High street bank, TSB has has launched an out of home mortgage advertising campaign, designed by Manning Gottlieb OMD and Talon, to combine real-time mobile data with the OOH industry standard planning tool Route.
The agency used BlisMedia’s infinity+ platform to locally analyse the real time mobile data generated from over 200 million daily ad impressions over two weeks to pinpoint and map people who are actively in the market for a new mortgage.
Data collected included user location, location history and housing market browsing history, accessed through both apps and websites. It will be used to craft a targeted TSB out of home ad campaign.
Nigel Gilbert, chief marketing and communications officer at TSB, said: “This innovative new approach can really help land TSB’s proposition ‘Local Banking for Britain’ by addressing real consumer interests and needs at a local, personal level – with relevant and compelling messaging for people actively seeking a mortgage.”
Sophie Pemberton, client account manager at Manning Gottlieb OMD, said: “This is a great example of using data to produce highly targeted plans.
“The outdoor campaign will now not only raise awareness of TSB mortgage products but will do so amongst those who we know are in the market for a new property.”
Manning Gottlieb OMD’s has over 60 clients, including the Virgin Group, Sony, Specsavers, and John Lewis.
Last week, Chris Woods from Manning Gottlieb OMD UK, took the Drum and Men’s Health’s ‘Fittest in Media Challenge’, scoring a sweet 144 points.