Situations
These moments make advertising relevant.
A storm, a wave of colds, a football match, a record jackpot: situations like these change what people need right now. Here you can see which situations we tune your advertising to.
How a situation comes about
We collect data from many sources, for example weather services, pollen monitoring stations and traffic reports. From this we calculate for every area, worldwide and down to the postcode, whether a situation is occurring right now. If it is, your advertising runs there.
Weather and health
Weather
Sun, rain, heat, snow or ice. Example: with the first frosty nights, your ad for winter tyres runs.
Severe weather
After a severe storm, your advertising runs for five days in the affected places. Example: your insurance company explains how to report a claim.
Pollen
Your advertising runs where a lot of pollen is flying right now. Example: a hay fever remedy.
Wave of colds
Your advertising only runs in regions where a lot of people are catching colds right now.
Shopping and retail
Purchase probability
From ten years of purchase and weather data (GfK) we know which products are bought in which weather. Your advertising runs on the days your product is in demand.
Catchment areas
Which places do customers really come from to visit your branch? We calculate this from roads, competitors and weather instead of simply drawing a circle around the branch.
Busy city centres
If a pedestrian zone is especially busy, for instance because of an event, the digital billboards there show your advertising.
Competitor advertising
If a competitor is advertising especially heavily, your campaign automatically becomes active or stronger there. Already in use at dentsu.
Price increases
When products in a category get more expensive, show your better-value offer.
On the move and leisure
Traffic and delays
If a train is cancelled or traffic is at a standstill, travellers at the station or airport see your offer, for example a rental car.
Hotel occupancy
When the hotels in a region are full, advertise local excursions. When they are empty, advertise the region itself.
Events
Nearby concerts, festivals and trade fairs are an occasion for matching offers.
TV, sport and trends
TV schedule
What is on TV right now shows what people are interested in. Your ad appears on smart TV to match.
Sport
Score and goals control your advertising and can appear right in the ad. Example: the home team scores, the drinks offer starts.
Jackpots and odds
When a jackpot reaches a certain amount, your advertising starts automatically.
Search trends
If a topic is being searched for unusually often in a region, your advertising runs there. Example: searches for air conditioners rise, your offer starts.
Money and neighbourhoods
Financial markets
Your advertising runs when stock market developments fit your offer, for example for investments.
Neighbourhoods
We know what is typical of an area, for example lots of DIY enthusiasts or lots of young families. We don't need data about individual people for this.
Your situation isn't listed?
We develop many situations together with our clients, including from their own data, for example sales figures. Talk to us.