ADCENTRICITY Announces Consumer Sync, An Exclusive Consumer Behavioural Targeting Solution For Agencies And Brands

ADCENTRICITY, a leading location based digital ad network and planning platform, today announced Consumer Sync™ – a consumer targeting solution for digital out-of-home (DOOH) media that incorporates data on consumer behaviors, psychographics and purchase intent for a variety of brands, products and services. With Consumer Sync, advertisers can target campaigns to consumers most likely to purchase the advertised product or service.

How it works:

ADCENTRICITY’s Consumer Sync, supported by The Nielsen Company and Environics Analytics, includes over 10,000 consumer profile variables that, when aligned with a brand’s campaign objectives, can deliver a customized DOOH targeting solution. Consumer Sync covers 20 major categories, including Alcohol & Tobacco, Apparel & Jewelry, Automotive Products, Automotive Services, Electronics & Computers, Finance & Insurance, Food & Beverages, Gas Credit Cards & Chains, Grocery Chains & Coupons, Hardware & Appliances, Health & OTC Drugs, Home Furnishings, Home Improvements, Media, Restaurants, Retailers & Shopping, Sports & Leisure, Telecommunications and Travel. Through Consumer Sync, marketers can target their solutions to consumers based on their lifestyles, marketplace preferences, media habits and psychographic values. The consumer profile variables are powered by the Nielsen PRIZM segmentation system for US markets and Environics Analytics’ PRIZM C2 for Canadian markets.

The wealth of consumer data and insightful customer segmentation profiles contained in Consumer Sync give marketers a deeper understanding of which consumers have the highest propensity to purchase a product. For agencies and brands, ADCENTRICITY’s proprietary targeting platform allows them to target consumers most likely to buy – a capability previously unavailable in DOOH. Unlike other solutions in the marketplace, this approach to targeting optimizes ROI potential for advertisers and has demonstrated a 40 percent increase in media efficiency, offering higher value for the dollar when planning and buying the medium (results may vary).

"Media agencies are often supplied with limited information to target consumers, such as basic age segments, gender, designated market area, major market priority and average household income, which really is not enough when you consider how consumers can be profiled and targeted," says Jeff Atley, co-founder and CMO of ADCENTRICITY. "The opportunity with Consumer Sync is in the ability to align DOOH solutions to a brand’s ultimate objectives. Its capabilities represent an entirely new level of planning rationale and buying justifications for agencies seeking to manage, evaluate, represent and buy more relevant and efficient media."

"We’re delighted to provide a great new targeting option for the many users of PRIZM C2 in Canada," says Jan Kestle, president of Environics Analytics, in Toronto. "With Consumer Sync, marketers will be able to define the potential audience for different kinds of messages, products and services using DOOH screens. And they will be able to execute DOOH-based marketing using PRIZM C2 custom segments and target groups—providing a consistent view of their customers across multiple media. This is an exciting new opportunity for target marketing campaigns."

Why it works:

The availability of Consumer Sync addresses a previously unmet need in the marketplace by allowing brand marketers to utilize data to advance consumer targeting and segmentation, a process that generally requires a considerable investment of resources. In the past, marketers typically used general consumer demographic profiles and market assignments to assemble DOOH media programs. With these new integrated data sets included in Consumer Sync, detailed consumer profiles can assist agencies in developing targeting strategies and offering new media opportunities to their clients. For example, consider a leading telecommunications company that wants to engage consumers who are in the market to purchase a new smart phone and service package. With Consumer Sync, the company can deliver the best media solution that meets these criteria at specific addressable locatiosn and define a plan based not only on consumers seeking the product, but also on those who may be considering a competitor’s product. The methodologies developed ultimately assign a Market Potential Index to each consumer environment across more than 10,000 consumer variables.

Recently, a major US auto manufacturer leveraged the Consumer Sync solution during the beta-testing stage for targeting and evaluating DOOH as a component of its media strategy. As part of the strategy, seven makes and models were identified and cross-sectioned against 25 competitive makes and models. The resulting plan delivered to the client was a comprehensive national targeting solution designed to intercept consumers most likely to purchase the competitive automotive brands. Essentially, Consumer Sync determined which consumers were in the market to buy a competitive make and model versus those in the market for the auto manufacturer’s model. Going one step further, the auto manufacturer incorporated tier-two dealer locations and applied recency and trade area segmentation in order to integrate localized dealer promotions.

The strategic relationship ADCENTRICITY established with The Nielsen Company (USA) and Environics Analytics (Canada) applies consumer segmentation data via the PRIZM® and PRIZM C2 systems, which are linked to third-party data providers such as Simmons, PMB, BBM and Polk Automotive Intelligence. Through these partnerships, Consumer Sync gives agencies access to behavioural and preference data on nearly all important consumer goods, services and activities, and allows them to develop highly targeted DOOH campaigns with unprecedented power and accuracy.