Author: Zoé

Location-based strategy: The ultimate playground for DCO

In a world of agentic planning and AI-driven advertising, automation is everywhere—and essential.

At Locala, we leverage it to deliver local precision at a nationwide scale, driving relevance where it truly matters for consumers and brands. Planning tools help us process more data, faster, and make smarter recommendations.

But one key question remains: what does the end user actually expect? Relevance. Personalization. One-to-one communication.

Our latest Retail Insights Barometer confirms it: 52% of UK consumers prefer buying from brands that personalize their relationship with them.

This is where loyalty begins.

That’s why, alongside advanced AI-driven planning, we continue to rely on proven levers that deliver real impact. Today, we’re going back to basics—and spotlighting the power of Dynamic Creative Optimization.

DCO: The performance GAP

Sector benchmarks show that DCO campaigns offer significantly higher engagement than static creatives:

🚀 Up to +60% increase in CTR
📈 Up to +40% boost in conversion rates

Source Bannerflow “State of Digital Advertising”. 2024

Our 4 pillars of DCO expertise

Illustration of a woman holding a magnifying glass pointed at a heatmap

1. Location-Based Precision

Consumers expect immediacy and simplicity. The closer the message is to the point of action, the stronger the impact. Location-based precision helps remove friction between the ad and the store—turning intent into visits.

  • GPS Location: Automatically display the nearest store
  • In-ad Store Locator: Native map and pin for instant orientation
  • Store Navigator & Street View: Real-time routes and visual previews

Presentation of the In-ad Store Locator and the landing street view. The first one shows a map with the nearest store, the second show a street view of the store.

 

2. Timing & Urgency

Relevance is not only where you speak to consumers—but when. By activating messages at peak moments of intent, brands maximize attention, readiness to act, and conversion potential.

  • Countdown: Live timers to create urgency around offers or launches
  • Prime Time: Real-time alignment with key moments of the day

Presentation of the prime time ad format, 3 phones showing different food according the time of the day

3. Environmental Triggers

Context shapes perception. Environmental signals allow brands to adapt their messaging to real-life situations, making each interaction feel more natural, useful, and timely.

  • Weather DCO: Creatives dynamically triggered by local conditions

Presentation of the weather DCO ad format. The content of the ad changes according to the weather.

4. Dynamic Creative Intelligence

Personalization only works when it feels meaningful. Dynamic creative intelligence enables true one-to-one communication at scale, aligning message, visual, and context with individual intent.

  • Dynamic Creative: Real-time tailoring by location, profile & behavior

Presentation of audience Driven DCo. A map points two locations. Each location shows a different ad

Ready to turn nationwide campaigns into local engagement and measurable performance? Let’s harness Location Intelligence to power your DCO strategy! Contact us.

Creating a Great Place to
Work Everywhere

Being recognized as a Great Place to Work is an important milestone for any company, and at Locala, being named a Great Place to Work in the United States, Canada, France, and Italy is especially meaningful. It reflects years of intentional work around culture, leadership, and the overall people experience, and because these awards are rooted in employee feedback, it tells us something we value deeply: across borders, time zones, and cultures, our people feel supported, trusted, and engaged.

Building a workplace that works well in one country is challenging enough. Doing it across multiple countries, with different cultural norms, expectations, and ways of working, requires clarity, consistency, and a deep commitment to putting people at the center of every decision.

That commitment is what has shaped how we build teams, design processes, and support our people, no matter where they are based.

Outdoor group photo of the locala team

Different Cultures, One Shared Experience

Recognition like Great Place to Work is the result of listening closely to our teams and continuously evolving how we support them.

At Locala, our people strategy is grounded in a shared set of values and goals that apply globally and guide how we lead, collaborate, and support growth, wellbeing, and trust across the organization. At the same time, we recognize that a great employee experience isn’t one-size-fits-all.

While our values are consistent everywhere, our benefits are intentionally tailored to meet the distinct needs of each country we operate in. This allows us to respect local expectations, regulations, and ways of working, while still delivering a people experience that feels aligned and equitable across regions.

From wellbeing and flexibility to learning opportunities and time off, our approach is designed to support people in ways that are both globally consistent and locally relevant.

A Culture Designed Around People

Photo of employees smiling and having fun taking a group photo

Recognition like Great Place to Work doesn’t happen by chance. It’s the result of listening closely to our teams and continuously evolving how we support them.

At Locala, our people strategy is grounded in a few core principles:

  • Flexibility, recognizing that great work doesn’t look the same for everyone
  • Growth, with learning and development opportunities at every stage
  • Trust, giving people ownership and autonomy in their roles
  • Wellbeing, both mental and physical
  • Intentional hiring, placing roles in the locations best suited to the work, market and talent

These principles are reflected not only in how we work together, but also in the benefits we offer. From competitive compensation and comprehensive health coverage to generous time off, flexible work policies, and a strong focus on connection and inclusion, our benefits are designed to support the whole person—not just the job.

What This Recognition Tells Us

What makes this recognition especially meaningful is that it comes directly from employee feedback. It reflects how our people experience Locala every day across teams, roles, and countries.

We’re proud to have earned Great Place to Work recognition in the United States, Canada, France, and Italy, and as we continue to grow our teams in other markets, we look forward to pursuing the same certification and recognition there as well. Our goal is to hold ourselves to the same people-first standards everywhere we operate, regardless of size or location.

For us, this recognition validates that our people-first approach is resonating across regions and cultures, and that our commitment to consistency, care, and trust is being felt where it matters most.

Join Us

We’re continuing to grow, and we’re always looking for thoughtful, curious, and driven people who want to work in an environment where culture truly matters.

If you’re looking to join a company where people are supported everywhere, where different cultures thrive under shared values, and where your voice makes an impact, we’d love to hear from you.

Explore our open roles: https://asklocala.com/en/career/

 

Locala Publishes Its First
Sustainability Report

At Locala, sustainability is not an initiative on the side — it is a long-term commitment embedded in how we operate, grow, and partner.
Today, we are proud to announce the publication of Locala’s first publicly available Sustainability Report, marking an important milestone in our journey toward greater transparency and responsible business practices.

Read the full report


A First Step Anchored in Recognized Standards

Following the release of the VSME Standards (December 2024 edition), Locala developed its 2024 Sustainability Report in alignment with this new framework.
The report provides a consolidated view of Locala’s entities worldwide and discloses key Environmental, Social, and Governance (ESG) performance indicators.

By aligning with the VSME framework, this report ensures:

  • A structured and transparent approach to ESG disclosure

  • A consistent methodology across all regions

  • A strong foundation for future sustainability reporting

The full report is now publicly available on our website.

A Collective Effort Across the Organization

The Sustainability Report was prepared under the leadership of Locala’s Procurement & CSR function, in close collaboration with teams across the entire organization. This collective effort made it possible to gather, structure, and validate data related to:

  • Governance practices

  • Environmental footprint

  • Social initiatives and workplace commitments

The result is a comprehensive snapshot of Locala’s sustainability performance throughout 2024.

Why This Report Matters

By presenting the VSME standards alongside Locala’s performance, this first edition aims to:

  • Provide clear and transparent disclosure of our sustainability practices

  • Assess where Locala stands today on key ESG topics

  • Highlight our commitments and next steps toward continuous improvement

  • Strengthen collaboration with employees, clients, and partners around shared sustainability objectives

This report establishes a baseline — one that will evolve year after year as we continue to strengthen our governance, environmental responsibility, and social impact.

Looking Ahead

Publishing our first Sustainability Report is not an endpoint, but the beginning of a structured, long-term journey. As our business grows, so will our ambitions and our accountability.

We would like to sincerely thank all Locala teams for their involvement, collaboration, and valuable contributions to this report.

Together, we are moving forward toward a more sustainable and responsible future.

Read the full report

Adtech’s greatest paradox:
Why local intelligence is the key
to international scale

Headshot of Caroline, Country Manager UK
For years, the holy grail for global brands has been the elusive “international strategy”, one media plan, one audience, deployed everywhere. The dream was simplicity and scale, but in a fragmented, post-cookie world, that logic no longer holds.

The era of one-size-fits-all planning is over.

Consumer behavior, competition, and mobility patterns vary drastically from one city to another. What works in London won’t work in São Paulo, because local context is what drives performance.

At Locala, we’ve seen this across countless international campaigns. Global strategies often collapse in execution because the local realities don’t match the global assumptions. That’s why we help brands integrate consumer behavior, competitive dynamics, and business context at a granular level, ensuring every activation reflects the true nature of each market.

Because the truth is simple: global performance is the sum of optimized local performances, executed at scale.

The problem with macro planning

Traditional planning follows a familiar pattern:

  1. define a global audience,
  2. replicate the same segmentation and media strategy everywhere,
  3. hope for consistent results.

It looks efficient on paper, but it ignores the where, and that creates three recurring blind spots.

1. Local audience potential

You can define a global audience, business decision-makers, high-net-worth consumers, loyal grocery shoppers, but their affinity, priorities, and routines vary widely city by city.

2. Local business context

Some cities are conquest markets with low awareness, Others are retention markets where the brand already has a foothold and competitive landscape will vary at a local level. Applying identical tactics to both dilutes performance.

3. Local media ecosystems

Mobility patterns, media availability, competitive presence, every city has its own logic. A media mix that works in Paris can be irrelevant in Manchester or Dubai.

This is where global teams feel the most friction, everything aligns in the global deck, then unravels in local execution.

Local intelligence as a global enabler

My role at Locala is to make global ambition workable in the real world. And the most effective way to do that is through a simple yet powerful shift:

From “Who do we target?” to “Where does growth actually happen?”

Yes, a unified global audience remains essential, But the real performance uplift comes from optimising that audience locally, removing noise, integrating local signals, understanding competitive realities, and ensuring each market gets what it needs to succeed.

This is what brands come to us for, a partner that brings global cohesion and local precision.

Global planning in practice: One methodology, many local realities

Over the years, I’ve had the opportunity to support global campaigns across industries, CPG, retail, real estate, tech, and more, sometimes for single-brand advertisers, sometimes for multi-brand groups. Whether activating across 5 markets or more than 50, the challenge is always the same:

How do you build a global audience that truly resonates in-market, and adapt it city by city?

In practice, this typically leads to two complementary approaches.

1. One unified global audience, locally adapted

You define one global audience, then refine it market by market based on:

  • local mobility patterns,
  • consumer profiles and behaviours,
  • competitive context,
  • relevant media touchpoints.

Same audience, thousands of local adaptations.

This keeps the global logic intact while respecting local realities.

2. Or multiple audiences built from local geo-behavioural signals

When markets differ significantly in maturity, competition, or consumer routines, the best option is to build:

  • multiple audiences,
  • multiple activation strategies,
  • each rooted in local behavioural insights.

Ideal when each market requires its own growth logic.

Across all these international campaigns, one thing remains constant: global performance comes from aligning the strategy at the top while adapting the execution on the ground, without fragmentation.

The takeaway: global efficiency ≠ uniformity

Global efficiency doesn’t come from identical media plans. It comes from standardising the way you execute, while localising where and why you act.

The paradox is clear, the more you think local, the faster you scale globally.

The future of Adtech won’t be defined by mass targeting, it will be defined by understanding how one global audience behaves across dozens of different contexts, and adapting intelligently.

From audience to opportunity

Your targeting logic is now your competitive advantage.Treat every local area, every behavioural signal, and every zone of potential for what it is, unique.

If you’re navigating the tension between global ambition and local performance, I’ve been there.

Contact us to explore how local context can unlock your international growth.

Introducing Prime Time – The Dynamic Ad Format That Masters the Moment

Prime Time: The Dynamic Ad Format Built for Real-Time Relevance

We are excited to announce the launch of Prime Time, Locala’s latest dynamic ad format designed to ensure your brand delivers the right message at the perfect moment.

This innovative solution stops brands from guessing the moment and starts capturing immediate user intent by adapting your creative based on the time of day. Prime Time allows brands to master the moment and deliver truly contextually relevant experiences that lead directly to high-value conversions.

What is Prime Time?

Prime Time is a dynamic creative solution built for high relevance and conversion. It provides the mechanism for advertisers to connect their message directly to the user’s context and immediate intent.

Prime Time adapts your message based on the time of day, delivering tailored content to specific user moments. Ideal for promoting time-sensitive offers, this format efficiently boosts both Brand Awareness and Drive to Store results on Mobile and Desktop.

How Prime Time Works:

  • Creative dynamically adapts its content based on strategic time slots.

  • It features the current time (e.g., 12:08 PM) and displays timely creative optimized for that moment.

  • Advertisers provide unique content for different time slots on Mobile and Desktop placements.

  • Drive actions with a clear Call to Action (CTA) button for immediate conversion, like Drive to Store.

The Power of Real-Time Relevance

Prime Time leverages the power of timing to maximize the efficiency of every ad impression, creating meaningful connections that drive sales.

  • Maximize Relevance: Deliver the right message at the right moment. By aligning creative with the user’s immediate context, Prime Time drives higher campaign performance.

  • Enhance Brand Recall: Keep your brand top-of-mind with consistent, contextually accurate messages that resonate when the user is most receptive.

  • Boost Conversion: Capture immediate intent with time-sensitive offers to boost sales and Drive to Store. The precision targeting makes it ideal for capturing quick, habitual actions.

Versatility Across Industries

While Prime Time excels at capturing time-sensitive actions, its adaptable nature makes it suitable for a wide range of industries aiming to align with consumer habits.

  • Quick Service Restaurants (QSR): Seamlessly promoting breakfast items in the morning, lunch specials at noon, and dinner combos in the evening.

  • Grocery: Highlighting daily essentials or promoting last-minute shopping missions based on the time of day.

  • Beauty & Retail: Aligning products with morning routines or end-of-day purchase decisions.

Creating Unique Experiences with Locala

At Locala, we craft impactful advertising solutions that align with our clients’ objectives. Our experienced design team collaborates closely with brands to develop customized ad experiences that align with specific campaign goals. From concept to execution, we ensure high-quality, engaging content that drives results.

Ready to elevate your next campaign? Contact us today to explore how Prime Time can boost your brand visibility and Foot Traffic.

 

Clarity over Complexity:
Less Data, More Direction

I’ve seen adtech chase the same dream for a decade: the promise that one more data source, one more audience segment, will finally unlock perfect precision. As product leaders, we were all part of a race to integrate the next great audience feed, the next behavioral signal, the next predictive attribute. We believed that with enough volume, a perfect picture of the consumer would emerge.

But the opposite is happening.

More signals are adding more noise. The 15th signal telling you someone is a “car buyer” rarely changes an outcome, and the complexity tax we pay in time, cost, and confusion is killing our ability to move fast.

Faced with this reality, my team and I made a bold, transformative decision. Instead of adding a 16th data integration, we rebuilt our planning system from the ground up, focusing on the fusion of two core, orthogonal signal sets: online behavior and real-world mobility.

The signal bloat problem

Audience signals keep multiplying, but precision isn’t. I see three recurring system failures:

  1. Redundant inputs: Each new data source largely overlaps with existing ones. Your 20th feed adds rounding-error reach once you de-duplicate, not incremental value.
  2. Correlation isn’t insight: Correlated signals produce the illusion of precision. A “hyper-targeted” segment of ten million people isn’t precise; it’s mass marketing with a fancier label.
  3. Channel mismatch: We’re investing heavily in channels like CTV and DOOH where targeting mechanics are fundamentally different. The unit of planning is no longer a “micro-audience everywhere,” but fit-for-channel reach and business context, market by market.

And a fuzzy question often invites detailed irrelevance. “Grow in Florida” isn’t a brief. This is:

“With Chick-fil-A gaining share across Miami-Dade, our Doral location is particularly soft on late-night visits. We need to elevate brand consideration among after-hours students and service workers within 15 minutes.”

Signals only matter if they sharpen that kind of decision. You don’t need a 16th data integration. You need a sharper question.

Start from the business. Audience is the answer, not the brief.

Advertisers don’t buy audiences; they buy business outcomes. The same brand needs a completely different strategy depending on the local context: competitive pressure, brand strength, and consumer habits.

This is why we architected our entire system around Business Context Planning.

The first question isn’t who, but where and why.

To do this, we had to move beyond our legacy as mobility experts.

The single biggest transformation my team shipped this year was building a system to unify that decade of ground-truth data with its digital counterpart. Adtech has always treated these as separate domains, reflecting how our industry was built, not how consumers actually live.

  • Online signals (web traffic, engagement) are the best proxy for intent.
  • Offline signals (store visits, mobility) are the ultimate ground truth of economic activity.

The breakthrough is not in analyzing them separately, but in fusing them into a single, cohesive view of a brand’s commercial reality. Instead of chasing endless attributes, we built a system that maps the entire customer journey using just four powerful, unified indicators:

  1. Awareness (Online): A brand’s share of web traffic in a given city, measuring its digital-shelf presence.
  2. Engagement (Online): The rate of meaningful on-site interactions, separating passive curiosity from active consideration.
  3. Attractivity (Offline): A brand’s share of foot traffic to its physical locations—the real-world market share.
  4. Preference (Offline): The visitor overlap with competitors, revealing where the battle for loyalty is being won or lost.

Mapping these four metrics moves us from abstract audience labels to a concrete, actionable diagnosis of the local business problem.

Omni Planner in practice: from diagnosis to action

This “less is more” philosophy is the engine behind our Omni Planner. It’s designed to turn this unified signal set into a plan you can launch, and launch fast.

Let’s make this real. Imagine an automotive brand launching a new EV in Chicago.

The old approach would be to buy a national audience of “EV Intenders” and target them across all channels. It’s a blunt instrument.

Our Omni Planner, powered by this fused On+Off data, does something radically different.

First, it analyzes the Chicago market through our four-metric lens:

  • Insight 1 → High-Awareness / Low-Engagement Zone: In one cluster of northern neighborhoods, we see strong web traffic share but weak on-site interaction. Offline, the nearby dealership underperforms on foot traffic compared to a key competitor. The diagnosis: People know the brand, but they aren’t seriously considering it or visiting. The audience job is mid-funnel conversion.
  • Insight 2 → Low-Awareness / Strong-Fit Zone: In another catchment to the west of the city center, awareness is low, but engagement rates are high among those who do visit the site. Offline, the local dealership converts well with loyal visitors and low switcher rates. The diagnosis: A strong product-market fit that lacks awareness. The audience job is upper-funnel demand creation.

These are two completely different business problems within the same city, invisible to any plan based on a single audience segment. Once the fused on- and offline signals surface these contrasting realities, the omnichannel plan naturally diverges.

  • In the high-awareness but low-engagement zone, broad awareness tactics like CTV would be wasteful. Instead, we’d focus investment where intent can be converted, deploying high-impact DOOH near competitor clusters and running hyper-local digital campaigns to devices seen in those areas, driving to richer online experiences and stronger engagement.
  • Meanwhile, in the low-awareness but high-fit zone, the challenge flips. This is where we need to build the brand. Here we’d activate CTV across the most relevant ZIPs to grow reach, using local unique-reach optimization to fill the top of the funnel and bring more qualified audiences into the discovery phase.

This is what it means to make audience a response to brand context. The where (the specific local business challenge) determines the who (the right audience) and the how (the right omnichannel levers).

Clarity over complexity

Unifying these two fundamental datasets has allowed us to deliver something I believe the industry desperately needs: relevance to the brand context. relevance.

A compact, explainable signal set, rooted in business reality, beats a sprawling catalog of lookalikes every time. You can build a plan in hours, not weeks. You can explain it to a CMO in a single chart. And most importantly, you can launch it, measure the impact on both online and offline behaviors, and learn.

This is the Plan ▸ Activate ▸ Learn loop our platform is built to accelerate. It’s not about finding more data. It’s about having the right data, fused into a single source of truth, to give you direction.

Less noise. More signal. Better outcomes.

Contenu de l’article

From Audience-Only to Business Context Planning

Headshot of Christophe Collet CEO of locala
We’ve built our teams into highly specialized, channel-specific experts. We have a CTV team focused on reach, a DOOH team focused on high impact locations, and a performance team (Display, Social) focused on conversion.

The problem? We plan in silos, but our business is built on two truths that tear those silos apart.

Truth #1: Your customer is channel-less. They don’t care about (y)our internal org charts. Their journey is fluid. They don’t think “online” or “offline”; they just shop. In fact, the vast majority of consumers now expect a seamless experience, researching online before buying in-store (and vice-versa). And we make them see a CTV ad at home, get a social post on the bus, and walk past a DOOH screen at lunch…

Truth #2: Your market context is everything. While the customer journey is fluid, the context of that journey is fiercely local. The “job-to-be-done” for your brand in Chicago, where you’re a market leader, is completely different from your job in Miami, where you’re a challenger needing to conquest.

For years, the industry’s answer to this fragmentation was “The Old Playbook”: chase a “unified audience.” Buy the same “Auto Intender” or “QSR Loyalist” segment across every platform and every city.

Let’s be sharp: This one-size-fits-all model is dead.

It’s not just inefficient; it’s a colossal waste of capital. It means spending your premium CTV budget on markets that already have 90% brand awareness. It means running expensive “retargeting” ads in cities where you have the most loyal clients, completely missing the competitor rising two towns over.

The math on this is brutal:

That 30% of your budget you’re wasting by ignoring granular business context is precisely the +30% performance you’re leaving on the table.

  • Planning by audience alone is like shouting the same message into every room.
  • Planning by context is starting the right conversation in the right room.

This is the central thesis at Locala: audience is a response to brand context.

Long story short: If your 2026 plan still starts with ‘target audience’ instead of ‘target context’, it’s already outdated.

Keep reading: I’ll break down how this “context-first” approach changes the game for every channel in your mix, and end with a concrete playbook of questions to accelerate your 2026 planning.

 Heatmap showing how Audience targeting is easy, scalable, uniform but misaligned

The Channel-Less Customer Demands Unified Planning

The challenge we all face is that our insights are often as siloed as our teams. We have web analytics in one dashboard, store visit reports in another, and competitive data in a static PowerPoint.

This fragmentation makes it impossible to plan for a “channel-less” customer.

