Seasonality: Livesystems wants to optimize campaign planning
By introducing year-round measurement that takes into account the population’s seasonal movement patterns, Livesystems aims to optimize the planning of digital outdoor advertising in Switzerland. This will enable significantly more precise and customer-focused management of advertising campaigns in the DOOH sector, the OOH company writes.
Livesystems now takes seasonal fluctuations into account when measuring the behavior of people in Switzerland - be it skiing in winter, hiking in spring and autumn or shopping in the cities in the run-up to Christmas. Using these factors, advertisers at Livesystems can now select the optimal campaign period and the right product for their target group.
To make this approach possible, Livesystems has greatly increased the frequency of data collection in collaboration with the market research institute Intervista. Instead of two measurement points per year, there is now a continuous year-round measurement. This change enables more detailed and dynamic campaign planning and forms the basis for the presentation of seasonalities. In addition, the mobility panel was increased from 3,000 to 4,000 people, who are measured on a daily basis, as of January 1, 2024.
Week-based planning as a new dimension
This increased granularity in data collection results in greater accuracy for advertisers and a more realistic representation of contacts and reach. Movement patterns can be broken down to the level of individual calendar weeks and integrated into campaign planning.
At the same time, Livesystems is also adapting its pricing model: All products are based on a CPM model that is in line with current market practice. A dynamic price calculation takes into account seasonality as well as the days of the week and, if required, selected time slots. According to Livesystems, this ensures that advertising customers "only pay for the contacts they reach during the selected time". According to the information provided, the Livesystems network achieves a net reach of 96% over a campaign period of eight weeks.
Largest programmatically bookable DOOH provider
The Broadsign platform gives advertisers and agencies access to Livesystems' entire DOOH inventory. This allows campaigns to be booked and played out in real time and automatically. With over 13,000 programmatically bookable screens in more than 1,700 zones, Livesystems claims to offer the largest programmatically bookable DOOH network in Switzerland. At the same time, moving media will be programmatically bookable on public transport for the first time in Switzerland.
