Viacom Outdoor Choose MICROVISION to strengthen their Advertising Proposition
Following a 4-way pitch, GMAP Consulting, the Market
Intelligence arm of the Skipton Information Group and sister
company of EuroDirect, has won a contract to provide Viacom Outdoor
with MICROVISION, their flagship market
analysis and targeting tool.
The Viacom Outdoor is the UK 's leading transport media sales
company offering a wealth of advertising and sponsorship
opportunities. Covering the UK 's buses, London Underground,
Docklands Light Railway, major tram, national rail and coach
networks, Viacom Outdoor offer their clients a compelling media
proposition for effective advertising campaigns.
Viacom Outdoor have taken MICROVISION to obtain a thorough
understanding of the local catchments around each of the London
Underground Stations. This will enable them to add value to their
client propositions for outdoor advertising by allowing them to
develop bespoke Marketing Insight Packs for their clients,
identifying the best locations for each campaign.
For Viacom Outdoor, MICROVISION has been pre-loaded with
catchments definitions for each of the 275 tube stations in Greater
London alongside a wealth of both consumer and business
intelligence. Inclusion of Blue Sheep's business data has enables
Viacom Outdoor to analyse the size, type and number of businesses
located within particular station catchments. In addition the
inclusion of EuroDirect's consumer CAMEO classifications means that
Viacom Outdoor can readily understand the residential and workplace
demographics of these areas.
MICROVISION enables the quick and easy production of catchment
maps, reports and proximity analyses and allows users to benchmark
tube stations along individual lines to rank them by their market
potential for each particular promotion.
Steve Cox, Strategic Planning Director of Viacom Outdoor comments:
"We are always looking for new and innovative ways to help our
clients achieve maximum return on investment from their advertising
campaigns. By using the power of MICROVISION to harness both
consumer and business data we have been able to add real value to
our client proposition."
Kirk Dobie, Managing Director of GMAP Consulting adds: "It is
great to see our flagship product filtering into a diverse range of
sectors and this is a classic example of how MICROVISION can assist
above-the-line advertisers."