To win in this new landscape, media planning must find its roots in omnichannel insights. It must be:

  • Unified: You must have a single view that fuses online intent signals (like web traffic share and on-site engagement ) with offline “ground truth” (like store traffic share and visitor loyalty ).
  • Benchmark-Based: Seeing your own performance is useless without context. You must be able to benchmark your brand’s online and offline health against your true local competitors.
  • Granular: National averages hide local opportunities. The plan must be built from the store, ZIP-code , and city level up, not the national level down.
  • Actionable: This is the most critical step. The insights must translate directly into an omnichannel activation plan. The friction between the strategy deck and the activation platform is where most campaigns fail.

Your 2026 Planning Kick-Off

This level of unified, actionable planning is the goal, but it has been operationally impossible for most teams, until now.

To help kick-start this process for 2026, here are the 10 questions every retail and brand leader should be asking their teams and partners right now:

  1. Do we know our true competitive performance, both online and in-store, in our top 20 markets?
  2. Where are our “opportunity zones”, markets where our online awareness is low but our offline conversion is high?
  3. Where are our “at-risk” zones, markets where online engagement is high, but we are losing store traffic share?
  4. Who are our local competitors in each market, not just our national ones?
  5. What is our customer switcher rate in City A vs. City B? And who are they switching to?
  6. How are we using our CTV budget? Is it a blunt national buy, or focused on specific areas to solve awareness problems?
  7. How do we select DOOH panels? Is it based on location type, or on the purchase affinity of the people who pass-by?
  8. Are our social and display ads telling the same story everywhere, or are they localized to match the specific business challenge of that market (e.g., conquesting vs. loyalty)?
  9. Can our planning platform move directly from insight to activation, or are we manually rebuilding audiences and geos in different systems?
  10. Is our measurement a simple media report, or a true learning loop that feeds back into our next planning cycle?

Answering these questions moves you from complexity to clarity.

It’s how we build resonance and drive real growth, one market at a time.

From Context-First Planning to Channel-Smarter Activation

This “Business Context Planning” approach is the essential foundation for everything that comes next. We created Omni Planner specifically to answer these questions and eliminate the friction between strategy and execution.

But a great plan is useless if it dies on a slide. Planning is the first step; insights actionability is the critical second. Location-Based Advertising (LBA) isn’t just a planning theory; it’s an activation concept that makes every channel in your mix smarter.

Here’s how.

CTV

  • When: You see low awareness + strong store potential in specific areas.
  • Do: Concentrate CTV into those areas (city/ZIP/postcode) using online intent + mobility to pick clusters.
  • Expect: Fewer wasted impressions; measurable local awareness/visits lift at flat spend.

DOOH

  • When: You need physical reach among “brand switchers” or “in-market researchers.”
  • Do: Score panels by passer affinity + time-of-day; buy to behaviors, not venue types.
  • Expect: Higher panel efficiency and conquest impact vs. “all malls/stations” rules.

OLV

  • When: Awareness is decent, but digital engagement lags.
  • Do: Deploy consideration creative in those markets; optimize to qualified site behaviors.
  • Expect: Local engagement lift; OLV becomes a surgical mid-funnel lever.

Display & Social

  • When: You need scale with granular nuances.
  • Do: Run parallel plays: conquest in competitor strongholds, loyalty in defender zones, launch in expansion areas.
  • Expect: “Scale without sameness”: more business relevance, better blended CPA/CPiv.

The one-size-fits-all national plan is over.

Stop chasing who. Start solving where and why.

That is how we move from managing complexity to driving real growth, one market at a time.

Here is what I recommend for your next 90 days:

  • Build your Local Context Baseline (intent, engagement, store traffic, loyalty vs. local rivals), or book a demo with us.
  • Ring-fence 20-40% of budgets to fund opportunity zones.
  • Run the 3-Play Pack: CTV (seed awareness), DOOH (buy behaviours), Social/Display (localised stories).
  • Report at the area level and feed the loop, then repeat.

A heatmap showing that going beyond audience target is more complex but bring more data

Your MMM is smart. But what about your media execution?

MMMs provide the national blueprint. But driving growth across a country means translating that strategy with actionable Media Receptivity signals.

Every media strategist I speak with in France values their Marketing Mix Model (MMM). For years, these models have been the bedrock of strategic budget allocation, providing a data-driven view of how to distribute spend across channels on a national scale. They are essential tools for marketers conversations, linking investment to outcomes.

But I consistently hear the same follow-up question: “How do we make our national plan actually work in Marseille, Lyon, or the suburbs of Paris?” adapted to on-the-ground realities.

That’s the challenge. An MMM provides a brilliant national blueprint, but it’s built on averages. It smooths out the rich, geographic textures that define how consumers actually engage with media. A plan that treats all of France as a single entity risks succeeding on average, but failing in the specific places that matter most.

The truth is, national strategies don’t fail because they are wrong; they underperform when they aren’t

The Limits of a National Compass

Think of an MMM as a high-level weather forecast for the entire country. It might correctly predict a mild, partly cloudy day for France as a whole. While accurate on average, it’s not particularly helpful if you need to decide whether to pack an umbrella for a meeting in Brest or sunglasses for a client lunch in Nice.

Marketing works the same way. Your MMM might recommend a 20% budget allocation to Connected TV (CTV) nationally. But what does that mean in practice?

  • Does that 20% apply equally to the dense urban core of Lyon, where Digital Out-of-Home (DOOH) might be more impactful during commute times?
  • What about in a sprawling suburban area around Bordeaux, where CTV penetration and viewership habits are completely different?

Applying a national average everywhere means you are almost certainly over-investing in some areas and under-investing in others. The “why” behind the strategy gets lost in translation, replaced by guesswork.

A New Layer of Intelligence: Media Receptivity

This is not a criticism of MMMs. It’s an argument for augmenting them. To bridge the gap between national strategy and granular execution, we need a new kind of signal, one that understands how media is consumed and, more importantly, acted upon at a more precise level.

At Locala, we call this Media Receptivity.

It’s a signal that moves beyond simple channel consumption and answers the critical tactical questions your MMM can’t:

  • For our target audience in Lille, is CTV or a geo-targeted Meta campaign more likely to drive consideration?
  • In Strasbourg, what is the optimal mix of DOOH and mobile Display to intercept customers near our competitors?

Media Receptivity gives us the compass we need to navigate the nuances of each market.

Heatmap showing media receptivity

From Theory to Practice: Two French Scenarios

Let’s make this concrete. Imagine a national auto brand launching a new electric vehicle. Their MMM suggests a heavy investment in digital video and social media.

  • In the Paris Region: Our Media Receptivity analysis shows that for “EV Intenders” in the affluent western suburbs, CTV is indeed highly effective for building awareness. However, for a similar audience profile in the eastern part of the region,social campaigns on Meta drive significantly higher engagement and website traffic. The action: We re-weight the national budget, focusing CTV spend in the west and boosting Meta activation in the east.
  • In Marseille: The same brand faces a strong regional competitor. Here, Media Receptivity reveals that the target audience is most receptive to DOOH advertising near key transit routes and competitor dealerships, combined with mobile retargeting. The action: We carve out a portion of the national budget to fund a conquesting campaign using a DOOH + Mobile mix, a tactic the national MMM would have overlooked.

In both cases, we aren’t contradicting the MMM; we are making it smarter and more efficient. We’re ensuring that every euro of the national budget is deployed in the channel where it will have the most impact, everywhere.

Driving National Success

The most successful brands we work with see this as a virtuous cycle. MMMs provide the strategic “how much.” Media Receptivity provides the tactical “where” and “how.”

  1. Plan Nationally: Use your MMM to set your strategic budget allocations.
  2. Activate with Precision: Layer on Media Receptivity insights to tailor the omnichannel media mix for your priority cities and regions in France.
  3. Learn and Refine: Measure the lift in both online and offline KPIs. This granular performance data can then become a powerful input to make your next MMM cycle even more accurate.

Geographic relevance is the engine of national performance. By aligning our media mix with the unique context of each city, we stop diluting our strategy and start building momentum where it counts. The result is a plan that is not only smart on paper but powerful in the real world.

Curious how Media Receptivity looks in your key markets in France? Let’s talk.

Our Answer to the
Precision vs. Privacy Paradox

The Humble Zip Code

Hyper-precision doesn’t need to be invasive. By layering business context, audience potential, and channel dynamics, the zip code becomes the most powerful, privacy-first unit for planning and measurement.

On one hand, you are pushed to deliver hyper-relevant, personalized campaigns that drive real-world outcomes. On the other hand, the privacy-first world is, slowly but surely, closing the door on the individual identifiers that once powered that dream.

The result is a frustrating paradox. We’re told to choose between invasive, signal-loss-prone targeting and vague, inefficient strategies that treat entire markets as monoliths. It feels like a choice between effectiveness and compliance.

I believe this is a false dilemma. For years, the industry chased the ghost of the 1-to-1 user profile, hoping more data points would lead to perfect precision. That era is over. The future isn’t about knowing everything about a single person; it’s about deeply understanding the multi-dimensional context of a place.

And the most powerful, scalable, and privacy-safe unit for this is the humble zip code (aka as postcode, or IRIS… or any relevant small geo-breakdown).

The Three Dimensions of Zip Code Intelligence

At Locala, we’ve found that the true potential of a zip code is only unlocked when you view it through three distinct but interconnected lenses. A winning strategy doesn’t rely on one; it harmonizes all three.

1. The Business Context: Your Brand’s Reality on the Ground

Before asking who to target, we must first ask where our business happens and how it performs. A zip code isn’t just a collection of people; it’s an omnichannel competitive arena. Fusing online and offline signals, as we do with Omni Planner, reveals the specific business challenge in that geography:

  • Performance: What is my online share of web traffic versus my offline share of foot traffic here?
  • Competition: Am I a market leader being challenged, or a challenger with an opportunity to grow?
  • Loyalty: Is this an area with a high rate of loyal customers, or is it full of “switchers” visiting my competitors?

This layer turns a generic map into a strategic brand map. It defines the media job-to-be-done for each area: defend/grow/conquer, or focus vs deprioritize.

Contenu de l’article

2. The Audience Potential: The Human Pulse of a Place

With the business context established, we can then look at the population. Unlike fleeting behavioral signals, the socio-demographic and consumption patterns of a zip code are stable and observable. This isn’t about tracking individuals, but understanding the collective character of a place:

  • Density & Demographics: Is this area dominated by young professionals, suburban families, or university students?
  • Consumption Habits: What are the dominant purchasing patterns for key categories like QSR, Auto, or Grocery?
  • Mobility: Who moves through this zip code during the day versus who lives there?

This layer tells us who we’re talking to and what they value, ensuring the message is relevant to the people who will actually see it.

Contenu de l’article
Locala Planning: Audience Explorer

3. The Channel Landscape: The Media Environment Itself

Finally, even the best strategy will fail if you can’t activate it effectively. Every zip code has a unique media consumption fingerprint. Understanding this is the crucial third dimension:

  • Media Receptivity: Are people here more responsive to mobile ads during their commute or CTV at home in the evening?
  • Media Availability: What is the density of high-impact Digital Out-of-Home (DOOH) screens? Which CTV providers have the highest penetration?
  • Media Reach: What’s the most efficient way to build unique reach across multiple channels without saturation?

This layer ensures the plan is not just strategically sound but operationally brilliant, picking the right channel, at the right time, in the right place.

Contenu de l’article

From Theory to Action

Imagine a QSR brand trying to grow its lunch business in a major city.

A generic “lunch intenders” audience would be spread thin and miss the local nuance. But with a three-dimensional zip code analysis, the plan becomes sharp and efficient.

→ Area A (Downtown Core):

  • Business Context: High competitor density, but our brand has low online engagement.
  • Audience Potential: High concentration of office workers (25-45) with high disposable income.
  • Channel Landscape: Rich with DOOH screens near transit hubs and high mobile usage during the 11 am-1 pm window.
  • The Playbook: A conquest strategy. Run hyper-local DOOH + Mobile Display campaigns with a compelling lunch combo offer to intercept competitor customers and drive immediate consideration.

→ Area B (Residential Outskirts):

  • Business Context: We are the market leader, but a new competitor has just opened, increasing the switcher rate.
  • Audience Potential: Predominantly families and remote workers.
  • Channel Landscape: Low DOOH density but very high CTV viewership and social media engagement in the evenings.
  • The Playbook: A defensive strategy. Use geo-targeted CTV and Meta multilocal ads to reinforce brand loyalty, focusing on family meal deals and delivery options.

Same brand, same city, same high-level goal, but two radically different, hyper-precise, and effective local plans.

No invasive tracking required.

Closing the Loop: The Power of Granular Learning

The best part of this approach is that it creates a repeatable, intelligent system. Because planning, activation, and – crucially – reporting all happen at granular levels, we create a powerful learning loop.

We can measure not just impressions, but business outcomes, locally. We learn which combination of business context, audience potential, and channel mix drove the best results.

This insight then informs the strategy for the next campaign, allowing us to scale success by identifying other areas with similar profiles.

This is the essence of our Plan ▸ Activate ▸ Learn philosophy. It’s also how we industrialize multi-local success.

The answer to the precision vs. privacy paradox isn’t a new tracking technology. It’s a smarter, more holistic way of understanding geography.

Stop chasing ghosts in the machine and start mastering the rich, real-world context of places.

The humble zip code, viewed in three dimensions, is all the precision you need.

Proximity is the New Language of Marketing, Locala at Intersections 2025

Headshot of Benvenuto Alfieri, Country Manager Italy

At Intersections 2025, Locala hosted a powerful session on proximity marketing, featuring insights from Benvenuto Alfieri, Country Manager Italy at Locala, and Francesca Santoro from Boehringer Ingelheim. They explored how location-based strategies and omnichannel integration — from DOOH to mobile — are transforming communication into hyper-personalized, real-world experiences.

Don’t miss the full interview from Engage HUB. Discover how proximity can drive real, measurable results for your brand.

Watch the interview in Italian

Car buyers in Mexico are changing the rules of the game.

According to Locala’s latest research, consumers are becoming more demanding, less brand-loyal, and spending more time exploring before making a purchase decision. On average, Mexican buyers now visit 1.9 dealerships before choosing — a 35% increase compared to early 2024.

This shift means generic campaigns are losing impact. To truly engage these high-intent but undecided consumers, automotive brands must focus on three key pillars:

– Regional creativity
– Real-time activation
– High-potential audience targeting

At Locala, we combine behavioral data, AI, and local activation to help automotive brands reach buyers where it matters most — in every city, at every moment.

Read the full article in Spanish

The omnichannel journey is rising:
marketers must adapt

70% of consumers expect a seamless experience across channels. 72% use their smartphones in-store to check reviews or offers. And 69% still shop primarily in physical stores.

Locala’s Retail Insights Barometer 2025 reveals major shifts: shopping is now fully omnichannel. Consumers move between digital and physical touchpoints without noticing the boundaries. For marketers, that means the old way of planning, by channel, by broad audience, by national activation, is no longer enough.

Consumers don’t buy on average. They buy in specific cities, catchment areas, and moments. The challenge for brands is adapting strategy to this hybrid, mobile, and local reality.

How planning has shifted

Three major shifts are reshaping media strategy:

  • Signals surpass IDs. Privacy ended the dream of perfect targeting. What scales today are business signals:  who captures attention online, who drives visits offline, and how those patterns shift.
  • Channels converged; measurement didn’t. Mobile, CTV, DOOH, and social all deliver value in isolation, but measurement remains fragmented. Marketers need a connected view linking early intent with real outcomes.
  • Local dynamics drive national results. Even in the same region, a brand may face very different objectives: consolidate in one area, conquest in another, and defend elsewhere. One-size-fits-all planning is costly.

The new priorities for advertisers

To keep pace, marketers must focus on four priorities:

  • Speed to signal: catch intent early, interest, engagement, traffic, and respond quickly.
  • Outcome clarity: link upper-funnel attention to store visits and brand preference, not just clicks.
  • Orchestration, not fragmentation: use each channel for its role in the local context.
  • Repeatable playbooks: scale strategies without losing relevance.

Our answer: Omni Planner

This is why Locala created Omni Planner, a new layer inside Locala Planning. It unifies online signals with offline outcomes on the same canvas, at the city and zone level, and turns them into actionable strategies.

Four key indicators mirror the consumer journey:

  • Awareness (online traffic share)
  • Engagement (website engagement)
  • Attractivity (store traffic share)
  • Preference (store switcher rate)

Online without offline is incomplete. Offline without online lacks context. Together, they shape smarter, outcome-driven plans.

Why this changes the game

Locala Planning brings a unified workflow where online intent and offline impact meet locally. Budgets follow contextual opportunities, not just CPMs. Strategies become both scalable and locally nuanced.

The future of media is not about chasing the cheapest impression. It’s about aligning with how people actually shop: omnichannel, mobile, and local. The brands that adapt will be the ones that thrive.

 

Stop buying “insights decks.” Start buying decisions you can activate.

I’ve shipped more insight decks than I can count. Some were genuinely sharp: clean maps, tidy funnels, a couple of “aha” overlaps between market intelligence and audience patterns. People nodded. Screenshots got copied into eleven other documents. Then… nothing changed. Budgets didn’t move. No new tactic went live. I don’t regret the craft, but I do regret the outcome: pretty narratives with no operational spine.

If that sounds familiar, you’re not alone. In the real world of the AAA trinity (advertiser, agency, adtech), it’s the simple, practical stuff that kills momentum.

  • You go hunting for the one audience the deck depends on (say, “switchers near priority stores from the last 90 days”) and discover it’s named differently or doesn’t exist across partners: a third-party segment in one DSP, a 6,000 users lookalike somewhere else, a taxonomy that maps poorly, and often.. x3 the CPM.
  • Then the geo-targeting: the plan says “12-minute drivetime around these places”, but your platform only supports postcodes, so someone spends a day hand-building circles on a map, cleaning duplicates, reformatting place lists, and re-uploading after a reject.
  • Meanwhile you’ve promised to adapt locally (let’s say, by city), but you don’t actually have fresh insights on your own brand per market, so “localization” becomes guesswork and templates.

By the time audiences, geos, and “we’ll tailor per sub-goal” are reconciled, the campaign has likely ended. At Locala, we’ve had the time (and scars) to study why this happens and, with that maturity, we rebuilt our approach so the work doesn’t stall between “insight” and “go live.” The short version: we stopped optimizing for great slides and started engineering for time-to-flight.

What “insight decks” get wrong (and why most plans stall)

Over the years, I’ve seen three very common planning traps across digital advertising, not Locala-specific, just industry-standard habits that quietly kill momentum:

1) Treating audiences as the brief. Plans that start and end with “Who’s our audience?” ignore the real brief: the business job by market. The job changes block by block, defend leadership here, grow there, conquest across that corridor. If the question changes by place, your audiences, budgets, messages, and surfaces must change too. Audience is the answer, not the brief.

2) Splitting one insight per slide instead of building a unified view. A chart of traffic share vs competitors. A map of cross-visitation. A table of affinity scores by categories. Useful on their own; misleading in sequence. Strategy needs everything in one frame at once: brand + competitor, macro + granular, audiences + channels, so you can resolve conflict and trade-offs before you touch a budget.

3) Stopping at “interesting,” which is hard (or impossible) to activate. “Interesting” doesn’t move a pixel. Only mandates do: where to lead/defend/grow/conquest, how to weight budget by tier, which channels unlock the job, which audience to talk to, geo-targeting to deploy, which creative to rotate. If a finding doesn’t collapse into a rule I can push to activation easily, it’s more of a nice slide than a useful strategy.

Contenu de l’article

Locala’s evolution: from “interpret these” to “switch this on”

I’ll be direct about us. For years, audiences sat on one side and market insights sat on the other. Even with our great and innovative planning approach, we still asked teams to bridge the last mile: interpret, rebuild, and re-enter it all in activation tools.

Two things happened at once that changed our posture (and mine). We onboarded our online dataset, finally letting us see digital signals next to real-world ones and I moved from Insights Manager to Product Marketing. Perfect timing. I could take the learnings from insight-only workflows and turn them into product requirements: one place for truth, fewer handoffs, and a plan that doesn’t stall between “interesting” and “live.” That’s the moment we decided to stop shipping decks and start shipping decisions you can switch on.

The product principles that birthed Omni Planner

When Baptiste Bernard and I started sketching the earliest concepts, I asked one annoying question on repeat: “How do we translate so many signals into something anyone can grasp, and that actually guides the next step?” (we’re talking billions of signals here). The answer couldn’t be “another dashboard.” It was leading us to a different way to build our solutions:

  • Activation-first. Begin at the end. What media decision should this view produce, and how do we push it live in a single motion?
  • Automate the bridge. Shrink the gap from planning to activation, no downloads, no manual rebuilds across platforms.
  • One home for truth. Regroup all brand insights and audience intelligence so all the learnings we need are centralized, and tactics are applied in one place.

We also had to unlearn an old reflex: adding features to show more insights. In adtech, that’s friction. The new rule we hold ourselves to is simple to say and hard to build: if the tool can read a signal, it proposes the next step and makes it easily pushable.

The result is Omni Planner: our On & Off unified view and location-based advertising expertise expressed in a single feature. It puts market context and audience logic on the same rail, and it’s opinionated about what to do next using machine learning. That’s not only a nicer UX, it’s us reinventing the space so strategy and activation finally live together.

The Omni Planner shift

1) Unified + Granular Benchmarks Everything sits together: brand + competitor in the same view, from global context down to local markets. You see the whole picture at once, no slide-by-slide archaeology, so trade-offs are resolved before a single euro or dollar moves.

2) Insights → Activation (built-in) When Omni Planner reads a signal, it interprets the business context meaning and translates it into the next step automatically. That means:

  • Allocate where needed with explainable weights tied to business reality.
  • Propose the right, business-driven audience mix (e.g., loyalists to sustain, lapsed to re-engage, competitive switchers to win back) derived from local context, not a generic 25–54yo.
  • Auto-build geo-targeting from real movement (trade areas, competitors POI..) instead of arbitrary circles or postcode hacks.
  • Output everything in a pushable format (audiences, shapes, pacing, mixes) that DSPs can ingest, to cut “time-to-flight” from weeks to hours.

