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The benefits of telco data for the modern marketer of tomorrow

3 Reasons to Use Telco Data in Campaign Planning

28 April 2022, Thursday | By: Giulia Grazzini
3 min read
telco data with Adsquare

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

Make your Media Budget Work Smarter with Telco Data

In the ever-evolving world of data-driven advertising, marketers are constantly looking for the next future-facing approach to reach customers while complying with strict data privacy regulations. 

With these business goals in mind, Adsquare is increasingly investing in unique partnerships to offer telco-infused segmentation for more successful targeting experiences. Telco data, also known as mobile network data, is combining movement data with CRM data in an aggregated and anonymised form and connecting it to a geographic level such as postal code.

These geo-located audience segments allow for the indexing of where certain groups are overrepresented during certain moments of the day. This means that programmatic advertisers can understand exactly where their target audiences will be at any given time and target the right local context without relying on cookies, Mobile Advertising IDs, or other identifiers classified as personal identifiable information (PII). As a result, the approach is fully GDPR-compliant and respects the privacy of consumers completely.

Adsquare has recently secured strategic partnerships across markets, respectively with O2 Motion, Skyrise, CKDelta, and Teralytics allowing media buyers to activate telco-infused segmentation for omnichannel campaigns on all relevant Demand Side Platforms via Adsquare´s Audience Management Platform (AMP) and Adsquare´s OOH Planning & Activation Platform.

In summary, leveraging telco data for programmatic campaigns is key because of:

  • Privacy Compliance: Marketers are able to better understand and reach consumers in the physical and digital world without sacrificing data privacy – the new consumer mobility datasets work independently of any online identifier, thus helping to implement privacy-safe marketing strategies.
  • Budget Optimisation: By targeting only geometries or OOH locations where the target audience is present at any given time, campaigns can be delivered with a lot more precision. Deliver campaigns to locations where there is a large existing market for a category, but a brand’s share of that market leaves room for growth and conquesting, avoiding budget waste. 
  • Omnichannel Activation: Reaching consumers and measuring campaign results across the full variety of touchpoints available is fundamental. Telco data can be leveraged across OOH, Video, Desktop, Mobile, Audio, CTV and Social. With telco data and the ability to measure key campaign results in real time, you can identify optimisation potential and subsequently adjust, for example, channels, creatives and budgets whilst your campaign is running, making your media budget work smarter. 

If you’re interested to learn more about our solutions for the planning, activation and optimisation of omnichannel campaigns, please don’t hesitate to get in touch with our data experts here: Get in touch. 

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

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