Author: Clare Moss

Introducing the Panel Optimizer:
The Latest Breakthrough in DOOH Advertising

Tired of playing the guessing game?

What if you could predict exactly where your DOOH ads will make the biggest impact, before you even launch your campaign? Imagine knowing not just who your audience is, but where they’ll be and when they’re most likely to see your message. With Locala’s Panel Optimizer, this vision is now a reality. Our new feature delivers real-time, data-driven scoring, empowering you to place your ads with precision and maximize the reach of every campaign.

From Challenges to Innovation: The Story of the Panel Optimizer

In a world where consumers are constantly on the move, knowing exactly when and where to place your ads is crucial. But without precise targeting, too many DOOH ads end up in locations where a significant portion of the audience may not be relevant or interested in the message. It’s like casting a super wide net, and then just hoping to catch the right fish, often coming up empty.

The Panel Optimizer addresses this challenge by scoring each DOOH panel based on your audience’s Opportunity to See (OTS). This means you can pinpoint high-impact panels and times, helping you make more informed decisions about your media spend. No more guesswork, just clear, actionable insights that optimize your reach and boost campaign performance.

How the Panel Optimizer Works:
The Panel Optimizer simplifies the complexities of DOOH buying with three key capabilities:

  • Who: Identify the areas with the highest concentration of your ideal audience using advanced sociodemographic data.
  • Where: Pinpoint the exact panels and inventory types that align with where your audience is most likely to be.
  • When: Leverage real-time passerby data to serve your ads at optimal times, maximizing their visibility and impact.

Step 1: Select Your Audience

With Locala’s AI-powered Planning tool, we’ll define your audience using sociodemographic data and pinpoint key regions to ensure your ads reach the right people.

Presentation of retail analytics and the different options to build an audience

Step 2: Define Target Area & Inventory 

Further refine your planning by selecting target areas and inventory. Locala’s platform identifies panels in real-time, ensuring your ads reach relevant locations and minimize waste.

Map of retail analytics showing how you can select local areas

Step 3: Activate DOOH Scoring

With DOOH Scoring, the Panel Optimizer uses real-time data to score panels based on Likelihood to See (LTS), helping you focus spend on the most impactful placements for efficient, effective campaigns.

Maps showing affinities and DOOH panels with their scoring

Step 4: Refine & Optimize
Refine your audience with behavioral segments to make campaigns more dynamic. The platform continuously updates DOOH Scores in real-time, ensuring maximum impact.

Step 5: Measure & Adjust

Monitor real-time performance metrics and make data-driven adjustments during your campaign, ensuring it delivers optimal results from start to finish.

With these insights, brands can activate DOOH campaigns that truly resonate with their target audience, driving results without wasting budget.

A New Standard in DOOH Scoring:

At Locala, we believe that the metrics that drive success in digital advertising—like viewability and attention—should also apply to DOOH. That’s why our DOOH Scoring isn’t just about identifying available inventory; it’s about using real-time data to understand your audience’s behavior and ensuring your message hits at the most effective moments. With the Panel Optimizer, your DOOH campaigns become more than just ads—they become tailored experiences that connect with consumers effectively in the real world.

The Edge You Need in the DOOH World

With the Panel Optimizer, brands will target only the panels that align with their audience, eliminating wasted spend and increasing efficiency. This approach broadens reach and amplifies impact, delivering ads at the right moments to capture attention. Backed by real-time insights, marketers make confident decisions, ensuring their strategies stay responsive, data-driven, and optimized for success.

Start Benefiting from DOOH Panel Scoring Today

We’re proud to be at the forefront of DOOH innovation, helping brands navigate the evolving landscape with tools that make their campaigns more effective and impactful. With the Panel Optimizer, we’re offering a new way to reach audiences in the moments that matter most. Let’s make your next campaign the best one yet.

Whether you’re looking to refine your targeting, increase campaign impact, or make smarter media buys, the Panel Optimizer unlocks the full potential of DOOH Scoring. Ready to see it in action? Contact us today to learn more about what this means for your brand.

3 Simple Steps to Boost
Your Brand’s Impact This Holiday Season

The 2024 holiday season is shaping up to be a big one for Canadian retailers. Holiday spending in Canada is expected to rise by about 10%, reaching an average of $1,800 per person. With shoppers focused on finding value amid rising costs, a well-rounded holiday media strategy is essential to stand out and capture their attention.

To begin planning, marketers must ask themselves: 

  • Who is my campaign targeting? 
  • Where can I find them? 
  • How can I engage consumers? 
  • What results can I expect?