Because brand insights and audience insights live together, the path from “we’re underperforming here” to “we’re live with a better plan” is just one step.

TL;DR

What changes for our advertisers, concretely starting now:

  • Time-to-flight → Hours, not weeks. Brief in, decisions out, campaigns live, without rebuilding yourself in five tools.
  • Ease-to-flight → One motion. Omnichannel signals in one place, translated to tiering, budgets, audiences, geo-areas, and channel stacks you can push.
  • Decision coverage → Most of your spend governed by explicit rules. Fewer “custom one-offs,” more repeatable success.

What we do differently:

  • We don’t sell generic audiences divorced from the job.
  • We don’t accept arbitrary circles that ignore real mobility.
  • We don’t pretend a single national plan is “local” because the slide title says so.
  • We don’t call a chart “strategy” unless it resolves into a rule with a path to activation.

Why this matters now: IDs fragment, lookalikes converge, platforms abstract what used to be visible. The answer shouldn’t be “collect more signals.”, but to express a sharper point of view per market, and wire that POV into the tools that spend your money.

With Omni Planner, brand + competitor, global + hyperlocal, unified + smart live in one place, and the tool translates signals into next steps you can push. That’s what we’re building at Locala. If you’re stuck in the “insights that don’t move” loop, send us a brief. I’ll bring a plan that flips the default from tell me more to turn it on.

Illustration of Locala’s Omni Planner interface showing maps of offline and online engagement, with insights on brand performance and targeting tactics, alongside the text “Business Context Planning with Omni Planner.”

Beyond audience targeting: Embracing business context in media planning

Headshot of Christophe Collet CEO of locala

For years, audience targeting has shaped how we plan media.

Marketers build segments, define profiles, and apply them across territories. It’s logical. It’s scalable.

But in a fragmented, post-ID world, that logic is starting to fall short.

Because what’s really behind those audience segments?

Too often, they’re pre-packaged, created by platforms or third-party providers, with little transparency into how they’re built or how recent the data is. You’re told you’re reaching “shoppers,” “intenders,” or “loyalists”, but you rarely know whether those behaviors are still relevant.

Even with custom audiences, we often rely on socio-demo proxies or outdated behavioral signals.

And with the disappearance of personal identifiers, many marketers are turning to contextual or cohort-based targeting, but with the same logic underneath: → Build a segment. Run it everywhere

Same audience. Same message. Every area.

It feels efficient. But it misses the point.

Because while your audience may be the same on paper, your brand challenges aren’t.

Contenu de l’article

It’s not just who you reach → it’s where and why.

The real issue isn’t just who we target, it’s what we’re targeting for.

Audience segments are just a media response to a business objective. And those objectives can vary dramatically, even for the same brand, in the same country.

  • Want to grow your customer base? You’ll look to reach new or underexposed segments.
  • Looking to build loyalty? You’ll re-engage existing customers, with tailored creative.
  • Facing aggressive competition? You’ll focus on brand switchers or competitor loyalists.

These scenarios require different strategies. Yet, many brands still deliver the same campaign everywhere.

One brand. Multiple local contexts. Different dynamics.

Local dynamics vary, and so do consumers. What works in Lyon may fail in Marseille. What performs in Brussels might flop in Antwerp. Milano and Roma don’t follow the same path to purchase.

Each local context has its own:

  • Brand presence
  • Shopper journey
  • Competitive landscape
  • Level of media saturation

So why apply a single targeting logic across all of them?

The Business Context Planning imperative

At Locala, we believe the next big shift in media isn’t just about better audiences, it’s about smarter planning. That’s the idea behind Business Context Planning.

The media planner’s role is no longer to chase IDs, but to orchestrate campaigns based on market-specific business signals.

That means understanding, for every geography:

  • Your brand’s performance vs competitors
  • Who you’re reaching, and who you’re not
  • Where growth, loyalty, or conquest opportunities lie
  • How to act on those signals across channels

Because media planning shouldn’t stop at insight, it should tell you what to do next.

Other platforms optimize audiences. We optimize brand outcomes.

From insight to action: Omni Planner

To make this vision real, we built Omni Planner: the first tool to operationalize business context planning at scale.

It doesn’t just show you where you’re strong or weak. It translates signals into actionable, local media strategies, by bridging online and offline signals for your brand and its competitors.

  • In Chicago, you’re a category leader but engagement is soft → we deploy a consolidation strategy with high-frequency, upper-funnel formats.
  • In Detroit, your competitor is gaining ground → we run a conquest strategy with broader reach and price-focused creative on mobile and Meta.
  • In Cleveland, online traffic is high but footfall is low → we activate a drive-to-store mix using DOOH and geo-mobile.

Omni Planner helps marketers zoom in on the brand’s local context, assess audience relevance, and deploy tailored, scalable campaigns without media waste.

Rethinking campaign logic

In a world without IDs, your targeting logic becomes your strategic edge. You can’t afford to treat every audience the same, and every territory as equal.

At Locala, we help brands switch from generic targeting to context-driven media strategies, built on real signals, adapted to real-world dynamics.

If you’re done running the same campaign everywhere,

If you’re ready for your media to reflect your brand’s ambition in every local context,

If you want to know where and how to grow, not just who to reach…

Let’s explore how Business Context Planning could improve your brand performance.

 

Contenu de l’article

The new rules of commerce: Unifying online and offline to win today’s consumer

In a new article for Campaign US, Ed Silhan, CRO & General Manager Americas at Locala, explores why the most successful brands today are those who stop thinking in channels — and start thinking like their customers.

Learn why hybrid shopping paths are the norm in 2025, how to connect digital and physical experiences with intent-rich insights, and why localization is your biggest unlock for relevance and performance.

In the Spotlight: Ed Silhan at
Cannes Lions 2025

Head shot of Ed Silhan on a blue circled background

During this year’s Cannes Lions Festival, our Chief Revenue Officer & GM of the Americas, Ed Silhan, sat down with Produ to share insights on AI, omnichannel planning, and the power of unifying online and offline data.

From the future of footfall intelligence to the evolving role of AI in sales and media planning — don’t miss his take on what’s shaping the next era of advertising.

Locala Launches Omni Planner to Unify Engagement Data

Omni Planner unifies online and offline insights to deliver clearer, more actionable strategies that boost brand engagement in every market.

Locala has launched Omni Planner, a new solution that helps advertisers unify online and offline engagement data to improve performance across digital and in-store channels. Designed to simplify campaign planning and move marketers from insight to action, Omni Planner combines digital and real-world signals to deliver full-funnel visibility and locally tailored strategies. This enables advertisers to plan more efficiently and drive stronger results in every market.

By incorporating Digital Data from Similarweb into its planning capabilities, Locala deepens its investment in full-funnel insights, empowering brands and advertisers with the data they need to drive performance and protect overall business health.

“In a world where the consumer journey spans devices and physical spaces, marketers need more than siloed metrics,” said Christophe Collet, CEO & Founder at Locala. “Omni Planner is built on a decade of experience helping brands navigate fragmented markets, and it gives them a unified foundation to plan with confidence, both online and on the ground, market by market.”

While the solution is grounded in data integration, its power lies in helping marketers adapt strategies to local realities with ease. Built specifically for advertisers and marketers, Omni Planner eliminates the complexity of manual planning while unlocking more strategic control. Instead of generic national rollouts or disconnected tools, it equips teams with:

  • A unified view of online and offline engagement data to drive clear, cross-environment insights
  • Competitive benchmarks that reveal how performance stacks up across digital and real-world environments
  • Localized, scalable media plans without the hassle of manual market-by-market planning

“Marketers need a holistic view of consumer behavior to plan effectively,” said Alyssa Lewis, General Manager, SVP Global Investor Vertical and OEM at Similarweb. “By combining Similarweb’s website data with Locala’s real-world data, Omni Planner gives advertisers the insights they need to plan smarter and move faster.”

Omni Planner enables marketers to fine-tune strategy where it matters most, without the resource drain of building complex, personalized plans from scratch. And while the solution is new, Locala’s localized, engagement-based approach has already demonstrated strong impact. Brands that have implemented this methodology have reported a 25% increase in attention, a 70% lift in brand preference, and a 30% boost in store visitation compared to traditional media strategies.

Press contact: Mary Layden, mary.layden@asklocala.com

Released in Martech Insights, Martech Edge, Martech 360,

Locala Joins the Prestigious French Tech 120 Program for 2025

Paris, June 30th, 2025 – Locala, the leading location-based advertising platform, is proud to announce its inclusion in the 2025 French Tech 120, the French government’s flagship program recognizing the most promising and high-performing technology scale-ups in France.

Launched by La Mission French Tech, the French Tech 120 supports 120 top French startups each year that demonstrate exceptional growth potential and the capacity to become global tech leaders. This recognition reaffirms Locala’s continued commitment to innovation, impact, and international expansion.

Headshot of Christophe Collet, CEO

“We are honored to be selected for the French Tech 120. It’s a major milestone that reflects our ongoing efforts to help brands unlock real-world results through AI-powered, location-based media. This opportunity strengthens our ambition to scale our impact globally while contributing to France’s position in technological innovation.” said Christophe Collet, Founder & CEO of Locala.

As part of the French Tech 120, Locala will benefit from:

  • Dedicated government support through a startup manager to help address strategic challenges.

  • Increased visibility in France and abroad via the program’s promotional initiatives.

  • Access to top-level networking and business development with both public and private decision-makers.

  • Collaboration opportunities with other top-performing French scale-ups across industries.

Locala’s inclusion in this year’s cohort recognizes the success of its AI-powered platform, which enables leading brands around the world to increase store visits, drive performance, and transform local insights into scalable outcomes.

About Locala

Locala’s omnichannel advertising platform leverages granular insights and cutting-edge AI to help marketers efficiently plan, activate, and measure campaigns personalized to the local consumer.

Our platform specializes in transforming complex mobility and consumer data into actionable audience insights, fueling advanced media strategies that consistently deliver smarter business outcomes.

Utilizing our real-time attribution and reporting, we provide in-depth performance and brand insights for better-informed, more actionable marketing strategies.  

About Us

Since our inception in 2012, Locala has proudly worked with leading brands across 40 countries.  With over 180 employees around the globe, Locala has offices in the United States, France, Belgium, the UK, Singapore, Malaysia, Italy, Canada and Dubai. 

Founded in France, the birthplace of GDPR, Locala’s entire platform is built around GDPR law, which ensures we can effectively reach consumers while protecting their essential rights to privacy.  Through our services and partnerships with some of the world’s largest brands, we’ve been recognized for numerous awards and accreditations. 

EMEA Media Contact
Benjamin Soubeille
benjamin.soubeille@locala.com
 www.locala.com

Locala Expands in MENA to Power Precision Marketing

Discover Locala

 At Locala, we turn movement into meaning. Our AI-powered platform transforms mobility patterns and consumer signals into razor-sharp media strategies — giving marketers the clarity to plan smarter, activate faster, and measure what truly moves the needle. In a world drowning in data, we deliver impact.

A Bold Move into MENA

With Matthieu Tebaus now leading operations in the region, our mission is clear: bring our precision marketing solutions closer to the Middle East’s most ambitious brands — creating measurable impact in-store, on the move, and at every consumer touchpoint.

 “Dubai is a strategic hub for innovation and growth. At Locala, we partner with brands to turn mobility data into real business results — from footfall to in-store conversions.”

 — Matthieu Tebaus, SVP Sales MENA

MENA : Locala delivers results where it matters most 

From food and beverage to fashion and tourism, we’ve partnered with top brands across the MENA region to turn mobile engagement into real-world action. Our specialty? Precision mobile advertising that builds meaningful brand awareness improves brand recall and boost consumer affinity. On top of that, we drive in store visits to boost foot traffic.

Popular formats in MENA include countdown ads that build buzz for store openings and dynamic store locator ads that guide customers straight to the nearest boutique. Every campaign is tailored to local behaviors, ensuring performance and relevance.

Beyond mobile, our reach extends to premium screen-based inventory in high-impact locations like Dubai and Qatar — offering a seamless omnichannel experience that connects the digital and physical worlds.

We’re always exploring new partnerships and ready to adapt our tech-powered solutions across industries. If you’re looking to make a real-world impact, Locala is your go-to.

Camila Quintana de Locala: Por qué el conocimiento local es el secreto para ganar en los diversos mercados de Latinoamérica

Why Localization Is the Key to Marketing Success in Latin America

Latin America is anything but uniform—and for brands, that’s a strategic advantage. In this article for PRODU Opinión, Camila Quintana, Sales Director at Locala, explores why treating LATAM as a single market is no longer viable, and how localized intelligence can unlock meaningful performance. From Mexico City to Lima, she explains how brands that tailor their media strategy, messaging, and activation to hyperlocal behavior see stronger results—online and in-store.

Backed by campaign data from Mexico, Chile, and Peru, Camila shares how location-driven strategies are transforming advertising into real-world impact.

What the Loyalty Decline Means for Fast Food Brands and Their Consumers

Fast food is at a pivotal crossroads. A significant shift in consumer behavior is transforming the way brands approach marketing and customer engagement. With diners now prioritizing variety and value, brand loyalty is becoming increasingly elusive, forcing chains to rethink their strategies to stay relevant in a highly competitive market.

Continue reading “What the Loyalty Decline Means for Fast Food Brands and Their Consumers”

Janis Ramos from Locala: “When women take on leadership roles, marketing strategies become more inclusive and diverse.”

“When women lead, marketing becomes more inclusive and diverse.”
– Janis Ramos, VP of Sales Enablement, North America, Locala

As part of Women’s Month, Janis Ramos spoke with PRODU about the evolving role of women in marketing leadership — and the tangible impact of inclusive leadership on business outcomes.

In the interview, Janis dives deep into the systemic challenges many women still face in advancing their careers: unconscious bias, lack of mentorship, limited representation at the executive level, and the ongoing struggle to balance professional growth with social expectations around caregiving.

But she also shares hope: companies are increasingly recognizing the value of diverse leadership, prioritizing gender equity through mentorship programs, pay transparency, flexible work policies, and measurable DEI goals.

At Locala, we’re proud to walk the talk. From our self-leadership programs and unconscious bias training to inclusive parental leave and women’s health benefits, we’re building a workplace where everyone has the opportunity to grow, thrive, and lead. Initiatives like Pink October, which supports women’s cancer research, further reflect our commitment to inclusion both inside and outside the organization.

Read the full interview with Janis to learn how marketing can become a true driver of equity and innovation when more women are at the table.

Camila Quintana (Locala): “Retail media and e-commerce drive targeted advertising in Latin America”.

In a constantly evolving Latin American advertising ecosystem, Camila Quintana, Sales Director at Locala, shares key trends and the role of geolocation in optimizing ad investment.

Quintana highlights the rise of retail media, e-commerce, and the adoption of artificial intelligence in the region. “We are seeing much more targeted advertising strategies, real-time campaign optimization, and an increased use of advanced geolocation,” she says. She also emphasizes the expansion of omnichannel marketing as a key factor in the industry’s growth.

With the growing demand for precision and measurement, Locala provides hyperlocal segmentation and real-time data to enhance campaign performance. “Our focus on visit attribution allows advertisers to accurately measure the ROI of their geolocated advertising,” explains Quintana, underscoring the use of automation and artificial intelligence to improve efficiency.

Locala is preparing for the phase-out of third-party cookies by developing alternative targeting models based on geolocation and contextual data. “We implement strategies using first-party data and leverage artificial intelligence to analyze behavioral patterns in an ethical way,” Quintana assures.

In Latin America, industries such as retail, e-commerce, automotive, tourism, and financial services are leading investment in geolocated advertising. Quintana sees great potential in the expansion of DOOH (Digital Out-of-Home) advertising and its integration with mobility data.

AI-Powered Media Planning: Locala’s Latest Insights AI Enhancements

AI-Powered Media Planning: Smarter Targeting, Deeper Insights, and Faster Decisions

Smarter, Faster, and More Data-Driven Than Ever

We’re excited to introduce the latest updates to the Locala Planning Platform, designed to make media planning faster, more precise, and deeply data-driven. Our AI-powered media planning capabilities have expanded, making it easier than ever to turn complex data into actionable strategies that drive real business outcomes.

The latest updates focus on Insights AI, our cutting-edge intelligence tool that helps marketers efficiently plan, activate, and measure campaigns with unparalleled speed and accuracy. By leveraging Generative AI, Locala continues to push the boundaries of media planning, making complex audience insights more accessible and actionable than ever.. By combining exclusive location-based data with advanced AI, we’re revolutionizing digital advertising and making it effortless for brands to understand their audiences and maximize impact.

Unlocking Insights with AI-Powered Media Planning

Modern marketers need quick, data-driven insights to stay ahead. With our latest Insights AI enhancements, marketers can analyze massive datasets in seconds, unlocking deep insights without the complexity of traditional data analysis.

Locala’s Insights AI automates audience segmentation and recommends the best targeting tactics to help brands connect with the right consumers. By processing billions of data points, it identifies key market trends, providing marketers with an immediate and clear path to execution.

Dynamic Commerce Areas shown on map

Now, let’s explore how AI-Powered Media Planning works within Audience Explorer in our advanced planning tool.

Smarter, Faster Audience Discovery

The Audience Explorer tool within the Locala Planning Platform empowers our team to precisely understand and segment audiences, enabling us to craft more effective strategies for our clients. By leveraging exclusive location-based data and AI-powered analytics, this feature takes the guesswork out of media planning.

A digital dashboard showcasing Locala's Audience Builder tool, displaying segmented data of in-market automotive buyers based on behavior, brand affinity, and demographics.
Locala’s Audience Builder helps brands segment and target automotive buyers with precision.

With the latest update, our team can leverage six core analysis functions, each designed to provide a unique layer of insight that enhances media planning and helps us guide our clients to better outcomes. These capabilities help refine audience targeting, optimize ad spend, and ensure campaigns are as effective as possible by leveraging deep, data-driven intelligence tailored to specific marketing objectives:

Receptivity Insights – Instantly see how different audiences engage with various media channels, helping optimize budget allocation by identifying the most effective platforms and formats for reaching your target consumers.


 Visitor Profile – Gain a deeper understanding of store visitors by analyzing their demographics, behaviors, and shopping patterns. Compare this data to your target audience to refine targeting strategies and maximize campaign effectiveness.

Reach Guidelines – Optimize impression allocation to effectively reach your ideal audience.


 Audience Description – Generate an in-depth marketing persona that closely aligns with your target consumers.


 Audience Suggestions – Identify additional high-potential audience segments based on your existing selection.


 Affinity Zone Insights – Understand key demographic trends and media reach within high-affinity locations.

A digital interface displaying different audience insight categories, with "Detailed Audience Description" and "Media Receptivity Insights" highlighted. Caption: With Audience Explorer, marketers can focus on key insights such as audience profiling and media receptivity to enhance their targeting strategies.
With Audience Explorer, marketers can focus on key insights such as audience profiling and media receptivity to enhance their targeting strategies.

These features provide deeper, more actionable insights in seconds, empowering marketers to make faster, smarter planning decisions.

A digital interface displaying AI-generated media receptivity insights, comparing different advertising channels' effectiveness for store visits.
Locala’s AI-driven Audience Explorer optimizes media planning by identifying the most effective advertising channels.

Why AI-Powered Media Planning Matters

Speed & Efficiency

With AI automating the heavy lifting, Locala helps brands accelerate their decision-making process and focus on strategy rather than manual data analysis.

Smarter Audience Targeting

By combining AI with exclusive consumer insights, advertisers can refine their targeting and maximize campaign performance while reducing wasted ad spend. By ensuring ads reach only the most relevant audiences, brands avoid spending on markets or demographics that don’t align with their objectives, leading to more efficient and cost-effective campaigns.

Competitive Advantage

With Locala’s proprietary data and real-time analytics, marketers gain a clear edge over competitors by accessing insights that others simply don’t have.These capabilities allow for highly tailored campaigns that align with local consumer behaviors rather than applying a one-size-fits-all approach. Thanks to Locala’s cutting-edge planning tools and tech, tailoring campaigns to specific local contexts has never been easier—allowing advertisers to connect with their audiences more effectively while reducing wasted spend.

A digital map displaying store locations, customer ratings, and footfall uplift percentages with an illustrated shopper in the foreground.
Locala helps businesses optimize store performance by leveraging localized audience insights for strategic decision-making.

See Insights AI in Action

The future of media planning is AI-powered, data-driven, and lightning fast. Want to see how our cutting-edge planning platform helps drive better strategies?

Request a Demo

With Locala’s AI-powered media planning, smarter decisions are just one click away.

 

Helping brands and agencies to maximize the opportunities offered by geolocation advertising

Camila Quintana from Locala: “We are helping brands and agencies to optimize the opportunities brought by localized advertising”.

Our very own Camila Quintana recently spoke with Produ about how Locala empowers brands and agencies to maximize campaigns through localized advertising and actionable insights.

From leveraging data-driven insights to delivering impactful campaigns, we’re dedicated to driving meaningful results for our partners.

 

Locala Unveils Panel Optimizer
to Revolutionize
Digital Out-of-Home Campaigns

New York, NY – [11/12/24] – Locala, a global leader in omnichannel advertising solutions, is excited to introduce its groundbreaking Panel Optimizer product. This innovative solution is set to transform the way marketers plan, optimize, and measure their Digital Out-of-Home (DOOH).

While DOOH’s ad spending is expected to reach $30B by 2029, today’s marketers still face significant challenges, such as limited optimization capabilities and static, incomplete data. With the Panel Optimizer, Locala addresses these issues by introducing a new industry benchmark that uses fresh passerby data and advanced audience insights to score each panel based on the audience’s Opportunity to See (OTS). This dynamic scoring system enables brands to optimize their campaigns by precisely identifying the best locations and times to display their ads, eliminating waste and significantly increasing the reach and impact of their ads.

