Confirming its position as an innovator in the targeted lifestyle media space, Primedia Unlimited subsidiary TLC Unlimited has announced the launch of a new mobile geo-targeting advertising platform. Falling under a new division named TLC Mobile, the offering enables advertisers to convey strategic and geographically focused SMSs via an advanced database system.
This allows for the targeting of specific audiences based on cross-demographics such as; location, age, gender and income.
TLC Group MD Brett Tucker explains; “The beauty of our mobile geo-targeting platform is that we’re able to pinpoint strategic advertising messages to individuals who precisely match an advertiser’s target profile. The mobile application also enables us to leverage the platform to encourage specific individuals to answer brand-related, research questions in real-time.
“For example, we are able to dispatch demographic-specific SMS, MMS, Video, PDF, slideshows to more than 20-million respondents nationwide. Even if only a small percentage of consumers reply, you are able generate massive consumer insight at half the cost of traditional research, and all in the matter of minutes. The return on investment is enormous given that the messaging is so highly targeted, direct and measurable.”
The first campaign to utilise the new TLC Mobile offering was for client Audi, synonymous for its ‘Vorsprung durch Technik’ positioning, to deliver a mobile call-to-action campaign. Stringent campaign criteria included that it take the form of a precise, three-day burst, with a specific focus on high earning female consumers who live within a 10km radius of the Sandton, Fourways or O.R Tambo International Airport Audi dealerships.
The message sent was short, sharp and price specific .This resulted in one of the highest call to action campaigns, in terms of sold vehicles in the company’s history.
Tucker says that the launch of the new TLC Mobile offering is yet another step in TLC’s journey towards filling in the gaps of its coverage of the entire consumer path to purchase.
“In recent months we’ve engaged in an expansion of our presence in LSM C malls and the launch of products such as our innovative new Fotoactiv app, Salon Media and Fashion Cam. These combined with the results from our first dedicated Footcounter study, unequivocally prove that out of home media is a highly measurable medium, capable of offering detailed stats to clients seeking clear proof of consumer engagement, on their media investment,” says Tucker.