VGI transforms ad platforms using Rabbit Card data
VGI Group is showing its prowess in operating an advertising platform business by transforming the out-of-home advertising landscape.
Responding to digitally influenced industry changes, it is offering unique packages of offline-to-online platforms and the utilisation of consumer behaviour and lifestyle data on Rabbit Cards to achieve measurably effective communication to consumers.
Nelson Leung, deputy chief executive officer of VGI Global Media Plc, the country’s first and leading operator of a data-centric media hypermarket, said that, as a result of the tendency for today’s consumers to spend their lives out of home and use online media, the out of home (OOH) industry has reached a crossroads.
VGI has radically transformed how it offers advertising platform packages by introducing a combination of offline and online platforms that employs Big Data about consumer travelling behaviours and lifestyles for advertising planning.
This will assist marketing professionals and ad agencies in formulating marketing campaigns and increasing consumers’ purchase decisions.
Nielsen Thailand conducted a study on the media’s influence on brand awareness and purchase decisions among customers of 11street, a Korean online shopping company and the first customer for VGI’s bundle package of Skytrain station take-over for media on three stations –Siam, Chit Lom and Phrom Phong.
Data collected from 400 commuters found that a combination of ad platforms at Skytrain stations and on trains with online platforms increased their purchase decisions by 60 per cent.
In contrast, using only TV advertising or an online platform increased purchase decisions by only 27 per cent.
This indicates that using an offline platform and online platform (O2O) together will double customers’ purchase decisions.
VGI Group can offer a great variety of packages to tailor to each customer’s specific needs.
“We are able and willing to provide O2O solutions, the first of their kind in Thailand, as we maintain the most comprehensive, largest and most diversified portfolio of OOH platforms here that can be used to achieve access to consumers throughout the market,” said Leung.
“We are also equipped with a large database of information about Rabbit Card use, including those about demographic features and consumer spending behaviours, which can be analysed to ensure proper advertising planning and reach of target consumers of the product owners who seek to convey their advertising or promotional messages more effectively,” he said.