Clients are already experiencing measurable results with the Panel Optimizer. Early users have seen significant improvements in brand lift, impact scores, and ad recall rates, with some achieving up to 24% increases in brand awareness and recall rates exceeding industry benchmarks by over 20%

Tim Rowe, Founder & Host of the OOH Insider podcast and a thought leader in the DOOH space, commented: “Locala’s DOOH Scoring solves a critical challenge for brands, enabling them to connect directly with the customers they care most about by combining deep audience insights with high-performing inventory.”

Christophe Collet, CEO & Founder of Locala, commented on the launch, “In an increasingly complex DOOH landscape, we recognized the need for a tool that could provide our clients with the insights necessary to make data-driven decisions. The Panel Optimizer is not just about improving campaign performance; it’s about setting a new standard in the industry that ensures every dollar spent on DOOH delivers maximum value.“

About Locala

Locala’s omnichannel advertising platform leverages granular insights and cutting-edge AI to help marketers efficiently plan, activate, and measure campaigns personalized to the local consumer. Our platform specializes in transforming complex mobility and consumer data into actionable audience insights, fueling advanced media strategies that consistently deliver smarter business outcomes. Since its inception in 2012, Locala has proudly worked with leading brands across 40 countries. With over 180 employees around the globe, Locala has offices in the United States, France, Belgium, the UK, Singapore, Malaysia, Italy, Canada, and Dubai.


For more information, visit asklocala.com.

Press contact: Mary Layden, mary.layden@asklocala.com

 

How Retail Brands Can Leverage AI for Smarter Ad Targeting

Gone are the days of guesswork. With Insights AI, you get precise, data-driven recommendations tailored to your specific needs.This MediaPost feature explores how Locala’s AI-powered solutions are revolutionizing ad targeting in retail, helping brands create more personalized and effective campaigns. Discover how artificial intelligence is reshaping the way retailers engage with customers, providing actionable insights for better ad strategies.

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

The 2024 holiday season is just around the corner, and it’s shaping up to be a big one. Shopping is expected to start earlier than ever and retail sales are projected to reach a whopping $1.372 trillion. With so much at stake, brands should be prepared with a killer media strategy to take full advantage of the opportunity to connect with consumers. 

With only 27 days between Thanksgiving and Christmas, the competition for attention will be fierce, and brands need to be ready to implement strategies that capture consumer attention and differentiate themselves. The three simple steps outlined in this post will help ensure your campaigns not only stand out but also drive success, no matter the challenges this season brings.

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. 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 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.

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. 

 

Why Localized Intelligence is a Game-Changer: 10 Advantages You Can’t Ignore

As an advertising professional, you likely encounter obstacles that can drain your marketing budget and compromise targeting efficiency. Some of these common challenges may include:

  • Overlapping segments
  • A/B tests heavily impacting your operational costs
  • Having limited control over your regional spending
  • Media channels lacking targeting precision 
  • Using the same targeting approach to support all stores, whether they are succeeding or struggling

You may even consider these obstacles as ‘just part of the process’. But in reality, each of them can be linked to the relationship between relevance and impact. This concept is nothing new to marketers and advertising professionals, but the more you understand your audiences’ unique characteristics and tailor your activations to these traits, the bigger your impact will be.

At Locala, we believe that everything happens somewhere, recognizing that audiences are shaped not just by who they are, but also by where they are. Localized intelligence is a powerful approach that extends beyond basic demographic segmentation to activate a deeper understanding of audience behavior and preferences based on their specific locations. By leveraging localized intelligence, we transform how brands connect with their audiences, making interactions more relevant and impactful. 

Explore these 10 pros of Localized Intelligence (à la Locala) that can have a major impact on your media campaigns and their effectiveness:


1. It’s Granular

With localized insights, you can carefully address each audience’s unique characteristics. It not only uncovers crucial demographic details but also provides deep insights that typical audience segments alone cannot achieve.

At Locala, insights are available at the national, regional, and local levels, ensuring that your campaigns are precisely tailored to meet the specific needs of each market segment.

 

2. It’s Always Fresh 

Utilizing Locala’s modern platform enables strategists to spot trends and act on opportunities while they are relevant thanks to constant data processing and real-time mobility trends.. 

Locala’s insights are always fresh, leveraging the most up-to-date data available, with processing happening in real-time.

3. It Enhances Customer Experience

By leveraging precise data, Localized Intelligence enables brands to deliver highly personalized experiences that resonate with consumers at the right time and place. Whether it’s through customized offers, content that’s tailored to the local consumer, or timely promotions, enhancing the customer experience leads to increased brand loyalty and customer satisfaction. 

Locala not only makes each interaction geographically and contextually relevant but also visually engaging with a gallery of over 50 dynamic creatives.

 

4. It’s Omnichannel by Design 

Did you know that combining mobile and DOOH increases your campaign reach by 303%? As a true omnichannel platform, Locala allows brands to reach consumers at every stage of the customer journey and on every digital channel, no matter where they are.

By focusing on the local consumer’s journey, Locala enables you to choose the best channels for your unique audience and campaign goals. 

5. It Enhances Competitive Intelligence

Localized Intelligence provides invaluable insights into competitor activities within specific regions. This intelligence allows businesses to devise strategies that effectively counter competitive moves, capitalize on competitor weak spots, and differentiate their offerings in crowded markets.

Locala’s platform delivers real-time data on competitor locations and activities, giving marketers a strategic edge by enabling quick and informed responses to market changes.


6. It’s Actionable by Design

Targeted marketing strategies can be designed specifically for activation purposes. For example, insights into visit frequency can guide retargeting efforts while understanding media receptivity can guide media mix decisions. 

Locala implemented activation features at the core of its platforms, ensuring that all data, audiences, and areas are equipped to deliver actionable insights. 


7. It’s Scalable

Performing localized strategies can easily be scaled up by including additional data types. These strategies can also be replicated from one given market to another easily.

Locala offers “on-the-shelf” insights that are precomputed in more than 10 countries and can answer custom needs in most countries of the world.

 

8. It’s Easy to Use

Interacting with complex local insights has never been easier, thanks to the seamless integration of modern tools such as interactive maps, filtration systems, and AI. 

Locala recently launched Insights AI, an analytics and media strategy assistant directly available from our Insights & Planning Platform.

9. it’s Future-Proof

Localized Intelligence is a resilient marketing strategy that continues to thrive in the post-cookies/ID era, allowing businesses to maintain effective strategies and adapt to changing privacy regulations.

Locala’s proprietary closed system with cookieless privacy is focused on protecting brands against unsafe and toxic data, and various privacy liabilities.

 

10. It Drives Strong Results

Localized Intelligence makes audiences more aware, have more intent, and be more decisive. 

Our results: 

  • +25% Audience Attention
  • +70% Brand Preference
  • +30% Store Visits.

Our tailored approach helps brands succeed in many ways, whether they are looking to plan, activate, or learn. Discover the Locala difference, and schedule a demo today to see how our Localized Intelligence can transform your marketing strategy to start running more effective campaigns today

Launch of the 2024 barometer
“Retail Insights by Locala 2024” 

“New Retail, New Standards”

After a phase of unrest in 2023 to protect consumers’ purchasing power, the New Retail is now establishing its standards.

Paris, 27 June 2024 – In the fourth edition of its “Retail Insights” barometer, Locala, an advertising platform with expertise in geolocation, presents an overview of retail trends in France and abroad, and deciphers the changes that are shaking up the sector. Produced in partnership with the research firm Marketing Insights, this trend report is based on a survey of a panel of 4,000 European consumers and interviews with decision-makers in the sector.

According to Sandrine Préfaut, Locala’s Managing Director for Europe: “After a phase of rebellion to protect the purchasing power of a consumer more than ever in difficulty in a context of price wars, brick-and-mortar outlets have to reinvent themselves: digitalization, omnichannel, unified commerce, hyper-personalization, sustainable business models… have become essential. This New Retail is now setting its standards.

14 fundamental and emerging trends emerge from this new edition, some of which are having a major impact on the European retail landscape:

Omnichannel efficiency is no longer an option:

More than ever, consumers want to be able to move from one channel to another easily during their purchasing journey. In fact, 73% of consumers make their purchases using multiple channels. According to our study, 56% of British people prefer to make their purchases in-store, and 44% prefer to buy online. This figure illustrates the multi-channel mix expected by consumers, as phygital becomes essential.

Good deals, new shields: 

The price war is raging, and brands need to find a balance between a quality offer and competitive prices. Our study shows that over 90% of Europeans are paying more attention to prices and promotions. 78% of consumers regularly use brands’ mobile applications to obtain personalized offers and deals.

Sustainable development, a binding constraint: 

Conscious retailing has become an obligation under the pressure of consumers and regulations.
This phenomenon now concerns all generations. Even if Gen Z is even more aware of this cause, with 71% of them declaring that they buy sustainable products, boomers are not to be left behind, with more than half declaring that they buy sustainable products.
Companies are therefore forced to make a more transparent commitment, leading to a drastic change in business models around the circular economy concept.

AI, from buzz to reality: 

Another major development is that AI is becoming part of our daily lives, penetrating all retail sectors and professions. AI’s success can be explained by the many opportunities it offers in terms of operational applications, particularly in logistics and customer service. Our study reveals that retailers who have already adopted AI and machine learning technologies have doubled their sales growth rate in 2023, and profit growth forecasts for 2024 would be almost 3 times higher than those of their competitors. It appears that 60% of retailers’ activities would be partially or fully automatable, with a resulting increase in sales of around 10%. This is a very tangible gain and one that is currently encouraging many retailers to take the plunge. 

 

Explore the 14 fundamental and emerging trends for 2024 in the Retail Insights by Locala barometer: Download the barometer.

1 – E-commerce continues to grow

2 – Gen Z is still driving social commerce

3 – Omnichannel efficiency is no longer an option

4 – Inflation: reacting to survive

5 – Good deals, new shields

6 – Sustainable development, a binding constraint

7 – New sustainable business models are gaining momentum

8 – AI: from buzz to reality

9 – Mobile vindication 

10 – Towards a mixed purchasing reality

11 – Influencer marketing undergoes a revolution

12 – Personalization: from tailor-made to self-service

13 – The physical store, a new site of positive experiences

14 – Neighbourhood businesses boost local vitality

 

About Locala

Locala’s omnichannel advertising platform leverages granular insights and cutting-edge AI to help marketers efficiently plan, activate, and measure campaigns personalized to the local consumer.

Since our inception in 2012, Locala has proudly worked with leading brands across 40 countries.  With over 180 employees around the globe, Locala has offices in the United States, France, Belgium, the UK, Singapore, Malaysia, Italy, Canada and Dubai. 

Founded in France, the birthplace of GDPR, Locala’s entire platform is built around GDPR law which ensures we can effectively reach consumers while protecting their essential rights to privacy.  Through our services and partnerships with some of the world’s largest brands, we’ve been recognized for numerous awards and accreditations.  

 

Contacts : 

Benjamin Soubeille
Marketing Director EMEA
Benjamin SOUBEILLE

 

Hugo Nguyen Van Sang
Marketing OPS Specialist Europe
Hugo Nguyen Van Sang

 

Revolutionizing Data-Driven Media Planning: Introducing Insights AI

When it comes to effective media planning, staying ahead of the curve means leveraging the most advanced tools at your disposal. That’s why we are excited to introduce you to Locala’s latest, cutting edge feature: Insights AI. Embedded seamlessly in our planning and insights tool, Insights AI harnesses the power of artificial intelligence to deliver deep, actionable insights like never before. In this post, we’ll walk you through how Insights AI can help you develop relevant, data-driven media strategies that propel your business forward.

Locala's data map + media coverage

Built with Efficiency in Mind

We developed Insights AI to bridge the gap between data complexity and accessibility. This solution is designed to assist in interpreting and preparing actionable insights, not only from the data we can see but also by leveraging background data to enrich these insights. Our goal is to enable our clients by swiftly deriving relevant strategies from deep data analysis, ensuring they can make informed, impactful decisions quickly.

How Insights AI Works

Our Data Science and Insights teams connected a privately hosted LLM to our proprietary insights and fine-tuned it for analytics and media strategy purposes for over a year. With Insights AI, our partners can look forward to the following enhancements:

1. Intelligent Data Processing

Insights AI has the ability to process vast amounts of data from multiple sources, identifying patterns and trends that might be missed by traditional analytics tools. This intelligent data processing allows for a more comprehensive understanding of your market environment.

2. Customizable Insights

Our AI engine offers customizable insights tailored to your specific needs. Whether you’re looking to optimize inventory, improve marketing strategies, or understand customer behavior, Insights AI provides the precise data you need to make informed decisions.

3. Real-Time Analysis

In the competitive retail market, timing is everything. Insights AI delivers real-time analysis in a matter of seconds, enabling you to respond to market changes and customer preferences as they happen. This agility is crucial for maintaining a competitive edge.

4. Enhanced Accuracy

By leveraging background data and machine learning algorithms, Insights AI enhances the accuracy of your insights. This means you can trust the data-driven strategies you develop, leading to better outcomes and higher ROI.

5. User-Friendly Interface

Despite its advanced capabilities, Insights AI is designed with user-friendliness in mind. Our intuitive interface ensures that even complex analyses are straightforward and accessible, allowing for strategic decision-making rather than getting bogged down in technical details.

A demo on how to Address Key Ad Tech Challenges

 

Key Features: Quick Analysis and Custom Prompt

Insights AI offers two primary features that cater to different analytical needs:

Quick Analysis Use the Quick Analysis feature for instant data segmentation and strategic insights with just two clicks. It’s very easy, very quick, and very convenient, unlocking more insights.

Demo of the quick ai analysis feature

Custom Prompt For more specific questions, type anything you have in mind. Any challenge you need an answer to, the custom prompt feature will recommend a media strategy tailored to your needs.

A custom prompt written in insight AI

Demo of the AI quick analysis

Empowering Ai-Driven Insights at Locala

Insights AI is a testament to Locala’s commitment to innovation and excellence in data analytics. By seamlessly integrating advanced AI into our platform, we provide our partners with the insights they need to make data-driven decisions with confidence. Contact us now to experience the power of tailored insights and rapid analysis, and watch your business thrive.

Audience Discovery at Locala: Explore Our Capabilities

At Locala, every campaign begins with the fundamental questions: Who is the target audience, and where can they be reached most effectively?

Though these questions seem straightforward, their answers can be complex. It’s crucial to approach each market uniquely, and our proprietary technology empowers marketers to dig deeper into the “who” and “where,” providing data-rich insights that offer valuable context. Through thorough understanding of audiences, media strategists can plan campaigns that resonate, impact, and convert effectively.

When you work with us, much of this strategic process takes place in our Planning & Insights Platform, where most of our data is aggregated and processed.

This article will unveil the data sources, insights, and activation features we leverage to make locally intelligent advertising easy, actionable, and successful. Let’s dive in!

 

OUR DATA SOURCES

Localized intelligence requires data about consumers, market landscapes, and territories. Locala relies on three primary data types to power its localized intelligence:

  1. Mobility Data: Used to understand audiences’ movements through places and time. Advantages: fresh and scalable.
  2. Points of Interest Data: Used to analyze the interactions between people and specific locations. Advantages: granular and comprehensive.
  3. Local Panel & Census Data: Used to understand households, the way consumers behave, and why. Advantages: versatile and declarative.

When combined, these data sets unlock crucial insights, and can tell us the unique traits and habits of consumers, the particular health and needs of businesses, and the detailed structure and media potential of targeted areas.

 

OUR AUDIENCE ATTRIBUTES

For easy use, we merge all this data and make it available as local audience attributes, segmented as follows:

  • Behaviors: Targeting by purchase & lifestyle habits (>120 variables)
  • Demographics: Targeting by age, gender, income, household structure… (>15 variables)
  • Brand Affinity: Targeting by a consumer’s level of affinity to chosen brands (>6000 variables)
  • Media Receptivity: Targeting by determining an audiences receptivity to specific media channels by market (>20 variables)

These audience attributes are computed at the smallest geographical breakdown in each country, enabling precise understanding of any targeted audience’s potential and profile at the local level. We can also onboard and overlap 1st party data to enrich our insights even further.

CUSTOMIZED SOLUTIONS FOR EVERY BRIEF

Every brief is unique. Brands, their products, and ideal customer profiles vary. With this in mind, we ensure our localized intelligence can be customized to address a diverse set of challenges.

Challenge 1: Allocating Spend Efficiently

Issue: Determining the optimal allocation of marketing spend across various regions can be challenging, especially when trying to maximize ROI for both product and brand affinity.

Solution: Our platform allows you to allocate more spend to areas with a high affinity for both product and brand, ensuring efficient use of resources.

 

Challenge 2: Optimizing Media Spend Based on Receptivity

Issue: Identifying the right channels and areas to focus your marketing efforts can be difficult, particularly when aiming for high receptivity towards various media channels.

Solution: Our platform enables precise targeting of areas with a strong affinity to your brand, and optimizes media spend to channels they are most receptive to, enhancing the effectiveness of your campaigns.

ACTIONABILITY MADE EASY

Understanding your audience is essential, but bridging the gap from insights to activation is crucial. We developed several features to ensure any observation seamlessly becomes a campaign target:

  • ID Collection: Easily collect IDs ready for activation once valuable behaviors are identified.
    Omnichannel Geo-Targeting: Effortlessly target high-potential areas in any DSP
  • DOOH Scoring: Score the best DOOH screens and targeting moments once audiences are identified.
  • External Sharing: Share findings and maps with clients for efficient planning discussions.

WHY CHOOSE LOCALA

Our approach leverages innovative technology and comprehensive data to craft your advertising strategies and optimize campaign performance.

Key Benefits of Locala’s Audience Builder:

  • Smart, insights-driven, and transparent
  • Actionable across all channels
  • Customizable to any request

READY TO LEARN MORE?

“Our exclusive audiences are the fastest path to win customers and outsmart competitors today, while building valuable prospects’ intent for tomorrow.”

Auxandre Stephan
Locala’s Senior Insights and Analytics Manager, EU and APAC

So, Who are YOUR target audiences? What goals are YOU aiming to accomplish? And how can we improve your strategy?

Contact us today for a personalized demo.

Engage Audiences with Custom Coupon Promotions

In today’s crowded advertising landscape, it’s critical that brands find unique ways to connect and engage with consumers. At Locala, we believe that customizing advertising to the individual is key to cutting through the noise. That’s why we are thrilled to introduce our latest ad format, the Coupon Downloader, designed to deliver easily downloadable, personalized coupon offers tailored to specific audiences. The result? Enhanced brand engagement and heightened purchase intent among both new and existing customers.

Driving Coupon Downloads with Locala

With the Coupon Downloader, Locala precisely targets key audiences and customizes the coupon offers based on their location and preferences. For example, a user who is less than 10 miles from a store location may receive a $5 coupon, while those farther away could receive an $8 coupon. Users on desktop and mobile devices can simply click on the ad to instantly download the coupon. For DOOH formats, users are provided with a QR code, directing them to the coupon landing page for easy download to their mobile phones

The Benefits of Tailored Promotional Offers

Adapting promotional offers to specific audiences offers numerous benefits for advertisers. Brands can leverage the Coupon Downloader to increase awareness of their promotional offers, boost purchase intent, and drive consumers to stores. Moreover, consumers benefit from promotions tailored to their shopping needs through an engaging and user-friendly coupon experience. Overall, the coupon ensures the right promotional incentives reach the right consumers, thereby enhancing the overall brand experience. This ad format is particularly advantageous for brands within the CPG, Retail, Grocery, and Fashion industries.

Creating Unique Experiences with Locala

At Locala, we specialize in crafting unique and impactful experiences for our clients’ marketing campaigns. Our skilled design team collaborates closely with clients to develop customized solutions aligned with their specific goals and objectives. Whether it’s for mobile, DOOH, or Desktop, we are committed to delivering high-quality and creative designs that drive results.

To learn more about the convenience and accessibility of the Coupon Downloader, contact us today!

5 Advertising Tips for Increased Growth for Auto Brands

Let’s talk about a shifting trend in the auto industry: the average visits to auto dealerships have never been lower. In fact, did you know that the average US auto buyer is only visiting 1.9 car dealerships when shopping for a new vehicle? At Locala, we know it’s a challenging landscape out there, and to navigate this competitive market auto brands need precise and scalable media strategies to not only attract fresh consumers but also nurture lasting customer loyalty. To help, we’ve compiled five best practices for auto brands to achieve long term growth in 2024 and beyond. Ready to dive in?

1. Optimizing Attention & Reach

In a world where ads are everywhere, capturing and retaining consumer attention is more challenging than ever. That’s why establishing a strong brand presence through local, upper-funnel strategies is crucial for any auto brand looking to stand out from the crowd. Our latest strategic partnership with DoubleVerify allows us to combine advanced Attention metrics with Locala’s unique offerings like affinity insights and precise audience segments so advertisers can significantly enhance their campaign performance and media quality. 

By optimizing for user attention, we not only increase brand visibility but also set the stage for future conversion tactics. This helps brands make meaningful connections with potential car buyers and stand out in a crowded marketplace.

2. Dealership-Based DOOH Planning

Traditional approaches to Digital Out-of-Home (DOOH) planning often cast a wide net with broad targeting, but at Locala, we believe precision is paramount. By overlaying our advanced affinity audiences into the DOOH planning process, we help auto brands pinpoint panel locations where car buyers are most likely to convert with a given brand. By using advanced audiences in the DOOH  planning process, we are able to help brands move beyond broad targeting to reach the right people, in the right place, at the right time.

3. Last-Mile Tactics

The path to purchase for auto buyers is filled with many touch points across various channels. With so many steps to the funnel, it’s crucial that brands are seamlessly guiding them through their purchase journey. By combining mobile and DOOH advertising, Locala creates a ‘last mile companion’ that extends DOOH reach and engages buyers wherever they are. 

Additionally, personalized retargeting helps to reinforce brand messages, ensuring that potential buyers stay engaged even after they’ve left the dealership. Taking things a step further, our Store Navigator format simplifies and enhances the overall customer experience by providing creative that directs users to the nearest auto dealership. This helps auto brands deliver a seamless and personalized journey from initial awareness to dealership visit.

