Deloitte authenticates APPcelerate’s geospatial technology to measure ROI

From left to right, Adrian Reyes (APPcelerate), Yon Vidaurreta (Deloitte), Alvaro de Gracia (APPcelerate), Davide Frabrizio and Carlos Real (Deloitte) during the presentation of the document.

The auditor concludes that the activation of campaigns based on APPcelerate data increases the number of visitors to a tourist site by 16.8%: The ‘Ad-Tech’ platform proved to be a fundamental tool for attracting the public to the façade.

In this way, APPcelerate marks a milestone in the world of measuring the ROI of advertising and marketing campaigns by being able to offer a data validated by Deloitte, after studying more than 180,000 mobile location data. Alvaro de Gracia, CEO of APPcelerate, together with Carlos Real, Director of Artificial Intelligence at Deloitte, introduced the session with a concise overview of the state of the art in the measurement of marketing actions in front of leading professionals in outdoor advertising, programmatic activation and connected TV.

Álvaro de Gracia, in the foreground, introduces the session on the 43rd floor of the Torre Picasso in Madrid.

Context of the campaign

Adrian Reyes, Chief Programmatic Manager of APPcelerate, explained to the attendees the context and purpose of the campaign, which focused on one of the most valued cultural and tourist attractions in Barcelona, which welcomes thousands of visitors every year. A tourist enclave of recognized international prestige with ease for a quick visit. In order to increase the number of visitors, the tourist enclave used a technology that provides geo-contextual information on local consumer behavior as a key part of its most ambitious advertising campaign in Barcelona.

Adrián Reyes, responsible for launching programmatic advertising campaigns and telco data studies and analytics at APPcelerate.

Media strategy and digital retargeting

APPcelerate has information from ‘more than 21 million mobile devices, more than 15,000 applications and millions of multi-sector points of interest,’ said Adrian Reyes. Prior to the launch of the campaign, APPcelerate ‘generated a series of strategic insights to design a media strategy based on three pillars: coverage, affinity and differentiation’.

The campaign used large format screens in the Barcelona metro, was present on the Aerobus, outdoor banners in the streets and exit screens at cab ranks. Adrián Reyes pointed out that ‘we proposed an outdoor advertising action supported by digital retargeting focused on potential visitors with high purchasing power and interested in culture, which were segmented by their countries of origin’. APPcelerate’s geo-spatial technology allowed us to extract insights to guide the campaign towards greater success.

Adrian Reyes explains the context of the tourist-focused advertising campaign.

Space circuits

Of the more than 6,000 elements available in Barcelona for outdoor advertising planning, APPcelerate’s spatial survey technology identified 68 points in four different spatial circuits. According to Reyes, ‘the outdoor circuits were set up around the airport, the maritime terminal, high-class hotels and the most popular monuments in Barcelona, where the optimal advertising inventory was selected’. Using signals received by the applications installed on mobile devices, ‘APPcelerate matched the mobile device IDs of users who had passed through these 4 circuits as a trigger for retargeting impacts to mobile devices’.

The event was attended by the main references of outdoor advertising, such as JCDecaux Spain, Exterior Plus, Clear Channel or Global Spain.

Deloitte study performance and methodology

After Adrián Reyes’ speech, Yon Vidaurreta, Senior Manager of Deloitte’s Artificial Intelligence and Data area, explained in detail and with graphics the five keys of the campaign to improve performance:

– Business results: The tourism campaign generated 16.8% extra visitors during the campaign period.
– Frequency of impacts: The target audience presents greater response to advertising stimuli as the frequency of impacts increases. At 17 and above, effectiveness is reduced.
– Response time: Given the type of campaign and the client, a short-term response to advertising stimuli has been identified, with 49.4% visiting the site on the same day or the following day.
– Location of supports: The distance from the support to the tourist site affects its effectiveness. 92.7% of the visitors who were impacted by media and finally visited the enclave are less than three kilometers away.
– Digital activation: Digital retargeting impacts were used as a strategic piece in the attraction of tourists, enhancing the outdoor action.

Yon Vidaurreta explained that to carry out the study ‘mobile IDs’ that passed through the enclave within five minutes were eliminated. This made it possible to focus the analysis on people who have actually visited and to leave random passers-by out of the study’. Yon Vidaurreta concluded his speech by stating that ‘the campaign had increased the number of expected visitors by 16.8%’. After his explanation, a question and answer session was opened among the attendees.