By implementing an omnichannel approach that’s personalized to the local consumer, brands can effectively reach their target holiday shopper audiences while boosting visibility and engagement. Find out how Locala’s advertising platform with granular insights and cutting-edge AI is key to ensuring your campaigns deliver actionable results.

Step #1 Understand Your Target Audience with Locala’s Audience Explorer

The first step in planning your campaign is to clearly identify and understand who and where your target audience is. Canadian consumers are increasingly selective about where they spend their holiday budgets, focusing on brands that offer strong value and rewards. With Locala’s Audience Explorer, brands can utilize consumer data on demographics, interests, and behaviors, and specifically identify their key audience segments —whether they’re tech enthusiasts, holiday shoppers, or families with kids. By understanding the nuances of your audience, you can craft messages that resonate and ensure your campaign hits the mark. 

Step #2 Activating the Right Channels for Maximum Impact

After identifying your target audience, the next crucial step in a killer holiday media strategy is to activate the most effective channels for reaching them. By combining Digital Out-of-Home (DOOH) and Mobile, brands can significantly enhance their visibility and engagement during the holiday season. 

Locala’s planning tool enables you to identify the areas with the highest affinity and strategically place DOOH screens in those locations. Location-based mobile outreach lets you retarget individuals who have already seen your DOOH ads. This extends your campaign’s reach while reinforcing your brand message across platforms. The result is a cohesive and memorable consumer experience. This omnichannel approach ensures that your brand stays top-of-mind as consumers make their holiday shopping decisions.

Step #3 Creating Engaging and Memorable Experiences

We measure a successful campaign not just by the number of impressions it generates, but by how well it creates an engaging and resonant experience with consumers.

Amplify your brand’s impact this holiday season by using large-format DOOH ads to capture broad attention. Complement this with mobile creative strategies to deepen engagement. Enhance the experience further by incorporating immersive “in-ad” video experiences and increase in-store traffic with features like the store navigator. 

How a Beauty Brand Achieved Success with Locala

In preparation for the holiday season, a beauty brand launched a campaign aimed at expanding reach, boosting visibility, and driving in-store engagement across more than 500 stores. To achieve this, they partnered with Locala and implemented a powerful strategy where Large-format DOOH displays in high-traffic areas captured attention, while mobile ads re-targeted viewers to encourage in-store visits. 

The campaign targeted women aged 30+ nationwide, using data insights to pinpoint high-potential areas with strong brand affinity. It delivered ads within 500 meters of DOOH screens near key retailers to maximize in-store conversions.

The campaign delivered outstanding results, including a 70% viewability rate, a 5% uplift in in-store visits, and a 65% reduction in cost per visit compared to industry benchmarks. Additionally, mobile ads saw a 90% improvement in click-through rates versus the industry average, highlighting the campaign’s success in driving both visibility and engagement.

Make This Holiday Season Your Best Yet

The 2024 holiday season offers tremendous opportunities for Canadian brands ready to connect with consumers who value well-timed, relevant campaigns. By implementing a media strategy that aligns with key shopping dates and resonates with your core audiences, you can drive real results this season.

Why Locala?

With AI-driven insights, advanced reporting, and a global reach allowing localized activation, Locala enables brands to deliver impactful, omnichannel creative campaigns that resonate with consumers during the critical holiday season. Locala empowers brands to excel in their holiday marketing efforts through smart planning so that they can achieve effective engagement.

Contact us to learn more about how Locala can drive meaningful results and maximize your return on investment this holiday season. 

 

Introducing MPU Scroll: A Dynamic Way to Elevate Brand Awareness

Introducing Our Newest Ad Format: MPU Scroll

We are thrilled to introduce our newest dynamic ad format: MPU Scroll. This new format elevates your brand’s visibility and engagement like never before.

MPU Scroll ad format showcasing dynamic product visuals

 

What is the MPU Scroll?

The MPU Scroll adapts to user interaction without requiring direct engagement, making it a cutting-edge ad format. As users scroll through content, the MPU Scroll dynamically changes the image, creating an eye-catching, immersive experience. Additionally, Whether you’re looking to showcase a 360-degree view of a product, create smooth, scrolling animations, or tell a story through visuals, MPU Scroll offers unmatched versatility to bring your content to life.

 

Driving Real Engagement

This ad format is designed to enhance brand awareness by capturing attention through dynamic visuals that adapt to users’ scrolling behavior. Moreover, Unlike traditional formats, MPU Scroll offers fluid, interactive experiences that don’t require additional taps or clicks. It’s perfect for showing off products from all angles or adding depth to your campaign’s creative elements. 