4. Dynamic Inventory-Based Ads

As auto brands gear up for national campaigns, it’s critical to remember the significance of engaging local consumers. This entails having a deep understanding of the local markets and audience preferences of a consumer in a given area. 

Locala’s Dynamic Creative ensures that messaging is tailored with the available stock at individual dealerships. And by promoting second-hand and discounted models customized to each dealership’s current inventory, we can enhance the impact of advertising campaigns and drive more qualified leads. In essence, delivering personalized ads that caters not only to the local dealerships but also the buyer, results in a higher return on investment.

5. Boosting Customer Lifetime Value

In the automotive industry, the relationship with a customer doesn’t end after the initial purchase. Continuing to nurture the consumer relationship is essential for maximizing the lifetime value of each customer and driving long-term success. Using data-driven insights, we help brands retarget past buyers with personalized offers for service and maintenance upgrades. By transforming single sales into ongoing service engagements, we foster customer loyalty and build lasting relationships that turn customers into brand advocates.

How Brands like Hyundai and Audi use Location-Based Advertising

Now, let’s talk about real-life use cases! How have other leading auto brands used location-based advertising to drive growth?  

  • Hyundai developed a multi-location advertising strategy based on 17 activations spread over the year to support 202 dealerships across the country. Using affinity audiences, personalized retargeting, and ads that resonated at the local level, Locala was able to drive 49K visits to Hyundai dealerships resulting in a 23% uplift in footfall.  This campaign received the GOLD award in the “Mobile-to-store” category in March 2023 awarded by Les Cas d’Or in partnership with Alliance Digitale.
  • Audi leveraged an omnichannel strategy to increase foot traffic to a selection of 144 dealerships spread over 3 regions.  Locala used affinity insights to increase awareness among the right consumers, and then retargeted them across mobile and audio to drive them down the funnel. This resulted in over 10K visits to the dealership and a x6 uplift in footfall. 

To learn more about how other automotive brands are leveraging location intelligence and consumer insights to power their media strategies, contact us now! 

Driving Store Traffic with Omnichannel,
Location-Based Audience Targeting

In the realm of digital marketing Locala sets itself apart with a unique approach that fuses mobility data with rich audience insights. This allows brands to not only to identify an audience but connect with the most valuable consumers in the areas where they’re most likely to be reached.

Guiding You to Identify Valuable Audiences

Locala identifies your most valuable audience. Our data-centric approach dives deep into audience targeting insights and consumer mobility patterns to identify your ideal customer profile. 

By focusing on those with the greatest likelihood to interact and engage with your brand at every stage of the customer journey, we ensure that your advertising resonates and converts.

Our capabilities go beyond basic targeting, allowing brands to activate  Competitors Conquesting : Strategically targeting customers of competing brands, turning potential competitors’ customers into clients, and casual clients into brand loyalists.

Boosting Impact with Location Intelligence

Locala harnesses the power of location intelligence to strategically deploy advertisements, ensuring they strike with maximum relevance and impact. We place your brand’s message where your audience is most likely to see it and at a moment they’re most ready to receive it. Our location-based targeting considers not just geographic positions but integrates the context of your audience’s current situation, profile, and behavior.

This strategic approach boosts the likelihood of consumers taking the action to visit your store, effectively turning passerby traffic into potential customers.

Optimizing DOOH Planning: Selecting Panels in Prime Areas

Locala’s platform ensures that we handpick only DOOH panels located in areas identified as having high potential for impact. 

By focusing our placements in zones that promise the greatest ROAS, we not only enhance the visibility of your campaigns but also amplify the end results

For instance, leveraging in-store screens for last-meter marketing efforts, Locala ensures your message is the final nudge customers need as they make purchase decisions.

Combining DOOH and Mobile to maximize impact 

Locala blends DOOH activations with mobile marketing strategies that enhance each other:

  • Strengthen reach in areas lacking DOOH panels for thorough audience engagement.
  • Deploy immersive and personalized mobile experiences to engage potential customers
  • Retarget consumers on their mobile devices after they interact with our DOOH ads, strengthening the CTA and directing them to your nearest store

This multi-channel approach amplifies the effectiveness of our Drive to Store campaigns, creating a cohesive consumer journey from digital engagement to in-store experience.

Enriching Customer Engagement with Post-sales Insights

Locala’s post-sales insights are designed to offer brands a detailed understanding of their campaigns’ effectiveness and the behaviors of their customers.

  • Panel-Level Analytics: Offering granular data on the performance of individual DOOH panels and mobile ad placements.
  • Attribution Modeling: Understanding the direct impact of marketing efforts on sales and foot traffic, for each channel.
  • Audience Insights: Gaining a deeper understanding of who responded to your campaigns, including demographic breakdowns, interests, and behaviors, to tailor future messaging.

Driving Real Results

We’ve helped brands achieve significant increases in foot traffic and sales by leveraging omnichannel activations, encompassing DOOH and mobile. 

For example, a recent campaign for Levi’s experienced a 65% traffic uplift, with a total of 15K in-store visits, thanks to our targeted DOOH and mobile efforts that led to a 15% increase in the intent to purchase among both Parents and Students audience segments.

Want to know more about our Location Based Targeting capabilities and Omnichannel Solutions ? Contact us now.


DOOH & Mobile: Displayce and Locala
Elevate Successful Cross-Channel
Campaigns in Extended Partnership

Bordeaux, France – 02/05/2024 – Displayce, the European DSP specializing in programmatic DOOH, and Locala, the leader in multi-location advertising, reaffirm their partnership following significant campaign success to offer advertisers a seamless solution for DOOH activation combined with mobile ad placements.

Integrated solutions for targeted audience engagement

Displayce customers can now enhance their DOOH campaigns by seamlessly incorporating mobile activation. This integration enables advertisers to precisely target individuals passing  DOOH ads, creating a dynamic and impactful synergy between the two media. According to a 2022 study by GroupM, mobile-integrated DOOH campaigns were 40% more effective at driving brand awareness and 20% more effective at driving purchase intent

This advanced capability offers exceptional flexibility and value to Displayce customers, enabling them to easily combine DOOH with mobile channels. 

Laure Malergue, CEO and co-founder of Displayce, is enthusiastic about the partnership: “We are delighted to extend our partnership with Locala, offering our customers enhanced capabilities for activation and impact on DOOH campaigns combined with mobile ad placements. We have seen compelling results with our customers, enabling them to reach their target audience more effectively.”

Improving DOOH campaigns with mobile retargeting

Christophe Collet, CEO of Locala, also shares his enthusiasm: “This partnership has enabled us to offer our customers a new way of reaching their target audience. Combining our expertise in local activation with Displayce’s expertise in DOOH activation creates a truly integrated solution for our customers.”

Recognizing the inherent complementarity of DOOH and mobile as an advertising medium, this partnership amplifies the reach and creative impact of Out Of Home advertising while leveraging the interactivity, targeting and measurement capabilities of mobile advertising.

Combining the reach of OOH with the personalised engagement of mobile is proving to be an effective strategy in increasing brand awareness and attention.

Maroua Clergeon, offline media buyer at Values Media, the agency in charge of the Louvre Hotel Group account, testifies to the success of this integrated approach: “We used Displayce to run a campaign combining mobile advertising and DOOH to increase awareness of Campanile hotel offers among a leisure and professional upper socio-professional category target group, unfamiliar with the brand. By marking out the target’s route via DOOH panels in and around strategic business locations (transport, offices, petrol stations) and via the activation of mobile retargeting, we saw a 58% increase in the campaign’s reach. We were able to reach our target audience with a personalised message, delivering excellent results.”

*All the data collected and used as part of these digital marketing operations complies with the GDPR regulations in force in Europe.

 

About Displayce

DISPLAYCE is the pioneering French platform dedicated to optimizing the purchase, impact and quality of digital out-of-home (DOOH) advertising campaigns. This expert programmatic platform gives media agencies and brands a one-click access to a vast inventory of digital screens – over 1,000,000 in 70 countries. This proprietary artificial intelligence-based technology provides automated real-time panel-based buying, differentiated and cookieless targeting capabilities, optimal campaign impact and broadcast quality measurement. 

Founded in 2014 and based in Bordeaux, DISPLAYCE has over 40 experts, with offices in France, Spain, the UK and the Netherlands. 

Since July 2022, JCDecaux has taken a majority stake in the structure and this alliance will give Displayce the means to accelerate its development.

Press contact : Emma Labrador, emma.labrador@displayce.com 

 

About Locala

Locala is an omnichannel advertising platform that leverages consumer insights and AI machine learning to help marketers effectively plan, buy and measure multi-local campaigns on a global scale.

We are a global tech company, operating in 40 countries, and have been a leader in the programmatic space for over 11 years. Our services and partnerships with some of the world’s leading brands have earned us numerous awards and accreditations.

Locala offers a 360-degree solution – helping brands understand their audience at a hyperlocal level while formulating and executing customized media strategies designed to deliver the highest performance and ROAS in commerce.

We provide in-depth performance and brand insights for better-informed, more actionable marketing and sales decisions.

Press contact : Pierre Padiou, pierre.padiou@asklocala.com  

Precision in Audience Discovery:
Maximizing Campaign Effectiveness
with Location Intelligence

With shifting consumer behaviors and highly nuanced preferences, a one-size-fits-all approach to audience targeting is no longer an effective way to maximize advertising campaigns. As marketers aim to bring more precision to their media strategies, understanding who and where their target audiences are has never been more important. At Locala, we recognize the pivotal role that accurate audience insights play in pinpointing the right consumers, with the right messaging, in the right locations.  Let’s delve deeper into some pivotal axes of audience discovery powered by our insights and planning solutions. 

Discovering Audience Potential Based on Socio-Demographic Profiles

Locala’s Audience Explorer feature allows advertisers to delve into consumer potential based on specific socio-demographic criteria. By leveraging location-based, socio-demographic insights, brands can identify areas where their target audience is most highly concentrated, ultimately pinpointing locations that are primed for engagement. 

Taking things a step further, advertisers can then start to refine their main personas at the local level.  With these insights in hand, marketers can craft tailored creative messaging designed to resonate with specific groups of consumers.  This enables brands to address their core markets with efficient marketing strategies designed to increase engagement and deliver return on investment. 

Discovering Audience Potential Based on Brand Affinity 

Dynamic Commerce Areas (DCA) is a cornerstone of our audience capabilities, going beyond traditional demographics to identify the business potential for a given brand in any market. Our DCA insights analysis serves as a potent tool for discovering audience potential based on brand affinity.

By interpreting affinity metrics within DCA, advertisers gain unprecedented insights into the preferences and loyalties of consumers towards specific brands at the hyperlocal level. These granular insights allow advertisers to identify pockets of consumers with a heightened affinity for particular brands within specific geographic areas. 

For instance, imagine pinpointing consumers with a strong affinity for McDonald’s across 9 zip codes, reaching a staggering 459K potential customers. Conversely, to support conquesting efforts, brands can identify and target consumers who have high affinities towards their competitors. This allows marketers to eliminate wasteful spending by connecting with their most qualified audiences with messaging tailored to the consumer.

Audience Precision: The Path to Campaign Success

By unlocking consumer insights surrounding socio-demographics and affinity, advertisers gain a comprehensive understanding of their target audiences at a hyperlocal level. Armed with this knowledge, advertisers can plan more precise and effective ad campaigns that resonate with consumers on a personal level, driving meaningful interactions and ultimately, conversions.

As more and more marketers are tasked with bringing precision to their media strategies, understanding the intricacies of their target audiences’ demographics, behaviors, and brand affinities is key. At Locala, we recognize the pivotal role that accurate audience insights play in this process, and using advanced, location-based data, we’ve been able to help marketers unlock new advertising opportunities and deliver return on investment for their brands.

Want to learn more about Locala’s audience discovery capabilities? Contact us now.

Revolutionizing QSR Campaigns with Cross-Visitation Insights

Adapting Targeting Strategies to Local Behaviors

For QSR marketers, traditional targeting methods are insufficient at the local level, where consumer preferences and competitive dynamics vary. Locala’s pivotal expertise in cross-visitation insights is a cornerstone of our Retail Analytics suite and holds significant importance in this context

By analyzing where your customers dine beyond your brand’s locations, Locala can provide a unique view of your competitive landscape. Successful QSR campaigns require adapting to local market behaviors, each with distinct challenges and opportunities. This precision in activation, tailored to local preferences and cultural nuances, is crucial in today’s market where generic strategies fall short.

This article explores how fast food brands can leverage cross-visitation insights to refine their marketing strategies, staying relevant and competitive in varied local markets.

Deep Dive into Cross-Visitation Insights

Cross-visitation insights refer to the analysis of visitation overlap across brands, calculated on a local basis and monitored over time. This involves understanding how many customers of one QSR brand visit other brands, providing a clear picture of the competitive landscape. 

The methodology behind tracking and analyzing this data involves leveraging mobility (mobile location data) and places data (such as restaurant locations and other metadata), allowing brands to track foodies’ visits among local competitors effectively. This methodology complies with privacy standards, as Locala ensures that all data collection and analysis adhere to stringent privacy regulations such as GDPR and CCPA, assuring both brands and their customers of ethical data usage.

Unpacking the Strategic Value for Fast Food Brands

The true value of cross-visitation insights lies in their application at the local level. These insights allow fast-food brands to adapt their targeting strategies to local shopping trends and competitive environments. For instance, if Burger King finds that 40% of its visitors also frequent McDonald’s and that 25% of them also eat out at the nearby salad bar in one area, they should include visitors from both locations in their local targeting strategy. This approach enables brands to maintain a presence among the most relevant consumer segments and attract potential customers with similar purchase intentions.

Diving at the local level means that a brand can not only see the general trends of customer behavior but also understand these patterns in specific areas. For instance, the cross-visitation trends in a bustling city center might differ vastly from those in a suburban area, even within the same city. By harnessing these insights, brands can tailor and activate their strategies to each unique area.

To help brands get started, we’ve compiled a few best practices for local market adaptation:

  • Retargeting Based on Visits to Local Main Competitors
  • Geo-Fencing Local Main Competitor Locations
  • Loyalty Incentive Campaigns Targeting the Least Loyal Customers
  • Dynamic Ad Content Based on Time of Day and Distance to Locations
  • Local Customers Lookalike with Other Cross-Visited Brands 

Seamless Integration with Omnichannel DSP

The integration of cross-visitation insights with our omnichannel DSP simplifies the process of executing targeted marketing strategies across various channels. Whether it’s desktop, mobile, audio, DOOH, or CTV, this seamless integration ensures that QSR brands can engage with their customers wherever they are, with messaging that’s relevant to their local experiences and preferences.

Case Study: Miller’s Ale House

A prime example of these strategies in action is the campaign Locala recently implemented for Miller’s Ale House. By leveraging dynamic commerce areas and cross-visitation insights, Locala was able to reach current, lapsed, and new consumers of Miller’s Ale House, driving a significant increase in foot traffic and return on ad spend. The campaign involved a mix of desktop and mobile display ads, specifically tailored to drive restaurant visits. The step-by-step strategy included identifying target areas, segmenting the audience based on visitation patterns, and then deploying localized ads that resonated with these specific customer groups. The results? A 9.67% footfall uplift, 13k+ in incremental visits and an overall 9x ROAS for Miller’s Ale House.

The Power of Hyperlocal

The future of marketing in the QSR industry is hyperlocal, data-driven, and customer-centric. By harnessing the power of cross-visitation insights, QSR brands can stay ahead of the curve, adapting swiftly to local market changes and consumer behaviors. Locala’s advanced analytics and technology are not just tools; they are essential partners in this journey, helping brands navigate the complex landscape of local markets with agility and precision. As we move forward, the brands that succeed will be those that not only gather these insights but also act on them with precision and creativity.

Engage with us on LinkedIn | Learn more about Locala’s solutions

 

The Power of Attention Metrics: Unveiling Locala’s Integration with DoubleVerify

The Rise of Attention Metrics 

When leveraging ad tech solutions and planning 2024 media strategies, staying ahead means constantly reevaluating the metrics that gauge campaign success. Traditional metrics like viewability and time in view, previously considered benchmarks, are now being supplemented with more comprehensive measures to truly grasp user engagement.

Enter Attention metrics. These metrics go beyond simply noting if an ad was viewed; they provide insights into the depth and quality of user interaction with the ad. This shift is not just theoretical but is being embraced by industry leaders. The Interactive Advertising Bureau (IAB) has acknowledged Attention metrics as a critical evolution in ad measurement. Several key factors are propelling this shift:

  • Linking Campaigns to Business Outcomes: Attention metrics show a stronger correlation with business outcomes than other measurements, with evidence of a significant impact on brand lift, consideration, and sales uplift.
  • Unlocking Creative Potential: Recognizing that 70% of advertising success is due to the creative, attention metrics are gaining interest for evaluating creative effectiveness.
  • Optimizing for Channels: Attention measurement helps gauge the effectiveness of various channels, like CTV, where high viewer engagement is noted.
  • Reducing Waste: Advertisers can reduce budgets wasted on ad creative and placements that do not secure sufficient attention. In an environment where budgets are tight, any saving is welcomed.

Locala’s Integration with DoubleVerify  

Locala’s integration with DoubleVerify places it at the vanguard of attention-based advertising. By combining advanced Attention metrics with Locala’s unique offerings like Dynamic Commerce Areas and precise audience segments, advertisers can significantly enhance their campaign performance and media quality. 

At DoubleVerify (DV), pioneers in this field, Attention measurement is a sophisticated process. DV has determined that the most effective method to assess attention involves evaluating various detailed data points at the individual impression level, which can be compiled into practical metrics. DV Authentic Attention®, a privacy-conscious and MRC-accredited attention measurement solution that operates independently of cookies, examines more than 50 data points related to a digital ad’s exposure and the user’s interaction with the ad and their device, doing so in real-time.

  • In terms of exposure, DV evaluates the complete presentation of an ad, measuring its strength and visibility using metrics such as the time the ad is viewable, its proportion of the screen, the quality of the video presentation, and its audibility, among others.
  • Regarding engagement, DV analyzes essential actions initiated by the user during the display of the ad creative. This includes interactions such as user taps, changes in the screen’s orientation, video playback, and adjustments in audio settings.

These metrics of Exposure and Engagement collectively contribute to the DV Attention Index, a comprehensive indicator of attention that offers vital insights into the effectiveness of a campaign.

Incorporating these sophisticated Attention metrics, Locala enhances its strategic offerings. Advertisers can now enjoy the benefits of campaigns that are not just targeted, but finely tuned to capture and hold consumer attention, leading to improved brand outcomes and ROAS. These metrics also aid in making informed decisions about channel mix, placement, creative, and format types, tailoring each aspect of the campaign for optimal engagement and visibility.

Conclusion

Attention metrics are more than a buzzword; they are essential tools for understanding and optimizing ad campaigns. Locala’s integration with DoubleVerify’s solutions exemplifies industry best practices, where quality of engagement trumps quantity. 

For media strategists and advertisers, these developments offer an exciting opportunity to refine their strategies for maximum impact. We encourage readers to explore further, using Locala’s case studies to see how these innovations can be applied to their advertising strategies.

Engage with us on LinkedIn | Learn more about Locala’s solutions

Introducing Dynamic Creative

Optimizing Store Visits with Audience-First Creative

In today’s marketing landscape, personalized messaging reigns supreme. By embracing the nuances of local audiences, advertisers can finely calibrate their campaigns to reach specific consumers, ensuring that messages resonate on a personal level. With dynamic ad creatives that adapt on the fly, you’re always in sync with the consumer. This precision doesn’t just boost engagement; it cultivates trust, driving visits to physical store locations and boosting Return on Ad Spend for marketers.

At Locala, we’re on a mission to simplify multi-location advertising. We are an omnichannel advertising platform that leverages consumer insights and machine learning AI to help marketers efficiently plan, buy, and measure multi-location campaigns on a global scale. To further this mission, we recently unveiled our latest innovative ad format, the Dynamic Creative. It enables advertisers to dynamically adapt their creative based on hyperlocal audiences and their proximity to a brand’s store location.

Adopting Dynamic Creative with Locala

Every consumer and store location is unique, so why treat them all the same? In the ever-evolving advertising landscape, it’s clear that a one-size-fits-all approach no longer suffices for advertisers seeking tangible business results. At Locala, we leverage affinity, mobility, and purchase data to identify a brand’s loyal customers and valuable prospects, all at the store level. Once identified, we can dynamically serve creatives that adapt the images, messaging, and nearest store location based on the audience, ensuring resonance with the consumer we are targeting.

The Power of Hyperlocal

Adapting creative to hyperlocal audiences offers numerous benefits for advertisers. Firstly, it empowers businesses to scale their multi-location advertising campaigns more effectively by tailoring messaging to each specific audience and geographic area. This customization ensures that content is not only relevant to the local audience but also conveys messages more likely to resonate with individuals in those areas.

Secondly, using messaging that resonates with the local audience increases user engagement, drives more foot traffic to physical stores, and ultimately results in a higher conversion rate. By recognizing the unique characteristics and preferences of hyperlocal audiences, businesses can create more impactful and successful advertising campaigns.

Creating Unique Experiences with Locala

At Locala, we specialize in crafting unique and impactful experiences for our clients’ marketing campaigns. Our skilled design team collaborates closely with clients to develop customized solutions aligned with their specific goals and objectives. Whether it’s for mobile, DOOH, Desktop, or CTV, we are committed to delivering high-quality and creative designs that drive results.

To learn more about the convenience and accessibility of the Dynamic Creative format, contact us today!

 

Adtech : Un partenariat entre
DoubleVerify et Locala

Locala, expert en publicité géolocalisée, annonce une collaboration exclusive avec DoubleVerify, leader en analyse de la qualité des campagnes médias digitales. Grâce à cette alliance, Locala bénéficie des solutions de mesure d’attention DV Authentic Attention, des fonctionnalités Authentic Ad pour la qualité média, et du Fraud Lab DV, renforçant ainsi sa capacité à optimiser l’efficacité publicitaire tout en assurant une protection complète contre la fraude.

