Shopper Media Group today launched Shopper Ai, a new heat map-based media planning tool that enables a new level of precision targeting and efficiencies for retail out-of-home buys.
It overlays shopping centres nationally to identify the most effective retail out-of-home buy in the Australian marketplace.
Shopper Ai collates multiple data providers, including Australian Bureau of Statistics, Roy Morgan, Transaction Data from APRA, Tourism Research Australia, SEIFA, Australian Government Productivity Commission and the real-time shopper analytics data collected by market-leading technology MIST into one data ecosystem.
With more than 400 categories and multiple sub-categories, Shopper Ai has the capability to place a powerful and unique lens over the shopping journeys of Australian consumers.
Shopper Media Group CEO Ben Walker said: “We have created the most intelligent media planning tool that overlays multiple data sources into a heat map that allows clients to visually view where in Australia, and which shopping centres, will deliver the best buy for their campaign.
“We wanted to be transparent and give buyers and agencies a holistic view of where to weight or where to buy.
“Rather than simply push to our centres, we map the capabilities of all centres to provide the most effective retail mix, as we recognise that a multi-channel approach will realistically deliver greater efficiencies,” he explains.
“Shopper Ai offers an incredible depth of data, with more than 400 consumer-spend potentials and heat mapping of real-time results through our pairing with MIST and our SmartLite network.
“We can, in real time, view consumers in our centres and identify the best times to deliver targeted content to those consumers,” added Walker.
Since launching in 2015, Shopper Media Group has focused on expanding reach in grocery-centric hubs.
Its network of high-tech SmartLite digital panels now spans over 250 shopping centres, reaching more than 6.2 million Australians per fortnight.
National sales director Grant Kirkby said: “Our partner agencies and clients will also have the ability to ingest their own data sets, and when overlayed with our data ecosystem, we can visually show them the best audience-led solutions for their campaign.
“Not only does Shopper Ai identify the best retail mix, it identifies the shopping centres that will benefit from higher weighting due to the volumes of audience using those specific centres in each market,” added Kirkby.
“Shopper Media Group’s vision is to create, innovate and provide service leadership within the retail Out-of-Home industry.
“With more than 250 shopping centres in our portfolio, we can deliver on personalisation at scale, and with our Ai market-leading technology we can reach different communities at different times.
“Shopper Ai means we will lead the industry in delivering data-first efficiencies for creative campaigns,” said Walker.
The introduction of Shopper Ai continues to build on Shopper Media Group’s capabilities to meet tomorrow’s challenges and contribute beyond its business to the industry.