Increase the impact of RTB campaigns by activating data from shopping centres and catchment areas.
Since 2 019, MyTraffic analyses footfall and car traffic around and within malls for retailers to help them monitor their performance and diagnose the commercial appeal of a street, district or town. Today Displayce and MyTraffic are making this data available for pDOOH campaigns in France to:
- Finely target the desired audience using socio-demographic criterias,
- Increase the impact of your pDOOH campaigns to the shopping center's catchment area.
How is the data collected?
> Socio-demographic data:
MyTraffic acquires socio-demographic data from Michael Bauer. These data come from reliable official sources, namely INSEE and Eurostat for France.
> Passenger and vehicle flows:
MyTraffic partnered with several geolocation data provider who collect data through mobile applications using the smartphone's GPS captor. They are able to provide data from tens of millions of unique users by country, on a portfolio of apps that ensure no bias by gender, age, geographical origin or socio-professional category.
This data is geographically accurate to within 5 to 10 meters, making it much more precise than the data relayed by mobile operators' network antennae, which are accurate to within 100 to 200 meters.
How to set-up my targeting?
The set-up is done in three steps:
- Select the zone you with to target:
- it can be within the malls or
- the malls and the catchment areas;
- Select the audience you with to target using age, gender, household or revenue;
- Add to your plan and review the score to target the number of screens / impressions you with to achieve.
Can I modify the catchment area?
The catchment area has been calculated by MyTraffic to target the streets with a heavy vehicule flow and is cannot be modified.
Can I use several segments?
You can select several segments, however MyTraffic does not provide intersection in between several segments, meaning that if you use "Women" and "High Revenue" you will both target women and people with a high revenue.
The only exception being gender + age using the specific segment.
What is the "household" segment?
Household allow you to target families for 2 people or more. We will automatically filter malls that have a high % of visitors being family members.
Understanding the score:
The score represents the multiplication factor compared to the median for all shops.
Basically, if you select a score of 2, the shopping centre has twice more footfall of the targeted audience than the median for all shopping centres. If you select 19, then you have 19 times more footfall audience than the median.
Is there a heatmap?
You may have noticed that heatmaps are available for Adsquare or Carrefour data provider. However, there is no heatmap for MyTraffic segment. As per today, MyTraffic does not provide the footfall/traffic information by hour for each audience (genre, age, etc.), meaning your campaign will broadcast at any time, unless if you define specific hours in the set-up of your line item.