“Ce partenariat nous permet d’exploiter les mesures post-bid classiques telles que la visibilité et la Brand Safety, tout en accédant aux capacités de mesure de l’attention”, précise Dominique Blanc, Global VP Customer Success chez Locala.

DoubleVerify and Locala Sign
Strategic Global Partnership to
Optimize Attention Measurement

Discover the latest strategic alliance as Locala, the leading multi-location advertising platform, partners with DoubleVerify (“DV”), a prominent player in digital media measurement, to revolutionize attention optimization and ensure comprehensive protection for advertisers. Unveiling cutting-edge solutions like DV’s Authentic AttentionⓇ and Fraud Lab, this global collaboration promises to reshape the landscape of real-time location-based advertising, offering unparalleled insights and safeguards in the dynamic world of digital media.

Locala: Empowering Brands
with Real-time Local insights

Headshot of Caroline, Country Manager UK

Caroline Sajas, VP of Sales UK and MENA, unveils in Martech Outlook Locala’s innovative approach to omnichannel campaigns. Positioned as the world’s leading commerce media platform, Locala is not just transforming the landscape—it’s leading as a top Ad Management solution! Discover how our Retail Analytics platform, including LocalAudience, LocalActivation, and LocalAnalytics, is reshaping geolocation advertising. From global challenges to success stories with Dell Technologies, read our journey of data-driven precision and expertise.

Locala is recognized Among the
Top 10 Ad Management Solutions
Providers in Europe 2023

In the fast-evolving landscape of marketing technology, Locala has been named one of  the “Top 10 Ad Management Solutions Providers in Europe – 2023” by Martech Outlook. This prestigious recognition comes as the industry witnesses a surge in innovative technologies reshaping the future of media and marketing.

The power of Location Data : A Dell Technologies Success Story

This retail partner sought accurate consumer insights for a transition from traditional brick-and-mortar outlets to e-commerce. Locala’s location-based strategies, rooted in detailed end-user analysis, enabled Dell Technologies to target consumers at the right time and place, resulting in an impressive 44% increase in site visits upon activating four channels in selected locations. This success story underscores the transformative power of location intelligence, showcasing Locala’s ability to drive substantial results.

Our Solutions: unlock Local Advertising & Insights at Scale

Harnessing Mobility, Intent, and Purchase data, LocalAudience identifies your most valuable customers in high-potential commerce areas. Effortlessly target exclusive shoppers, frequent switchers, and prospects for precision marketing.

Our omnichannel platform, LocalActivation, streamlines media campaigns across the consumer journey and digital channels (DOOH, CTV, Video, Audio, Display). From planning to activation, optimize every stage for impactful results.

Drawing from a decade of consumer data expertise, LocalAnalytics delivers in-depth performance and brand insights. Empower your marketing strategies with actionable intelligence, making informed decisions for sustained business growth.

Privacy-Driven Excellence

In addition to delivering precise insights, Locala is committed to upholding the highest standards of data protection, complying with regulations such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR). This dedication to privacy is deeply rooted in Locala’s principles, fostering an environment of trust and compliance.

 

DoubleVerify and Locala sign
strategic global partnership

DoubleVerify and Locala sign strategic global partnership to optimize attention measurement

Paris, November 23, 2023 – DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data, and analytics, today announces a global and exclusive partnership with Locala, a specialist in real-time location-based advertising. This collaboration will see Locala benefit from DV’s Authentic AttentionⓇ measurement solution, Authentic Ad™️ features for media quality, and cutting-edge innovations and detection methods from DV’s Fraud Lab. 

Being a global actor and a pioneer in France, Locala wanted to call on an expert who could meet both its inventory protection and attention optimization needs. It was therefore no surprise when Locala turned to DV, the world leader in fraud and attention.

As the only solution accredited by the Media Rating Council (MRC), DV Authentic AttentionⓇ provides an advanced measurement tool analyzing each impression in real-time, identifying more than 50 data points relating to the intensity of exposure to a digital ad, as well as spotting consumer engagement with the ad and the device. 

“One of the strongest points offered by our omnichannel offering is the ability to measure the impact of advertising. Positively, our partnership with DV enables us to exploit traditional post-bid measures such as visibility and Brand Safety, while gaining access to attention measurement capabilities. This enables us to go even further in optimizing media investments for our customers,” comments Dominique Blanc, Global VP of Customer Success at Locala.

In conjunction with the Attention suite, Locala will take advantage of the other media quality optimization and advertiser protection features available under the DV platform.

Among these features, DV Authentic AdⓇ, which ensures complete media quality for each impression, providing the guarantee that the same ad has been delivered both in the right context (Brand Safety and Suitability), in the right geography, and viewed by a human.

Furthermore, to tackle advertising fraud, Locala can now rely on a comprehensive protection solution covering all types of fraud, on all types of devices and in all environments. This is made possible by DV’s Fraud Lab, which relies on a team of dedicated data specialists to constantly detect and analyze new types of digital advertising fraud in order to uncover the latest techniques by bad actors as they are deployed.

“In an environment where advertising budgets are under intense scrutiny, we aim to provide our partners with the right tools to improve the results of their clients’ campaigns. We are therefore proud to support Locala in their efforts to optimize attention, by offering a unique solution that perfectly meets their contextual, geographic and real-view targeting objectives, while ensuring complete protection,” says Laetitia Zinetti, Vice-President of Southern Europe at DoubleVerify.

About Locala
Locala is the leading multi-location advertising platform. Our omnichannel advertising solution leverages consumer insights and machine learning AI to help marketers efficiently plan, buy, and measure multi-local campaigns on a global scale. Our platform, fueled by location intelligence and consumer data, allows us to go beyond traditional geo targeting by defining customized media strategies at the national and local levels. Find out more at www.asklocala.com

About DoubleVerify
DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at www.doubleverify.com.

 

 

Meet us at Tech for Retail 2023

Locala is excited to announce its participation in Tech for Retail Paris 2023, a unique European event designed to help retail professionals discover the technologies and trends shaping the retail of tomorrow. 

On the agenda:

Presentation of Locala’s Omnichannel platform

Locala’s team will present  our omnichannel platform at stand H55 on  November 28th and 29th, 2023, at Paris Expo, Porte de Versailles (Hall 4) from 9 am to 6pm.

 

Presentation of Locala’s Retail Barometer by Sandrine Préfaut 

Don’t miss the opportunity to attend our European Managing Director’s presentation of the Retail Insights Barometer 2023 on Wednesday, November 29 at 12h30 in conference room 5.

About Tech for Retail 

Tech for Retail is a significant gathering for professionals in both offline and online retail, offering a comprehensive view of digital tools and technological innovations dedicated to the retail sector.

In 2023, the event is set to showcase innovation with 260 exhibitors and an expected 9,000 visitors. Over 50 Retail Tours will be organized to explore the latest innovations.

See the full program. 

 

Brand Insider Summit QSR

Locala is excited to announce its participation in the upcoming Brand Insider Summit: QSR, hosted by MediaPost.

The event will take place from November 15th to 18th, 2023, in the picturesque city of Santa Barbara, California. Locala is proud to be a sponsor of this prestigious gathering of marketing professionals in the Quick Service and Fast-Casual Dining sector.

Our team will share Locala’s commerce media expertise and unveil groundbreaking insights giving QSR key players the keys to staying ahead of the competition. 

To learn more: https://www.mediapost.com/brandinsidersummitqsr/

 

Locala joins forces with NooS
to launch the Digital Clean up Challenge

Locala is happy to share its latest Digital Clean Up  initiative as part of its commitment to make a positive impact on the environment. 

Launched in partnership with NooS, the “Digital Clean Up Challenge” aims to raise awareness about digital pollution and inspire sustainable digital practices. This campaign is taking place at a time when the pollution produced by digital activities is getting increased attention for its negative impact on the environment. In this context, the goal is to reduce Locala’s digital footprint and set an example for the industry and community.

How does it work?
The Digital Clean Up Challenge is a month-long campaign raising awareness about digital sobriety by encouraging team members to take part in different challenges. Their collective actions unlock contributions to a featured NGO. The Plastic Odyssey Development has been selected by NooS as the recipient of Locala’s donation as part of this challenge. The NGO supports plastic recyclers by providing technical assistance, training, and guidance on business models.

Locala’s RSE Engagement in Sustainability
Corporate Social Responsibility (CSR) is one of Locala’s business approach fundamental pillars, with a focus on making a positive impact on communities. With a commitment to measure the impact of its economic, environmental, and social activities, Locala actively supports the UN Global Compact and adheres to the Paris Climate Agreement.

Locala’s Initiatives for the Planet
Locala has been actively involved in raising awareness among employees about environmental issues in the digital industry and encourages Localers to take part in local and global efforts to reduce carbon emissions. 

 

The New Frontier in DOOH Buying:
Harnessing Local Brand Affinity

 “As an Insights & Analytics Lead at Locala, I’ve had the privilege of witnessing firsthand most of recent transformative shifts in the adtech landscape. One area that has seen significant evolution is Digital Out of Home (DOOH) advertising. Until recently, DOOH buying was largely influenced by the environment of the screens (whether they were located in malls, train stations, or other high-traffic areas..) and probable affinity to certain audiences based on traffic patterns at specific times of the day. While effective, this approach often missed the intricate nuances of local brand preferences”.

 

The Landscape of DOOH Buying

DOOH advertising has experienced rapid growth. According to Statista, the global digital out-of-home (DOOH) advertising revenue is projected to grow by over 10 percent in 2023, reaching almost €16.48 billion. This significant increase in investment highlights the importance and potential of DOOH in the modern advertising mix. However, with increased investment comes the need for more sophisticated strategies.

The traditional approach, while effective in its own right, often missed the mark when it came to understanding and leveraging local brand affinities. Every region, city, and even neighborhood can have distinct brand preferences and shopping patterns, influenced by a myriad of factors from cultural nuances to economic conditions.

The Shift Towards Local Brand Affinity

Locala is proud to introduce a new planning capability that allows DOOH screen selection based on screen affinity with a chosen brand, a feature we call Dynamic Commerce Area (DCA). DCA is a revolutionary approach to DOOH advertising. It enables brands to select DOOH screens based on their affinity with specific brands, ensuring that the advertising message resonates with the local audience.

With DCA, brands can redefine the way they approach DOOH advertising. By focusing on local brand affinity, our partners can now craft more strategic and impactful campaigns, with data at its core. This approach not only ensures that the advertising message is relevant to the local audience but also maximizes the return on investment for advertisers.

Here’s why this approach is transformative:

  • Performance-Driven Campaigns: By understanding where brand affinity is strongest, advertisers can ensure their messages resonate deeply with local audiences, leading to higher engagement and ROI. 
  • Strategic Expansion: For brands that are already dominant in specific regions, targeting areas with lower brand affinity can be a strategic move to capture new market segments. 
  • Competitive Conquesting: Knowledge of areas with high affinity to competitors provides an opportunity to deploy targeted campaigns aimed at swaying audiences and increasing market share.

Benefits for Advertisers

  • Smarter, Data-Driven Investments: With insights from our Retail Analytics platform, advertisers can make informed decisions based on consumer shopping behaviors, both nationally and locally. This ensures that investments are not just vast but also strategic.
  • Enhanced Ad Targeting: By understanding where brand affinity is strongest and combining it with foot traffic data and local demographics, campaigns can be crafted that deeply resonate with local audiences. 
  • Optimized Inventory Selection: Our insights consider traffic patterns leading to specific stores, ensuring that the selected inventory is not only relevant but also timely. 
  • Seamless Activation: Our solutions facilitate the seamless activation of DOOH campaigns fueled by mobility patterns, going beyond traditional geotargeting with custom media strategies tailored for each location.

The Bigger Picture

The trends in DOOH are clear: there’s a move towards more personalized, data-driven strategies and overall measurement. Media decisions fueled by local insights, and granular attribution capabilities are just a few of the innovations we’re seeing creating. In conclusion, as we’ll continue to invest and innovate in DOOH, it’s imperative to keep data at the center of our strategies.
DOOH planning isn’t just about reaching more people; it’s about reaching the right consumer with messaging that truly resonates. The future of DOOH lies in harnessing the power of local insights, and with Locala, that future is now.

Locala named one of the Marketing
Excellence Awards Finalists in Singapore

Locala, the world’s leading commerce media platform, earned finalist recognition in the excellence in data-driven marketing category at the 12th Annual Marketing Excellence Awards in Singapore. Judged by an independent panel of industry leaders and senior marketers, the awards celebrate outstanding work in Singapore’s marketing industry. 

This award  is a testament to the successful collaboration the company led with Havas Media Agency on the March 2023 JDE  for the Chinese New Year Campaign.

“ This campaign ‘challenge was to enhance brand awareness and boost sales in the competitive instant coffee market during the Chinese New Year season.” noted
Locala’s  APAC Managing Director Vincent Pang at the award ceremony. 

“To conquer this challenge, we embraced three core strategies: Audience Planning, Mobile Activation, and Real-time Data Analysis. With a result of  12.80% boost in footfall” he added. 

Locala leverages location intelligence and machine AI to help brands make smarter business decisions and ultimately increase revenue. 

Learn more

Our team posing together at the Marketing Excellence Award Locala's at the table at the Marketing Award Excellence

Locala Unveils New Insights
for Hyperlocal Advertising

Ever wonder how your in-store foot traffic levels are evolving by area? Or why different media channels are more impactful in certain markets? Let’s face it; effective advertising campaigns are all about understanding your consumers. But it’s not just about knowing who they are; it’s about understanding where your brand stands in the local and national arena and the most effective ways to reach them.

Retail Insights Barometer 2023:
The New Retail is Rebelling!

Retail Insights Barometer 2023 by Locala:
The New Retail is Rebelling in Response to the Impact of Economic Challenges on Consumer Behavior

Paris, June 29, 2023 – Locala, an ad tech company specialized in geotargeting launches the third edition of its Retail Insights Barometer. Conducted in partnership with the Paris-based research firm Marketing Insights, this retail trend report is based on a survey conducted among a panel of 3,000 Europeans.
Among the 15 trends emerging from this new edition, 3 particularly stand out with similar results across Europe:

1. The economic crisis has a significant impact on consumer buying behavior and retailer strategies.

According to Sandrine Préfaut, Europe Director at Locala, ” Two thirds of European respondents are increasingly focused on budget restriction and “smart & useful” purchases.” 74% of surveyed Europeans believe in buying low-cost products. “We have indeed entered the era of the ‘price war’“, she notes”.

“Price has become the foremost concern for consumers, surpassing quality, choice, and fast delivery” she notes.

This trend, driven by inflationary pressures, encourages retailers to adopt a strategy of “discountization” with price competitiveness as the primary goal.

“For 38% of retailers, committing to low prices is the most effective action to increase their sales,” adds Sandrine Préfaut.

In this context, retailers’ strategies are being disrupted, and the focus is on regaining performance.

2. Profitability models are being overturned, and retailers are streamlining operations by entering a cost battle.

The current economic climate compels companies to invest primarily in supply and technology to control their costs.

After a year in 2022 where warehouse automation and digitalization became the pillars of business operations, companies continue to rely on new technologies to remain competitive, accelerate processes, and reduce errors.

“This trend is reflected in our retailers’ interviews.” A furniture sector advertiser told us, and I quote, ‘We are even more careful in managing cost control on every line'”, explains Sandrine Préfaut.

This cost battle is also expressed through new models aimed at achieving profitable and sustainable growth.

3. The “re” trend is becoming widespread: retailers are adopting new profitable and sustainable models.

Not surprisingly, the purchasing power crisis has given rise to what is known as the “re” trend: reusing, recycling, refurbishing, reselling, or repairing.”

49% of British people state that they are resorting more to second-hand and refurbished products,” notes Amaury Laurentin, Director of Marketing Insights, to illustrate this trend.

While eco-responsible consumption offers a competitive price alternative for consumers, it is also driven by a genuine search for sustainable consumption patterns. “According to our study, 52% of British people believe that we should no longer consume products that lack transparency in their manufacturing cycle,” highlights Sandrine Préfaut.

The COVID period clearly marked the emergence of a “New Retail” and the economic crisis that followed forced the sector to adapt to new consumer behaviors. In the face of the crisis, the New Retail is rebelling.

About Locala

Locala is the world’s leading commerce media platform, leveraging consumer insights and location data to increase brand awareness, drive consumers to store, and deliver smarter business outcomes. Our proprietary technology enables local advertising and insights at scale, all while meeting the highest user privacy standards in the industry.

Contact :
Pia Decarsin
Senior Global Communications Manager
+33686536840
pia.decarsin@asklocala.com

Forum Retail 2023

Locala is a proud partner of Forum Retail 2023, an event hosted by iKN Italy. This must-attend gathering for digital Marketers  will take place from October 26th to 27th, 2023, in Milano,  Italy,

Representing Locala at Forum Retail 2023 will be Benvenuto Alfieri, Country Manager Italy. He will take part in a panel conference focused on the CX trends of 2023, discussing digital advertising omnichannel strategies for a seamless customer experience.

 

About Forum Retail: Italy’s Premier Retail Event

Forum Retail, organized by iKN Italy, is a leading provider of managerial training and business events. Established in 2000, Forum Retail has evolved into the largest technological networking hub for the retail community in Italy, with the 23rd edition scheduled for 2023.

 

Discover the full speaker’s list and sponsors. 

Book a meeting

Meet us at APEX 2023

Locala participated in APEXtravaganza, an event hosted by APEX SG, on September 27th from 11:30 am to 2:00 pm at the Mapletree Anson Pantry Area in Singapore.
The Locala’s Singapore Team contributed to the excitement with a lucky draw, offering four prizes in total—one at our booth and three others at the APEX booth.

Vincent Pang, Managing Director APAC shared Locala’s expertise on advanced DOOH Planning at this leading industry event.

To learn more about how Locala can help your brand leverage location intelligence for advanced DOOH planning, activation and attribution, book a meeting!

 

Book a meeting

 

Picture of Locala's team at our booth at Apextravaganza  Picture of Locala's team showing our platform Retail Analytics

Introducing the Store Navigator

Locala is excited to announce the release of our latest innovative ad format, the Store Navigator! Using Locala’s proprietary location-based technology, the Store Navigator provides users with a brand’s nearest store locations, including information on distance, directions, and travel time depending on the chosen travel mode (walking, driving, public transportation, and more).The result : the Store Navigator enables advertisers to increase foot traffic by seamlessly driving consumers to their nearest store locations.

 

How it Works

With the Store Navigator format, users are presented with an ad that includes a call to action, encouraging them to shop in-store. When clicked on, users are directed to a map displaying the brand’s store locations, listed from nearest to farthest based on the user’s position. After selecting a store location, users can choose their preferred travel mode and assess the distance and estimated time to reach the store. From there, they receive directions on the optimal route to their destination.

The Benefits

Brands can leverage the Store Navigator to increase foot traffic and sales at their brick-and-mortar locations through an engaging and user-friendly advertising experience. Users, on the other hand, can seamlessly navigate to stores that are most convenient for them, based on their location and preferred travel mode. This feature saves valuable time and enhances their overall brand experience. Brands in the Retail, QSR, Automotive, and Grocery industries find this format highly valuable.

 

Creating Unique Experiences with Locala

At Locala, we specialize in creating unique and impactful experiences for our clients’ marketing campaigns. Our skilled design team works closely with clients to develop customized solutions that align with their specific goals and objectives. Whether it’s for mobile, DOOH, desktop or CTV, we are dedicated to delivering a high-quality and creative design that drives results.

To learn more about the convenience and accessibility of The Store Navigator, contact us today! 

 

Demystifying Digital Advertising: A Guide to Key Terms and Concepts in a Data-Driven World

The digital advertising space is constantly evolving as new technologies and practices arise, and the vocabulary changes just as rapidly. In a world driven by data and insights, understanding the nuances behind terms and concepts can make all the difference. Like many others in the industry, Locala adapts to these changing terms and even coins new ones to reflect our innovative approach in the digital advertising space.

To simplify things, we’ve created a brief glossary that highlights some of the key terms currently used in the advertising industry:

Territorial data: Socio-demographic information attached to a zone, provided by statistical bureaus.

Exclusive Shoppers: Those who have only visited your locations within the past month.

Switchers: Those who have visited both your locations and your competitors’ locations within the past month.

Most Valuable Prospects: Those who have never visited your location but, have a high affinity to the area where your location is and frequently visit those within the same category/go to your competitors. They have a High likelihood of becoming long-term, profitable customers.

Draw-In rate: Is calculated by dividing the number of visits by the sum of visits + passersby. For instance, if there were 10 visits and 90 passersby, the draw-in rate would be 10%.

Uplift: Footfall Uplift is the increase in footfall observed between the exposed and control groups, expressed as a percentage. The bigger the uplift is, the more we positively changed consumers’ behaviors.

Incremental Visits: Refers to the number of additional visits to a store that can be attributed to a specific marketing campaign. (Incremental visits are a subset of the visits).

Dynamic Commerce Areas: DCA gives marketers a better understanding of consumer behaviors and footfall trends within specific areas. By analyzing the data associated with a DCA, marketers can gain insights into customer behavior, identify areas of opportunity, and make more informed decisions.

DOOH: A new take on classic outdoor advertisements which enhances billboards, posters, and signage with new technology, enabling interesting new features such as interactions between the ad and its viewers, remote control of campaigns, real-time bidding for ad time on physical billboards, targeting of audiences.

CTV: Stands for Connected TV. – Is a subset of OTT. CTV is a TV that is connected to the internet via an internal device (i.e. Smart TV) or an external device (for example, Apple TV, Roku, or gaming consoles). Video content is delivered to a TV screen, through the internet.

OTT: ‘Over the top’ media which encompasses all Linear TV or Video on Demand (VOD) (e.g. AVOD or Broadcaster VOD) streaming content providers (such as Netflix, Hulu, etc.) These content providers distribute directly to viewers over the internet. OTT includes all devices and environments including Mobile, Desktop; App, Web and is not exclusive to CTV.

Device ID: A device ID is a unique, anonymized string of numbers and letters that identifies every individual smartphone or tablet in the world. It is stored on a mobile device and can be retrieved by any app that is downloaded and installed.