Flexible & Customizable

Furthermore, we take care of exporting the visuals, delivering up to 30 different frames for your animations or videos. The result is a flexible, highly customizable ad unit that perfectly fits your creative needs, whether it’s showcasing a 360-degree view or adding smooth animations. The MPU Scroll provides the ideal tool for engaging mobile users through a seamless app experience.

Delivering Impactful Solutions with Locala

At Locala, we’re dedicated to helping brands create memorable and effective marketing experiences. Our skilled design team works closely with clients to tailor ad solutions that meet specific campaign goals and objectives. Whether it’s mobile, DOOH, desktop to CTV, our innovative formats, like MPU Scroll, capture attention and drive meaningful engagement.

Ready to elevate your next campaign? Contact us today to explore how MPU Scroll can boost your brand visibility.

5 Advertising Best Practices
for Beauty Brands

As the beauty market continues to transform and diversify, understanding the varied needs and preferences of today’s complex consumers is more crucial than ever. From eco-conscious Gen Z shoppers to globe-trotting male beauty enthusiasts, the modern beauty buyer is a spectrum of unique personas, each with distinct tastes and expectations.

 

Brands must decipher these nuanced consumer profiles, and precise targeting strategies will be key to tailoring their offerings effectively. By adopting a personalized approach, beauty brands can deliver efficient campaigns that maximize every advertising dollar spent.

 

The Beauty Buyer’s Local Makeup:

When it comes to the beauty buyer’s local makeup, every location is different, so why use a one-size-fits-all approach to marketing? Local trends, even when they appear basic, like an area’s price sensitivity or visit frequency, can greatly shape the outcomes of brand campaigns. 

 

To maximize ROI, beauty brands should shape their media mix, target audiences, creative strategies, and other initiatives based on their local audiences’ preferences. A hyper-targeted approach ensures that advertising efforts align with unique local market needs, thereby boosting effectiveness and efficiency.

 

In this blog post, we explore five best practices essential for driving growth through advertising in the beauty industry. These insights, combined with a localized and personalized strategy, can help your brand forge stronger relationships and drive lasting loyalty.

Map of the United States showing client profiles and purchase drivers, with regions colored to indicate whether clients are occasional or frequent and whether purchases are driven by proximity or price.

Best Practice #1: Optimize Attention – Becoming GenZ’s Preferred Choice 

Brands must prioritize capturing and retaining the attention of Gen Z, the next generation of beauty enthusiasts with evolving preferences and high expectations.

 

Recent trends indicate a significant shift in beauty spending among teens, reaching its highest levels since spring 2018 with an annual spend of $339 per person, an 8% year-over-year growth. And despite the digital age, almost all teens still prefer shopping for beauty products in-store. 

 

Given that Gen Z’s path to purchase is anything but straightforward, capturing their attention requires a truly multi-channel approach. So, how do you understand where and how these buyers shop as well as what motivates them? At Locala, we recommend the following two-step approach:

 

Step 1: Identifying and targeting Gen Z consumers at scale: 

Understand where they spend their time and tailor your campaigns to these platforms. Analyze their online behaviors, geo-patterns, mobile app usage, geo-contextual influences, age data, and purchase habits. This multifaceted approach enables personalized, relevant campaigns that align with Gen Z’s unique needs and interests.

 

Step 2: Creating impactful digital ads: 

To effectively engage Gen Z, it’s crucial that your digital ads are not only viewable but truly resonate with them on a deeper level. This involves crafting content that captures their attention beyond mere exposure, utilizing attention metrics to measure actual engagement. By ensuring your ads actively engage Gen Z, you can drive meaningful interactions that lead to higher conversion rates.

Infographic detailing steps to identify and target Gen Z consumers and ensure impactful digital ads, highlighting a 23.7 million Gen Z user base and a 22% increase in attention results.

Best Practice #2: Intent-Based Delivery

Moving beyond broad geo-targeting, intent-based delivery focuses on where potential beauty shoppers are most likely to make purchases. At Locala, we enhance this approach by overlaying advanced affinity insights, integrating data on consumer preferences and past behaviors. This allows us to target your advertising spend towards locations and platforms where beauty shoppers have shown a clear interest in specific products. 

 

By directing ads to consumers who already have a high affinity to your brand, we not only improve the efficiency of your campaigns but also boost the relevance of your ads, increasing the likelihood of conversion. This targeted strategy ensures that every ad dollar is invested wisely, fostering higher ROI and more meaningful customer engagements.

Heatmap showing audience affinity for beauty products in the United States, with a focus on ensuring excellent presence where purchase intent is highest.

