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Target group-specific DOOH targeting with intervista data via Splicky
Advertisers in Switzerland can use the Splicky demand-side platform (DSP) to book programmatic campaigns for mobile, desktop, DOOH, CTV, digital audio and linear radio.
intervista data is now also available in the Splicky DSP for targeting DOOH campaigns. This allows advertisers to tailor their campaigns even more precisely to their desired target group – based on cross-provider affinity values.
Affinity values for 150 target group variables
intervista provides affinity values for around 150 target group variables at screen, weekday and time level. These values show whether a characteristic is under- or over-represented within a target group. A high affinity value means that the target group can be reached particularly well via the corresponding medium, at the selected time and location. An example illustrates the figure.
Data basis and modelling
The affinity data is modelled on the basis of various primary data collections:
- Mobility data from the Footprints panel with around 1.5 million measurement days
- Around 10 million contact opportunities recorded with DOOH screens in Switzerland
- Over 115,000 interviews in the intervista online panel
Location characteristics, specific environments, regional differences and time dimensions down to the hour and weekday level are taken into account.
Smart control via Splicky
By selecting one or more target group variables as data triggers in DSP Splicky, the ad is displayed on the appropriate screens at the times when the desired target group exceeds the specified affinity threshold.
Examples of available variables
- Gender and age
- Household income (e.g. more than CHF 12,000 per month)
- Children in the household (e.g. younger than 12 years)
- Customer/non-customer of specific banks (e.g. UBS), insurance companies (e.g. Mobiliar), health insurance companies (e.g. CSS), mobile phone companies (e.g. Swisscom) or internet providers (e.g. Wingo)
- Assets (e.g. more than CHF 250,000)
- Car ownership (e.g. ownership of a high-priced car)
- Home ownership (e.g. owner of a house)
- Air travel in the last 12 months
- Train travel (e.g. several times a month)
- Management position in a company
- Interests Hobbies (e.g. cosmetics or gardening)
- Interests Leisure (e.g. shopping or cinema)
- Interests Sport (e.g. hiking, jogging or cycling)
- Party preference (e.g. SVP, SP, FDP, Die Mitte, GLP, Grüne)
With intervista data in DSP Splicky, DOOH campaigns can be controlled not only programmatically, but also in a target group-specific manner – for even more effective DOOH advertising in Switzerland.
Nicolas Fahrni