Territorial data: Socio-demographic information attached to a zone, provided by statistical bureaus.

POI Database: Locala’s POIs Database is aggregated by different suppliers and regularly fed by Locala ad-hoc requests It includes millions of Points of Interests references and locations all over the world.

Locala Named Finalist in
Digiday Technology Awards

Locala, the leader in commerce media solutions, earned a finalist position in the prestigious Digiday Technology Awards‘ Best Location Data Platform category. The Digiday Technology Awards celebrate innovative technologies shaping the future of media and marketing, 

The spotlight was on Locala’s campaign in collaboration with Captura Group for La Vaquita, which boosted the brand’s presence and in-store foot traffic.

Ed Silhan, Managing Director & CRO Americas for Locala, provided insight into the campaign’s success, stating, “Our challenge was to enhance brand awareness and boost sales for La Vaquita. To conquer this challenge, we embraced three core strategies: Audience Planning, Mobile Activation, and Real-time Data Analysis. With a result of a remarkable 30.6% uplift in visitation, we’ve demonstrated the power of location intelligence and data-driven marketing.”

Locala leverages location intelligence to help brands make smarter business decisions and ultimately increase revenue. 

Learn more about our solutions.

Beyond the Map: Transforming Location Intelligence Into Actionable Media Strategies

Location data is vital for digital advertising

In today’s data-driven era, the application of location and mobility data has significantly shaped the landscape of digital advertising. From strategic planning to campaign activation, companies are turning to this data to better understand their consumers and collect valuable competitive insights. Yet as companies like Placer.ai, Foursquare, and Near offer broad, data-centric solutions, one key question emerges: Are these platforms truly effective in helping marketers make the right decisions for their advertising campaigns? 

A recent eMarketer study indicates that 36% of marketers used location data to personalize their consumers’ experience. These figures illustrate the growing appreciation of location data within the marketing sphere. However, the majority of these solutions focus on data visualization alone, rather than providing tools to make advertising decisions. 

Data-Driven Insights for Advertising Campaigns

Unlike general location intelligence providers, Locala is a specialized player in the realm of digital advertising. Our approach to processing location data and developing consumer insights is advertising-centric, focusing on the areas that matter most for businesses aiming to increase their footfall through digital ads. With Locala, the ultimate goal isn’t just visualizing location data, but building a technology that seamlessly links location insights to digital activation. This combination is our key differentiator as it allows us to translate raw data into actionable advertising strategies for our clients. 

The ever-increasing complexity of the digital landscape requires not only access to data but also the right tools and expertise to utilize it effectively. There is so much data available currently, and it’s difficult to know what pieces are most valuable and how you can use them to influence your decisions. With the rise of Language Learning Models (LLM), the ability to train these models with domain-specific knowledge will dictate success. As advertising experts, we’re equipped to guide these models to deliver insights that are truly meaningful to your business. So you not only get the meaningful data, but we help you define how to use it to more effectively reach your goals.

Locala goes a step further than competitors

We understand the allure of data visualization for decision-makers.  The ability to see data trends and patterns can indeed be powerful. In fact, that’s why we’re in the industry. However, at Locala, we go a step further. We are not only concerned with making data digestible and relevant but also with ensuring it drives tangible results for your business. By aligning our technology and expertise with your specific advertising goals, we provide a solution that harnesses the full potential of location data for advertising. 

The real challenge lies in leveraging this data to its fullest potential. It’s time to move beyond simple data visualization and towards tailored actionable media campaigns. As we look to the future, the need for expert-driven, vertical-focused solutions becomes increasingly apparent. At Locala, we’re already there.

 

Integrating DOOH programmatic into omnichannel strategy: Locala’s three tips

Benvenuto Alfieri, Italy Country Director at Locala tells us how to best integrate DOOH into multichannel media strategies.

How to integrate DOOH programmatic into an omnichannel strategy? This is a recurring question for Marketers.  

Benvenuto Alfieri, Italy Country Director at the ad tech Locala offers a series of suggestions. “It’s been years now that RTB – Real Time Bidding has revolutionized the way advertising campaigns are designed and distributed,” says Alfieri. ” The old media strategy consisting of broadcasting commercials only on  billboards, TV, and display, with a single message and no contextualization or adaptation to the media channel, is almost over; the ‘almost’ means that the transition to  omnichannel is still ongoing and it is at the core of advertising strategies this year. 

It has become increasingly critical to reach audiences in the right place, at the right time, with the right message, on the most appropriate screen at that precise moment. In short, it’s about telling a story across various consumer touchpoints, making smart use of data, and adapting creative assets, and at the heart of this strategy is programmatic DOOH. Programmatic DOOH combines the power of Digital Out Of Home with the targeting, contextualization, and real time capabilities offered by programmatic buying. There are three main reasons to integrate programmatic DOOH into your omnichannel strategy.” 

1. Take advantage of the power of DOOH and go even further

Digital Out Of Home is a beloved advertising media because of its presence in consumers’ daily lives. With screens in the street, on public transportation, and in shopping malls, as well as in sports arenas, coloring our cities. Statista’s forecasts for the coming years show that its growth will continue unabated. Using programmatic buying means going far beyond its powerful reach. The principle of programmatic DOOH is to purchase DOOH using auction logic, through SSPs (Displayce, Hivestack which are integrated into Fusio by Locala) and DSPs (Fusio by Locala is Locala’s proprietary omnichannel DSP). This buying method allows advertisers to buy impressions in real time, based on targeting criteria. 

2. Revolutionary targeting and contextualization

Today, buying mass media with precise targeting is possible. The goal of programmatic buying is to deliver the right ad at the right time, in the right context, and in the right place for the target audience. For example, advertising a sunscreen in areas where there is a high presence of users interested in travel, or one that invites people to visit a particular store at certain times of day and in areas with a high concentration of the target audience. The programmatic DOOH also offers a solution present in mobile digital campaigns, such as DCO (Dynamic Creative Optimization). It is possible to adapt advertising to certain conditions, such as the weather, the results of a sporting event, and many other live variables.

Case Study: drive-to-pharmacies campaign for Eucerin 

Dentsu and Locala’s data-driven omnichannel planning combined the use of two strategically relevant advertising media channels to reach the target audience, mobile and DOOH. The platform’s machine algorithm with real time optimization

produced an increase in the campaign visit rate. Each channel had a specific strategic function: mobile allowed to reach the target audience in those areas of the territory where DOOH is less present; DOOH, on the other hand, thanks to Locala’s platform, ensured a greater presence of communication in metropolitan areas, with a particular focus on Northern Italy. A footfall uplift of +69% and a x2.5 visit rate (vs. benchmark visit rate of similar single-channel campaigns) are the results recorded by Eucerin, a dermo-cosmetic brand of the Beiersdorf Group.

3. Programmatic advertising simplifies the measurement of DOOH effectiveness in combination with mobile

If measuring OOH effectiveness was complicated for advertisers, it is now possible in real-time thanks to programmatic buying. In addition to the way campaigns are designed and delivered, programmatic buying has also revolutionized the way in which performance and results can be measured. In addition to traditional KPIs, it is possible to measure the impact of programmatic DOOH on the entire funnel. The advantage of this media channel is its versatility in serving both branding and drive-to-store objectives. We can therefore measure the impact in terms of Brand Lift (Locala collaborates exclusively with Happydemics for Italy).  

Lastly, thanks to the collaboration with Circana, Locala is able to provide detailed reporting on programmatic DOOH and mobile campaign impact. By integrating programmatic DOOH into your omnichannel strategy, you can be sure to reach your audience effectively and efficiently by being able to measure the impact and contribution of this advertising media on the overall strategy.

Ecoride by Locala

On June 8th, Locala hosted an exciting event called Eco Ride by Locala, which celebrated the eco-responsible initiative of cycling while supporting the preservation of the French forest and its biodiversity. This event, piggybacking on the UN’s World Bicycle Day, brought together 20 enthusiastic participants who volunteered to ride for a reliable mode of transport and adventure.

The Eco Ride offered a challenge accessible to all, whether riding a classic road bike or opting for a softer option with an electric bike. The goal was to not only enjoy the picturesque surroundings but also contribute to a sustainable cause. For every 100 kilometers cycled during the event, donations were made to finance tree planting through the Locala x EcoTree partnership.

Jean-François Coutanceau, in charge of the project, noted that “Over the course of the day, the participants collectively rode more than 1000 kilometers, showcasing their support for this eco-friendly initiative. Their efforts will make a difference in preserving the environment and promoting sustainable practices”.

Locala’s RSE Engagement in Sustainability

At Locala, we believe that Corporate Social Responsibility (CSR) is a fundamental pillar of our business approach, aiming to make a positive impact on communities. With a commitment to measuring the impact of their economic, environmental, and social activities, Locala actively supports the UN Global Compact and adheres to the Paris Climate Agreement.

Locala’s Initiatives for the Planet

Locala has been actively involved in raising awareness among employees about environmental issues in the digital industry and encourages Localers to take part in local and global efforts to reduce carbon emissions.

By collaborating with Ecotree, Locala contributes to the preservation and promotion of vibrant forests across Europe, ensuring the sequestration of CO2 and credible carbon removals.

The Power of Location and Mobility Data for Optimal DOOH Marketing

In the ever-evolving marketing landscape, businesses are always looking for ways to more effectively connect with their target consumers. With the rise of Digital Out-of-Home (DOOH) advertising, new and innovative techniques for audience targeting have emerged. One that has quickly gained traction and adoption among the advertising industry is the use of location and mobility data.

Location data reveals where consumers are, while mobility data paints a picture of their movement patterns. Together, they form a potent combination that empowers marketers to select the most impactful DOOH panels that will reach the right audiences.

Leveraging Location and Mobility Data for Audience Targeting

Let’s illustrate this concept with an example. Suppose you’re a car manufacturer looking to target a specific demographic – let’s say, 30-40-year-old urban professionals. By overlaying location data (which can indicate areas with a high density of this demographic) with available DOOH panels, you can select the ones that are most likely to reach your audience. Simply put, mobility data helps you optimize your DOOH panel selection based on real, actionable insights.

Map showing the points of interests in town and the different targets

The Role of Location Data in Measuring DOOH Impact

The power of location data goes beyond just precise audience targeting. It’s also a strategic asset for gauging the effectiveness of a DOOH activation. By analyzing the changes in in-store traffic patterns before and after a DOOH campaign, businesses can measure the impact of their campaigns on driving visits. This is especially useful for companies with physical locations.
Moreover, mobility data can fuel attribution engine technology, which helps brands optimize their DOOH activations and overall media mix by considering in-store traffic insights. This essentially allows for an accurate measure of the return on investment for each marketing channel, helping businesses to allocate resources more efficiently.

Choosing the Right Partner for Your Data-Driven Strategy

Locala, with its extensive database of over 300 million US users, is designed to support brands in their data-driven omnichannel marketing strategy. With its rich data sources and industry expertise, Locala can help you not only reach, but resonate with your target audience, making your marketing investments more effective and impactful.
The future of DOOH marketing lies in leveraging location and mobility data for better targeting, measurement, and optimization. This data-driven approach promises to revolutionize the DOOH landscape, helping brands connect with audiences in a more relevant and meaningful way.

Introducing The Flyer

Locala is thrilled to announce the release of our latest innovative ad format, The Flyer! The Flyer enables advertisers to deliver an interactive catalog experience in a digital, omnichannel environment. Moreover, users can discover and engage with new products and deals in a sustainable, eco-friendly way, while advertisers can directly measure the impact of their marketing investments.

How it Works

Using The Flyer format, users are presented with an engaging ad that includes a prompt to explore a brand’s catalog and offers. When clicked on, users are taken to an interactive environment where they can directly engage with a large variety of products and deals. The Flyer is an omnichannel ad format available across Mobile, Desktop and DOOH (Digital Out-of-Home) channels.

The Benefits

A common roadblock with traditional printed flyers is the inability to effectively track the impact of marketing dollars. With The Flyer, advertisers can increase brand awareness and drive consumer engagement by tracking and optimizing campaign performance in a digital environment. And as consumers and businesses become more environmentally conscious, the eco-friendly nature of the digital Flyer can help brands reach their sustainability goals.

Users can also easily connect and shop with brands without the need to download a retailer’s app or search for a brand’s product or discount online, creating a smooth user experience. This format is particularly valuable for advertisers in the Retail, Grocery and Automotive industries.

Creating Unique Experiences with Locala

At Locala, we specialize in creating unique and impactful experiences for our clients’ marketing campaigns. Our skilled design team works closely with clients to develop customized solutions that align with their specific goals and objectives. Whether it’s for mobile, DOOH, desktop or CTV, we are dedicated to delivering a high-quality and creative design that drives results.

To learn more about the convenience and accessibility of The Flyer, contact us today!

Lindsay Hackers joins Locala as head of new Toronto Office

Lindsay Hacker smiling wearing a green formal jacket

Toronto, Ontario – Locala, the leading commerce media platform, is pleased to announce the appointment of Lindsay Hacker as the Head of the new Toronto office. With her extensive experience in sales and programmatic advertising, Lindsay will play a pivotal role in driving Locala’s growth and expanding its presence in the Canadian market.

Before joining Locala, Lindsay held senior sales positions  at Quantcast, MiQ and JUICE Mobile where she achieved a successful track record.

“We are thrilled to have Lindsay join our team as the Head of our new Toronto office,” said Hadrien Bailly, Managing Director of Canada at Locala . “Her great leadership skills and deep understanding of the digital advertising landscape will be instrumental in driving our business forward and delivering innovative solutions to our clients.”

Locala’s expansion into Toronto represents an important milestone in the company’s growth strategy. By establishing a presence in one of Canada’s key business hubs, Locala aims to better serve its clients and further strengthen its position as the go-to commerce media solution for leading brands in the country.

“I am excited to join Locala and lead the new Toronto office,” said Lindsay Hacker. “Locala’s focus on leveraging consumer insights and location data to drive smarter business outcomes aligns perfectly with what the market is asking for in the current economic context. I look forward to working with the talented team at Locala and helping our clients increase their revenue.”

About Locala:
Locala is the world’s leading commerce media platform, leveraging consumer insights and location data to increase brand awareness, drive consumers to store, and deliver smarter business outcomes. Our proprietary technology enables local advertising and insights at scale, all while meeting the highest user privacy standards in the industry.

To learn more, visit asklocala.com

Miele chooses Locala and PHD for their drive-to-store campaign “For a Better Future”

Translated from Italian. Original version available here.

“You have chosen to be sustainable. Now keep doing it” – In February this year, Miele was at the center of an omnichannel advertising project dedicated to laundry line products (washing machines, dryers, and/or washer-dryers) and a promo created in collaboration with DaunenStep.

From February 16 to 28, by purchasing a Miele low-impact appliance, customers could obtain a quilt or a gift card from the famous household linen brand.

In addition to the drive-to-store campaign, Miele chose to activate digital and radio ads,  from January 30.

Locala put its 360° expertise at the service of the campaign objectives, from reaching Miele’s target audience to generating visits within the 81 selected retailer stores.

Given the need to work in a localized way on different POIs, PHD – Omnicom Media Group’s media, communications, and marketing agency – selected a player whose technology could give the right visibility to meet the client’s needs in the various regions involved. The agency was also looking for a partner with in-depth reporting capabilities to produce insights that could help implement different future marketing strategies.

By implementing an efficient mobile strategy, Locala reached the target audience (adult +30 yo) in close proximity to Miele stores (shoppers located within 15 minutes walking distance or 30 minutes driving distance).

In addition, Locala’s proprietary DSP, Fusio, made it possible to target high-spending households characterized by interests akin to the Miele’s brand: high-tech and design lovers.

In less than a month (from February 8 to 26), Locala’s campaign achieved the following results: increasing in-store visits by 11% and incremental visits by 13% compared to a previous drive-to-store activation done for Miele (January-March 2022).

Footfall uplift also achieved a higher score than before, 63% (+2 pts) with a visit rate of 0.90%.
Finally, the cost per total visit achieved a 49% optimization over the lowest range benchmark on industry and product type.

On the flip side,  the effectiveness of Locala’s technology also made it possible to monitor and collect very detailed insights on the performance of individual stores on a regional basis and according to socio-demographic criteria.

Stores in the Italian region of Campania generated 33% of total visits, making the region the best-performing region in terms of number of visits.

While in Puglia area, stores ranked second in terms of number of visits, achieving an optimized cost per visit of 45% compared to the total cost per visit of the campaign.

In addition, the 22 stores distributed in the following areas Emilia Romagna, Marche, and Puglia recorded 35 % of total visits.

 

Portrait of Andrea Scocarro

“The mobile strategy has now become an integral part of Miele’s omnichannel campaigns because it allows us to reach our target consumers near defined POIs thus optimizing drive-to-store campaigns. Locala’s technology and support have proven useful not only in the planning phase with PHD, but also by providing insights regarding online and offline consumer behaviors related to individual stores that are very meaningful to us and to our partners who have been able to test the potential of this solution.“

Andrea Scroccaro – Head of Marketing Communication at Miele Italia

 

“We are delighted that Miele and PHD have once again chosen to partner with us. I am extremely pleased with how the entire Locala team has demonstrated effectiveness and efficiency that made these results possible, obviously supported by technology that is unparalleled in the world of omnichannel campaign strategies.”


Benvenuto Alfieri – Italy Country Manager at Locala

“The four-handed collaboration we had with the PHD team allowed us to set up a strategy that best met the needs and KPIs of the Miele client. The results obtained confirm the importance of the implementation of tailor-made strategies, which Locala can provide with pre-campaign analysis and post-campaign insights, allowing the optimization of projects in the future as well.”

Daria D’Addazio – Sales Director of Locala Italy

About Locala

Locala is the world’s leading commerce media platform, leveraging consumer insights and location data to increase brand awareness, drive consumers to store, and deliver smarter business outcomes. Our proprietary technology enables local advertising and insights at scale, all while meeting the highest user privacy standards in the industry.

About PHD

PHD is the media, communications, and marketing agency known worldwide for its ability to innovate in planning and buying across all traditional and emerging media channels.
Founded in London in 1990 as a media planning agency, PHD now has more than 6,500 employees working in more than 100 offices in 74 countries.
Built on a culture of thought leadership, innovation, and creativity, PHD is now one of the fastest-growing communications networks in the world.
Innovation and creativity are also fostered through Omni Studio – a global collaborative platform that draws strength from across the PHD network – and Omni – Omnicom’s insight and precision marketing platform. The network holds the title Media Network of the Year 2020 and 2021 at the Cannes Lions International Festival of Creativity, M&M Global’s Network of the Year 2020, EMEA Media Network of the Year 2021 at the Campaign Awards, and is currently in the top four positions of the Warc Media 100 ranking, which selects the world’s most awarded agencies.
In Italy PHD is active in two locations, Milan and Verona.
PHD is part of Omnicom Media Group, a division of Omnicom Group Inc. (NYSE: OMC)

Introducing the Click-to-Text

April 27th, 2023 – Article by Mary Layden

Locala is very excited to release our latest innovative mobile ad format called the Click-to-Text. The Click-to-Text is designed to assist advertisers in increasing brand awareness while enabling users to easily initiate contact in an automated environment that encourages long-term brand engagement at scale. This feature also allows customers to communicate with brands effortlessly through an application they’re already using, as opposed to filling out a traditional contact form.

Random brand interstitial click to text video.

How it Works

With the Click-to-Text format, users are prompted with an ad that features a call to action. When clicked on, users are asked to verify if they’d like to send a text message. When selecting yes, a pre-written text message is generated in their messaging app, addressed to the advertiser’s phone number or short code.

The Benefits

The Click-to-Text is beneficial for both advertisers and the user experience. Advertisers can use click-to-text ads to generate leads, engage with potential customers, and provide customer support. Users, on the other hand, can easily connect with businesses without having to navigate through a website or make a phone call.  We have found this format to be particularly valuable for advertisers in the Retail, Automotive, Grocery, QSR and Home & Furniture industries. 

Creating Unique Experiences with Locala

At Locala, we specialize in creating unique and impactful experiences for our clients’ marketing campaigns. Our skilled design team works closely with clients to develop customized solutions that align with their specific goals and objectives. Whether it’s for mobile, DOOH, desktop or CTV, we are dedicated to delivering a high-quality and creative design that drives results.

To learn more about the convenience and accessibility of Click-to-Text, contact us today!

Cracking the Code: Why Cost Per Visit is the Ultimate Metric to Optimize Your Media Campaigns

April 24th, 2023 – Article by Mary Layden

Determining the best metrics to effectively optimize your media investments can be a daunting task. Between the fragmented media landscape, ever-changing consumer behaviors, and the increasing need for updated and customized attribution methodologies, it’s become increasingly difficult to pinpoint the right metrics that will help deliver the best results for your campaign. 

Defining the Right KPIs

As we know, media performance is linked to Key Performance Indicators (or KPIs).  As a best practice, marketers and agencies always define their objectives depending on the business outcomes they’d like to achieve. E-commerce brands, for example, typically track their cost per conversion, while offline retailers evaluate their in-store turnover.  While it’s easy to assume that everything comes down to Return On Ad Spend (or ROAS) the reality is that media efficiency is hard to define and monitor. 

Optimizing Toward Cost Per In-Store Visits

Optimizing media investment can mean lowering CPMs or increasing performance within the same budget.  For online businesses, it makes sense to optimize against CTR and conversion rates as the results can be measured in an online environment. Conversely, for retailers that are using digital media to deliver offline results (like an in-store visit) optimizing towards things like CTRs won’t be a great indicator of media efficiency and if they are delivering against their business goals. This is why more brands are turning towards business-driven KPIs like Cost Per In-Store Visit. This advanced metric allows advertisers to optimize their investments in real-time, ensuring they are tracking toward their goals and driving as much foot traffic to their brick-and-mortar locations as possible.

While Cost per In-Store Visit typically requires more setup and access to insights like mobility data and points of interest (or POIs), when used properly, brands are able to deliver massive returns on their investment.  Our clients like Nespresso and Hyundai have seen strong results when optimizing their media investments toward CPVs. This has also been an especially valuable tactic for our QSR clients, with almost all of them now prioritizing Cost per In-Store Visit as their number one KPI for their drive-to-store campaigns.