Best Practice #3: Last-mile Tactics: Mobile & DOOH Convergence

Combining mobile advertising with Digital Out of Home (DOOH) can powerfully guide beauty buyers through their purchasing journey, leading them directly to your doors. By leveraging mobile as the ‘last mile companion,’ you can extend the reach of your DOOH campaigns. This integration allows you to engage shoppers wherever they are, reinforcing brand messages and simplifying the customer journey with tools like mobile store navigators.

Personalized retargeting reinforces brand messages, while mobile store navigators enhance the customer experience. This approach effectively turns every mobile interaction into an opportunity to guide the consumer closer to a purchase, bridging the gap between online engagement and physical store visits.

Campaign strategy timeline showing the teasing, intent, and last-mile phases with associated strategies for DOOH and mobile ads, highlighting reach, intent lift, and CPV metrics.

Best Practice #4: Driving Travel Retail Sales

Targeting travelers in airports offers a unique opportunity for beauty brands to capitalize on a captive audience. Airports are high-traffic environments where travelers often have time to explore new products and make impulse purchases. 

 

By utilizing geo-targeted mobile ads and Digital Out of Home (DOOH), brands can significantly enhance their visibility among this demographic. This strategic placement ensures that your advertising captures the attention of potential customers precisely when they are most receptive to discovering new beauty products.

 

Implementing this strategy effectively taps into the peak times for impulse buying, such as long wait times at departure gates or baggage claims. The key is to make these ads as relevant and compelling as possible, presenting offers that are tailored to the needs and interests of travelers, such as travel-sized beauty products that can be easily carried on flights.

 

By converting foot traffic into immediate sales opportunities, this approach not only boosts direct sales but also builds brand recognition in a global setting. Capturing a traveler’s interest can lead to ongoing engagement and loyalty, with customers potentially seeking out the brand even after their trip.

Image of a DOOH panel with a QR code for a perfume coupon and a mobile phone displaying a landing page with a downloadable coupon for a beauty product.

Best Practice #5: Boosting Customer Lifetime Value

At Locala, we understand that purchasing a product is just the beginning of the consumer journey. Using data-driven insights, we help brands retarget past buyers with personalized offers for enhanced loyalty and cross-sales. This strategy maximizes the lifetime value of each customer, transforming single sales into ongoing engagements.
Our approach involves continuously analyzing customer behavior and purchase history to craft offers that are not only timely but highly relevant to each individual. This targeted communication keeps your brand top-of-mind and encourages repeat purchases by making customers feel valued and understood.

By fostering a deeper connection with customers, we turn occasional buyers into loyal brand advocates. This not only increases the frequency of purchases but also enhances the overall profitability of each customer relationship over time.

Visual representation of the path from behavioral and purchase data to visitation data, illustrating how online activity and product types influence store visits and brand interactions.

Expertise that Drives Results: Locala’s Proven Track Record

With over a decade of experience in driving store traffic with omnichannel, location-based audience targeting for retail and beauty brands, Locala has mastered delivering successful campaigns grounded in data and innovation. Our expertise is proven through extensive real-world applications and satisfied clients.

 

From Planning to Attribution, Locala’s Got You Covered. 

 

  • Plan: Uncover location-based insights about your brand and strategically plan your media campaigns to align with your objectives.

  • Activate: Build media strategies tailored to your business goals, activating omni channel campaigns that cover every stage of the customer journey.

  • Learn: Maximize campaign performance and return on ad spend (ROAS) through omnichannel attribution and real-time optimizations.

 

Let’s explore real-life success stories! How has a leading beauty brand like L’Occitane utilized location-based advertising to enhance in-store traffic and drive growth?”

How L’Occitane Leveraged Location-Based Advertising for Outstanding Results

L’Occitane en Provence, a leading global provider of natural beauty products, partnered with Locala to drive in-store traffic across their U.S. retail locations.

Locala targeted potential customers within a 15-minute drive or walk from L’Occitane stores using a tailored strategy with dynamic geo-location targeting and custom audience building. The campaign utilized innovative creatives featuring a store locator with real-time directions, simplifying the customer journey to the nearest store.

The results were impressive: the campaign generated nearly 8 million impressions and led to 43,952 store visits, showcasing the power of strategic location-based advertising. This approach not only enhanced L’Occitane’s visibility but also significantly boosted foot traffic, proving the effectiveness of Locala’s precise targeting and creative solutions in driving real-world outcomes.

 

Ready to see how Locala’s omnichannel advertising platform can transform your campaign results through deep consumer insights? Get in touch with us today!

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