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Primesight launches Primemobile Live real-time reporting platform

Monday April 13, 2015 at 2:04pm
Primesight, in conjunction with On Device Research, has launched Primemobile Live, which the two partners claim is the first real-time reporting platform for outdoor advertising campaigns. The online portal, which is open to Primesight’s customers, will provide instant access to consumer feedback by reporting data on campaign awareness and resultant changes in attitudes and actions as they develop during the campaign period. Clients can now access performance data on their campaigns while the campaign is in display. Those using digital displays can also use this real-time data to establish a recommendation to change the weight of exposure, or to make creative changes which will optimise the display towards the most effective creative treatments and so improve ROI. Data can be analysed by audience segment, individual creative treatment and GPS location. The real-time reporting builds on data captured from Primesight’s proprietary tool Primemobile which tracks consumers throughout their day. It provides instant access to consumers’ ‘in the moment’ thoughts, direct from their mobile device via an API feed, to an out-of-home planner’s PC or mobile internet enabled device. Mungo Knott, Marketing & Insight Director of Primesight, says: “Our focus is to deliver effective results for our clients. We have developed this tool to provide them with faster and therefore, more valuable access to data which will help them understand the key audience metrics that their campaign is generating during the critical campaign display period.”
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