 

Mastering the Art of DOOH: How Effective Planning Can Supercharge Your Campaign

April 18th, 2023 – Article by Mary Layden

Over the past few years, there has been a significant shift in the advertising industry towards digital out-of-home (DOOH) advertising. With the rise of digital technologies, DOOH has become an increasingly popular way for brands to reach and engage with their target audience.  As DOOH has become more popular, it has also become more accessible with more and more leading OOH publishers providing access to their inventory through various Demand Side Platforms. As this trend continues, we’re seeing DOOH capturing a bigger share of the total media ad spend.

 
US digital out of home ad spending chart e marketer 2019-2026

DOOH Inventory

Whenever new inventory becomes available, brands immediately seek out the most effective placement options to reach their target audiences. This trend is reminiscent of the early days of programmatic display advertising when brands initially invested in inventory without a clear strategic plan, and then gradually refined their approach over time.

However, when it comes to new inventory, it’s important that brands don’t sacrifice targeting and relevance in the rush to activate it. To achieve maximum impact, brands need to take a strategic approach that considers factors such as audience demographics, ad formats, and placement options.

DOOH Planning

The planning phase is critical when launching an effective DOOH campaign, and mobility data is a key factor in selecting and activating the best placements. While OOH publishers already offer packages to group billboards for targeted audiences, DOOH opens up new possibilities.

Explore DOOH Picture

With mobility data, marketers can gain insights into the physical movements and patterns of their customers and prospects. Data scientists or AI models can then use these insights to determine the best areas to deliver DOOH ads. Locala, for example, has created a planning tool that leverages these insights to activate DOOH panels in the right location at the right time.

Recent data shows that DOOH campaigns activated based on mobility data insights are driving more in-store traffic than OOH campaigns activated at a DMA level. This highlights the importance of leveraging mobility data to optimize DOOH campaigns and drive better results.

Interested in learning more about DOOH with Locala? Get in touch with our team!

 

Google vs. Locala | Measuring Store Visits with Mobility Data & Location Intelligence

April 13th, 2023 – Article by Pierre-Emmanuel Padiou

Online conversion metrics have been around for a long time. For the past 20 years, marketers have been measuring things like bounce rates, conversion rates, and multi-touch attribution in order to determine the success of their campaigns. However, when it comes to measuring foot traffic that’s tied to a physical brick & mortar location, it’s not that simple. As a result, brands have been turning to new types of data and attribution methodologies to accurately measure the success of their drive-to-store campaigns.

The Rise of Mobility Data

More and more, advertisers are turning to mobility data obtained with user consent due to the valuable location-first insights it provides. Mobility data allows brands and retailers to better understand consumer behavior based on how they move through the world. Not only does this help them better reach their target audiences, it also allows brands to measure if a user visits their store following ad exposure. This helps bridge the gap between online ads and a physical store location, allowing advertisers to analyze trends and adjust media investment across campaigns. With these insights in hand, brands can reach the right audiences while increasing the frequency of their visits, ultimately driving better return on investment.

Measuring Store Visits with Google

Contrary to more traditional advertising metrics, there is no real industry standard to define a “store visit”. Google and Facebook used to provide estimated metrics for this KPI, but now only Google offers a explanation of their methodology:

“ Store visits use anonymous, aggregated statistics which are then extrapolated to represent the broader population of your customers”

Google then uses a panel to adjust their models. As a walled garden ecosystem, Google can only share aggregated insights at the campaign level.

Measuring Store Visits with Locala

The Locala platform operates predominantly in the open web (as opposed to walled gardens) in order to provide full transparency to the brands and agencies we partner with. We believe that campaign data should be owned by the advertiser, and provide on-demand analysis of campaign performance upon request. This transparency and access to campaign data has been key in building the trust required to deliver against advanced and unique KPIs for our clients.

Locala Platform

To capture store visits, Locala uses our POI Events Database that computes device dwell time while visiting or passing by specific points of interest.  When a mobile device with location tracking capabilities comes within the building footprint, the POI event is triggered, which records the time and location of the event.  

Then, our proprietary attribution and measurement technology leverages advanced algorithms to calculate lift values, all without the use of cookies. Brands can then leverage this data over the month to build audiences & insights, while optimizing specific targeting tactics within their campaigns.

Interested in learning more about measuring foot traffic with Locala? Get in touch with our team!

Locala Names Vincent Pang as APAC Managing Director

New York, April 13, 2023 – Locala, the leading commerce media platform, today announced the appointment of Vincent Pang as APAC Managing Director.  A Sales and Marketing veteran, Vincent has extensive experience working closely with advertisers from top brands,  including McDonald’s, Shell, MARS, Singapore Airlines, Heineken and more.

“ I am confident that Vincent’s 20 year successful track record bridging the gap between creative and media for a great variety of brand categories will be a valuable asset to our team as we continue to grow”, said Christophe Collet, CEO of Locala.

Before joining Locala, Vincent spent 5 years at the video advertising platform Unruly as Sales Director. His role involved working closely with Media Agencies and Brands to leverage emotional data for impactful advertising.

“I am fascinated with how each brand operates, and thoroughly enjoyed the process of finding the right solution for each of them. I look forward to partnering with Agencies and Brands who will benefit from Locala’s superior location intelligence in driving valuable consumers to store”, noted Vincent.

About Locala:
Locala is the world’s leading commerce media platform, leveraging consumer insights and location data to increase brand awareness, drive consumers to store, and deliver smarter business outcomes. Our proprietary technology enables local advertising and insights at scale, all while meeting the highest user privacy standards in the industry.  

To learn more, visit asklocala.com

Increasing Foot Traffic to Luxury Automotive Dealerships

In 2022, the automotive industry faced a number of challenges – from increasing economic concerns to rising inflation and supply chain disruptions. In order to stay competitive, many brands have relied on their marketing strategies to help drive sales in what is an unusually tough market. In fact, this year, the automotive industry is expected to spend over $18 billion on digital advertising in the US alone, a 10% increase from the previous year.

At Locala, we’ve seen similar trends among our automotive customers. Our Commerce Media Platform has helped brands like Audi and Volkswagen leverage consumer insights and location data to grow brand awareness, drive consumers to store, and increase revenue. Most recently, we partnered with a luxury automotive OEM on a holiday campaign who was looking to drive Hispanic audiences to their dealerships in key regions. Read on below to find out which targeting tactics and channels helped drive increased foot traffic to their dealerships!

The Client

A leading automotive luxury OEM wanted to launch a holiday DOOH campaign that would reach hispanic audiences within close proximity to their dealerships within the Miami, NYC and LA markets. 

The Strategy

Dynamic Commerce Areas
In order to drive foot traffic to the top OEM dealerships, Locala leveraged its location intelligence planning tool, which strategically targeted DOOH panels within high-concentration Hispanic areas in Miami, NYC, and Los Angeles.
Screen Shot DCA LA

Los Angeles

Screen Shot DCA Miami

Miami

Screen Shot DCA New York

New York

DOOH + Mobile 
Locala implemented a multi-channel campaign across DOOH and Mobile, with custom creative specifically targeted to hispanic audiences.

The Results

Through a location-first targeting approach and a multi-channel activation strategy, Locala was able to greatly increase visitation rates to the brands top dealerships:

  • 0.11% Visitation Rate
  • 2K+ Visits
  • $21.58 CPV

Overall, Locala was able to create a highly effective campaign that reaches the client’s target audience at the right time, on the right channel, in the right place.

If you’re interested in learning how location intelligence might work for you, reach out to our team using the form below!

Locala Names Hadrien Bailly Canada Managing Director

Wednesday, March 29, New York, NY – Locala, the leading commerce media platform, today announced the appointment of Hadrien Bailly as Canada Managing Director. His appointment marks a new chapter in Locala’s  North American expansion. After opening the Montreal Office four years ago, Hadrien helped sustain the company’s growth and recently led the opening of a new office in Toronto.

“Since joining the company almost 8 years ago, Hadrien played a central role in Locala’s global expansion. I trust his successful track record leading drive to store campaigns for leading brands in multiple markets will make Locala the go-to commerce media solution for leading brands in Canada.”noted Christophe Collet, CEO of Locala

A veteran in the digital advertising industry, Hadrien first joined the company’s Paris office as Sales Manager to then become Head of Sales for the UK before leading Locala’s expansion in Canada as Sales Director. Before joining Locala, he held numerous client-facing roles in the area of sales and business development, bringing over 10 years of experience to the team.

“Opening the Montreal’s office on the eve of a global lockdown was not an easy task but it proved to be the right timing as brands relied more heavily on digital channels to drive people back to stores and increase brand awareness. I am delighted to continue playing a part in the company’s expansion and ready to tackle new challenges! “ said Hadrien.

About Locala:
Locala is the world’s leading commerce media platform, leveraging consumer insights and location data to increase brand awareness, drive consumers to store, and deliver smarter business outcomes. Our proprietary technology enables local advertising and insights at scale, all while meeting the highest user privacy standards in the industry.

To learn more, visit asklocala.com

Locala receives two gold awards
at French Cas d’Or Ceremony

Paris – March 2023 – Locala, the world’s leading commerce media platform, received two Cas d’Or awards in the Omnichannel and Mobile to Store categories. 

This recognition echoes Locala’s dedication to levering location intelligence and machine AI to help brands make smarter business decisions and ultimately increase revenue. 

The first award recognized Locala’s omnichannel campaign success for Audi in partnership with with Ekstend media agency. During its September 2022 open house, Audi launched the AUDI NOW campaign, with the goal to promote new vehicles already available in dealerships.

The second award regonized Locala’s multilocal activation campaign for Hyundai, and was also conducted in partnership with Ekstend media agency. Hyundai wanted to increase foot traffic to their dealerships by maintaining a 2022 always-on campaign that promoted the brand’s flagship models and featured “open house” highlights.

 

About “Les Cas d’Or”

Started in 2017, Les Cas d’OR celebrates  Digital Marketing successes in France with award ceremonies bringing together key players in the field. More than 20 annual events take place in several cities across France.

This initiative gives companies and public organizations the opportunity to showcase referent use cases in Digital Marketing, Online Advertising, E-Commerce & Connected Commerce.


Locala Launches New Retail Analytics Features For Smarter Business Outcomes

More and more, marketers are facing challenges when it comes to identifying and reaching the best audiences that will ensure the highest return on investment for their brands.  Between new privacy regulations, and a lack of effective attribution and measurement reporting, many are left wondering – are my campaigns actually working? 

To address those industry challenges, Locala created Retail Analytics – a location intelligence platform that offers detailed insights into consumer shopping behavior at both national and local levels. With Retail Analytics, advertisers can analyze and track store visits, footfall trends, competitor cross-visitation metrics, and more, all while meeting the highest user privacy standards in the industry.

We’re excited to share the new enhancements to our platform that will help provide even more granularity and omnichannel insights for our customers advertising campaigns.

Here’s what’s new

1/ Enhanced geo-targeting.

Using the score function, you can easily remove unnecessary low areas of concentration and identify key zip codes to target. This will enable you to effectively target the right areas, and increase your client’s ROAS (Return on Ad Spend).

Enhanced geo-targeting

2/Targeting the best zip code for DOOH panel placements.

Our latest release includes new capabilities for geotargeting export and DOOH export, which allow you to extract top-ranking zip codes and DOOH panels within a designated area based on socio-demographic data and DOOH-specific criteria. This feature will help you identify the most valuable inventory for activation, and allocate your budget more effectively.

Targeting the best zip code for DOOH panel placements.

Leveraging location intelligence to target the best audience, activate the most effective channel, and measure results has never been easier!

To learn more about our Retail Analytics features and other advertising solutions, please contact us today.

Kitchen Aid partners with Locala and IGPDecaux to launch a OOH+Mobile drive-to-store campaign

Translated from Italian by Travod. Original version available here.

Milan, February 2 – KitchenAid, known for its small household appliances as the perfect combination of professional performance, quality and iconic design, has adopted Locala’s Street-to-Store omnichannel solution featuring IGPDecaux’s OOH advertising: a fusion between digital and external communication producing better results than activating each channel separately.

The OOH+Mobile campaign, aired in Milan from November 7-20, 2022, was custom designed to meet the specific needs of KitchenAid and its main aim was to continue and expand the conversation with the target audience, by illustrating details of the current promo. The banner distribution in apps targeted users in the 35-60 age group, high spenders, lovers of design and cooking who had searched online for KitchenAid or competing brands and who had visited one of the stores with similar products in the last month.

Thanks to AdSquare Planner, IGPDecaux built up a custom OOH network of 200 displays, positioned in areas frequented by the target audience and close to the selected store locations. Both media channels were activated to ensure the maximization of the advertising investment.
Overall, more than 750,000 impressions were seen by users passing near the OOH locations or who were near stores. By clicking the banner, the user discovered further details of the ad which, thanks to the purchase of a small KitchenAid appliance, allowed them to recover part of the cost via live experiences. In addition to this, 33 million contacts were brought by the OOH campaign with a 94% reach on Milan residents.

The campaign produced significant results. A 0.5% visit rate was recorded on users exposed only via mobile, 0.7% on users exposed only to OOH and a percentage that rises to 6.3% when analyzing the visits of users exposed to both channels. The omnichannel campaign, therefore, performed brilliantly, generating 9x the result of visits that would have been achieved by planning only the OOH and 12x by mobile channel only.
Lastly, it’s worth pointing out that the OOH displays with the highest request of impressions were also those that, at the planning stage, had shown a high target compatibility index, proving the efficiency of the analyses done beforehand.

Giovanna Flore, KitchenAid SDA’s Marketing Manager says: “At a particularly competitive time of the year, we decided to increase the visibility of our first reward program by making use of the integration of OOH and mobile assets offered by IGPDecaux and Locala, with which we achieved significant results in terms of visibility and traffic generated both online and offline”.

Michele Casali, IGPDecaux’s Marketing & Data Director: “In an ever more complex context where standing out and attracting people’s attention is a key element for communication projects, through objective and data-driven information like those illustrated above, IGPDecaux and Locala show that OOH+Mobile multimedia is a winning combination for maximizing the effectiveness of campaigns”.

Benvenuto Alfieri, Country Manager at Locala Italia added “The generation of tangible results for KitchenAid, together with IGPDecaux, has been key for us. We are delighted that the collaboration with IGPDecaux continues to bring innovation to the Italian and international market, in the OOH+Mobile environment”.

IGPDecaux
IGPDecaux is leader in Italy in external communication. Surface Transport, Airports, Subways, Urban Decor and Bill Posting are the media to which we apply our Out-of-Home and Digital Out-of-Home communication solutions, always ensuring that they blend harmoniously into the urban context to make cities more welcoming, enjoyable and comfortable.

Locala Appoints Mary Layden as VP Marketing for the US.  

1579014239009

New York, NY, March 1st, 2023 – Locala, the leading commerce media platform, today announced the appointment of Mary Layden as VP of Marketing for the US market. A SaaS and AdTech veteran, Mary has a successful track record driving revenue growth and developing impactful marketing strategies for companies with a global reach.

“I am excited to join the Locala team at a pivotal time in the company’s global expansion,” said Mary Layden. “With new user data privacy regulations being implemented in the US, I  am excited to bring a privacy-by-design commerce media solution to brands looking to maximize the impact of their ad spend while staying compliant. “

Prior to joining Locala, Mary served as Director of Marketing, North America for CARTO, the world’s leading cloud-native Location Intelligence platform. In that role, Mary was responsible for leading the North American marketing strategy, implementing a wide range of integrated campaigns designed to increase brand awareness and drive regional growth.

“We couldn’t be more excited to welcome Mary Layden to our Locala family as the new Vice President of Marketing for the US market. Her extensive industry background and exceptional skills will be instrumental in achieving our global growth strategy.” noted CEO of Locala Christophe Collet. 

About Locala: 
Locala is the world’s leading commerce media platform, leveraging consumer insights and location data to increase brand awareness, drive consumers to store, and deliver smarter business outcomes. Our proprietary technology enables local advertising and insights at scale, all while meeting the highest user privacy standards in the industry.  

To learn more, visit asklocala.com

Locala Apoints Benjamin Soubeille as EMEA Marketing Director as part of the company’s European expansion

Paris, February 14, 2023 – Locala, the leading commerce media platform, today announced the appointment of Benjamin Soubeille as EMEA Marketing Director. Bringing 15 years of experience in digital advertising, Benjamin will lead the company’s marketing efforts and foster a culture of collaboration across the EMEA region.

Benjamin brings a wealth of knowledge to the team. He started his career at Mediacom as an Account Manager for various clients, including in the Automotive, Entertainment, and Consumer Packaged Goods industries. He then joined digital media and advertising sales houses, such as Lycos, Microsoft Advertising, and Yahoo, where he held different roles in Sales and Marketing.

“We are thrilled to welcome Benjamin to the Locala team,” said Sandrine Préfaut, General Manager Europe. “His expertise in digital advertising and his experience working with global companies will be invaluable as we continue to grow and expand our offerings in the EMEA region. We are confident that his leadership and creativity will drive growth and help us achieve our goals as we continue to expand.”

“I am honored to join such a dynamic and innovative company. I am eager to work with the team to drive growth in the EMEA region.” said Benjamin.

“The appointment of Benjamin Soubeille as the EMEA Marketing Director marks the beginning of a new chapter in the company’s journey. The team is excited to welcome him and looks forward to his contributions”. added Sandrine Préfaut.

About Locala:
Locala is a commerce media platform giving brands the ability to target their exclusive shoppers, switchers, and most valuable prospects in the areas with the highest business potential to increase store visits and raise brand awareness.
To learn more, visit asklocala.com

Say goodbye to radius targeting, and hello to travel time

Article by Pierre-Emmanuel Padiou

The topic of geomarketing is steadily gaining traction, especially as advertisers are looking for inexpensive, easy, and reliable targeting solutions.

Users are no longer searching for locations based on distance, but on the maximum travel time it will take them to get there. Picture this: You are looking for a place to eat near your office. As a user you want to be able to select one that requires no more than a 15-minute driving distance, instead of knowing that this location is 2.3 miles away. 

Luckily, at Locala six years ago we developed a core technology to help: Isochrone Targeting. This technology effectively targets areas based on driving or walking time around your location(s). As we are privacy compliant, you can target and scale the right audience at a local level!

Guess who started to highlight a similar feature: Google. If you’re searching for hotels in Google Maps, you will notice you can now choose one based on travel time. Now is the time for marketers, and advertisers to invest in a similar approach. Why? If users are venturing to locations with travel time in mind, you will need to capture and reach these high-potential consumers that are outside of a traditional radius.

Are you interested in learning more about how our commerce media platform can help your brand reach more consumers and drive business growth?

Contact us!

Locala Names Sandrine Préfaut as Europe Managing Director

Sandrine Préfaut expands her role to fuel company growth across Europe

New York, NY, January 30th, 2023 – As part of Locala’s global expansion as a leading commerce media platform, CEO and Founder Christophe Collet today announced the promotion of Sandrine Préfaut to Europe Managing Director.

“ Since joining Locala as France Managing Director three years ago, Sandrine has been instrumental in developing a successful French business strategy”, noted C. Collet. “I trust her leadership and industry knowledge will continue to fuel Locala’s growth as we expand globally”. ”

S.Préfaut brings 30 years of experience holding senior management positions in media advertising including CEO of Vizeum. Media Buying Director for Carat and Media Manager at Procter and Gamble.

“ In the current economic climate, brands are looking for a trusted partner that can bring them the highest return on their Marketing investments. I am thrilled to lead Locala’s European expansion as we evolve from a drive-to-store to a commerce media platform to better meet the needs of our clients. We have developed new tools to help them further improve their growth strategy. From a management perspective, I strongly believe cross-functional collaboration is key to sustainable growth and I look forward to working with Locala’s talented team across Europe to start this new chapter”.

About Locala:
Locala is a commerce media platform giving brands the ability to target their exclusive shoppers, switchers and most valuable prospects in the areas with highest business potential to increase store visits and raise brand awareness. To learn more, visit, www.asklocala.com

Locala Unveils Dynamic Commerce Areas

New York, NY, January 16, 2023 – Locala, the commerce media platform helping brands target their most valued customers and drive them to stores, today announced the launch of Dynamic Commerce Areas (DCA) .

Understanding consumers mobility trends and defining affinity areas has been at the core of Locala’s offering since the beginning. With the rise of commerce media, developing a closed-loop solution to go beyond location-based advertising and reach the right audience segment to get the best results is key to help brands navigate the demands of the new consumer journey.

Dynamic Commerce Areas takes geo-contextual  targeting one step further by  leveraging live mobility flux to highlight areas where people are most likely to visit a store later on.  When targeted, pre-existing visitors and  passersby’s travel habits allow a bigger impact on the conversion rate and overall foot traffic.

“Simply put, leveraging our mobility, purchase, and intent data enables our platform to drive incremental visits and sales” notes Christophe Collet, CEO of Locala.

“ With the rise of commerce-driven media, investing in the right technology to yield the highest results on ad spend is critical to stay competitive. Partnering with Locala has helped us increase our clients’ incremental revenue and access valuable insights to reach their audience. We trust that DCA will help increase ROI and drive footfall and sales for our clients” says Suzana Lay, Agency Planning Director at the Grove Media.

Developed in compliance with GDPR,  the strictest privacy regulation framework in the world, Locala’s DCA empowers brands with a reliable and powerful digital marketing tool that respects consumers essential right to privacy.

“ In the current economic climate, brands are looking to invest in reliable advertising that can yield the highest return. Our technology unleashes the power of data to refine customer targeting while meeting the highest privacy standards. This is a natural evolution from our drive-to-store focus.” adds Christophe Collet, CEO of Locala.

About Locala: 

Locala is a commerce media platform giving brands the ability to target their exclusive shoppers, switchers and most valuable prospects to increase store visits and raise brand awareness. To learn more, visit, www.asklocala.com

Ready to get started?

Get in touch