who your customers are, where they are, and when is the best time to reach them. You can also analyse how this audience has changed over a period of time.
It’s time to shift thinking
Despite the extension of cookies for another year, marketers have to work out how to navigate a privacy first world while still getting the right place, right time, right audience benefits of programmatic advertising. This has now been coupled with the side-effects of the pandemic and societal changes.
It’s been well documented that some habits have changed. Lifestyle has changed. The workplace has changed. Some things will revert back to normal almost overnight, others will take longer. For some things have been changed forever. Society will be in this state of flux a while longer. Audiences have inevitably changed as a result of this.
Using aggregated data from telcos we’re able to help our clients with this challenge. We’re able to identify who from a customer audience is most likely to return to a business. This gives an incredibly accurate profile of an audience, on which to build out a campaign. We understand where an audience lives, where they work, how they travel, what retailers they visit, what domains they’re browsing, what they’re searching for and what apps they use. All without using cookies or personal identifiers.
Consumer time-shift analysis
A time-shift analysis is possible as we analyse two audiences across different time periods. The two audiences are identical aside from the time period they are taken from.
By accessing the data directly from the network providers, our partner, Skyrise Intelligence, is able to analyse a client’s site and app users. This is all privacy compliant and anonymised. The data has a look back period of two years, allowing us to look at behaviour before the pandemic and as things currently stand. This has proved hugely insightful over the last few months with lockdown easing, and people on the move again as clients understand their current target audiences and activate post-covid reopening strategies.
Using data from the last time lockdown eased we've been able to unearth fantastic data insights and hypotheses to build programmatic media campaigns that will help clients scale now we’re back in the hybrid world of commuting and working from home.
Audiences are compared on how demographic composition has altered, and we can also discover locations in which the audience has increased or decreased. Inevitably some people are working from home more on certain days, and it’s important for advertisers to understand how these temporal changes affect advertising strategy.
Advertisers and agencies are naturally most concerned how these insights can inform targeting on campaigns now society is moving again. They do however have the potential to inform strategies beyond the pandemic. Mobile data is becoming more powerful and insightful as people are using their mobile devices more than ever. And when you’re getting data straight from the handset, you’re getting one of the fullest pictures of a consumer imaginable.