Geolocation targeting - Point of Interest by Echo Analytics

Overview

In Digital Out-of-Home (DOOH) advertising, targeting Points of Interest (POIs) has become increasingly prevalent among advertisers. Imagine a coffee brand placing ads near bustling cafes or a fitness app promoting itself near gyms to drive foot floors or brand consideration. This contextualized approach enhances relevance, engagement, and ultimately, campaign success.

Displayce has partnered with Echo Analytics to provide POI data in its Demand-Side Platform. With Echo Analytics, you get access to over 70m of POIs in the physical world.

What is a Point of Interest (POI)?

A Point of Interest (POI) is a specific location or area of interest, such as landmarks, attractions, or businesses. Generally, POI includes Point of Sale (POS), which is the location where transactions occur between a merchant and a customer, such as retail stores.

Why is it beneficial to use a paid POI library rather than an open source solution?

Although open source solutions are attractive due to their no or low cost, using a proprietary POI library offers significant advantages:

- Data quality: Echo Analytics' database includes POIs for renowned brands (Nike, Dior, Galeries Lafayette, Lacoste...) and multiple industries, offering more comprehensive and reliable coverage than many open source solutions.

- Regular updates: with paid libraries, you benefit from regular and reliable data updates. Changes, such as store openings and closures, are closely monitored and quickly reflected in the database.

- Support and customer service: Echo Analytics provides dedicated customer support and customization services, ensuring that the data is optimized and tailored to the specific needs of users. Displayce also uses POI data monitoring to detect POIs with low coverage, thus ensuring the quality of data accessible on the Displayce DSP.

The collaboration between Displayce and Echo Analytics allows agencies and advertisers to access a comprehensive, reliable, and up-to-date global POI database. With these data, advertisers can create highly targeted, contextualized, and reliable programmatic DOOH campaigns, ensuring that their messages reach the right audience at the right place.

How to Access Echo Analytics within the DSP Platform

1. Create or open a line item in a Real-Time Bidding campaign.
2. In the 2^nd step "Targeting", you can browse Echo Analytics' POI data in the "Points of Interest" tab.
   
3. Select as many data points as desired, but make sure the total number of targeted frames remains under 10k (otherwise you can not move to the next step).
4. Selected items will appear in the  section. Feel free to adjust the radius to refine your targeting scope.
5. Visit the "Insight view" on the map to overview all your POI's projected impressions.
   
   
   
   

Note: Since Echo Analytics' data is not hourly data, the time has no impact on your targeting or the heat map view.

Examples of POI category

• Automotive
  • Car Services
  • Motorcycles and scooters dealership
  • Car manufacturer
  • ...
• Business & Services
  • Post office
  • Travel agency
  • Wholesale
  • Real estate agency
  • ...
• Food and Dining
  • Bakery
  • Food court
  • Beverages
  • Ice cream shop
  • ...
• Healthcare
  • Pharmacies
  • Hospitals
  • Laboratories
  • Pet care
  • ...
• Public Places
  • Museum
  • Library
  • Tourist attraction
  • Education
  • ...
• Retail
  • Grocery store
  • Footwear
  • Electronic goods
  • Clothing store
  • ...
• Sports and Recreation
  • Fitness center
  • Theater
  • Stadium
  • Nightclubs
  • ...
• Transportation and Travel
  • Petrol station
  • Car rental
  • Train station
  • Airport
  • Bus station
  • ...

POI Data Availability by Country

The Echo Analytics POI dataset is currently available in the countries listed below.

FAQ: I cannot find the POI I was looking for, what can I do?

In case you cannot find a specific POI, either by its brand name or by its type, you can try the following steps:

1) Due to technical issues, special characters are not included in the POIs names. Thus, if you are looking for "H&M" you actually need to look for "HandM" and if you are looking for "Sainsbury's" you actually need to try "Sainsbury s", etc. 

 2) A great way to avoid any technical constraint is to use SearchAI: the intelligent data bar located near audience data, it will retrieve the correct POI very quickly and might even offer several interesting suggestions.

3) If you still cannot find your POI, please feel free to contact us: certains POIs can be hidden due to a lack of information given from our provider ECHO, but we might be able to retrieve the list on our end.