Today was presented at The Valley business school (Madrid) the new tool for audience tracking, action measurement and campaign activation APPcelerate. The launch of APPcelarate was developed within the framework of the “Bye Bye Cookies, Welcome Geoaudiences” conference, which consisted of a welcome breakfast, a presentation of the tool and a round table moderated by Macarena Estévez.
Macarena Estévez, Círculo Ingenio Analítico, presented the conference with a brief introduction on the following topics APPceleratehighlighting the “excellence, precision and agile working style” that she has experienced working with Abacus Consulting.
Álvaro de GraciaCEO of Abacus Consulting and of APPcelarateIn front of a hundred professionals related to digital marketing, he presented his vision of the immediate future of programmatic advertising from the perspective of geographic data and presented his new commitment to develop applications that help the industry to improve ROI and control results.
“We enrich audiences, but not only where they are located. For example, we also combine different data sources, we offer highly accurate information related to mobility, events at macro and micro level including spectator attendance prediction and the ratings of the event users themselves,” said de Gracia.
The geo-audience is an “anonymous audience, contextualized to geographic data and with self-serving consent to be impacted based on their geographic location,” noted Alvaro.
Two consumers with similar social profiles but very different moments.
APPcelerate enriches audiences with various layers of information (socio-demographic, zero and first party data, CRMs, surveys…) offering very precise and geo-localized profiles to be able to impact this audience both on mobile and outdoors and thus produce reliable reports for monitoring the campaign.
The platform APPcelerate platform has arrived to manage the process of audience identification and measurement as well as campaign activation from a single application. After a first test period and a second period of real activation, the CTR of the campaigns was 5 times higher than the market benchmark (0.2%). This data is being audited by Deloitte, which will soon introduce a new document reflecting the assurance and effectiveness of this technology.
The participants in the round table.
Javier Galilea, Chief Grouth Officer of APPcelerate, explained the platform’s outdoor planning and measurement (OOH, DOOH, pDOOH) aspect to the audience. APPcelerate has begun working with two industry giants, Clear Channel’ s D3CK and JCDecaux’s VIOOH.
After this presentation, Macarena Estévez, CEO of Círculo Ingenio Analítico, moderated a round table discussion on the end of cookies and the arrival of new measurement algorithms.
Roundtable participants agreed on the need for new tools that apply algorithms to campaign activation and measurement.
Marta LopezAddressable & Delivery Operations Manager at the media agency of the Dentsu GroupThe need to adapt to the constant changes occurring in the sector and the suitability of more reliable tools for audience measurement and how “platforms such as AppCelerate help us understand our different audiences.”
Beatriz de Paz, Product Manager of OOH GroupM Spain, highlighted how the outdoor ecosystem did not stand still during the pandemic, and that solutions ‘made in Spain’, such as
APPcelerate
are the result of this period of reflection and paradigm shift.
Ana García Blanco, Global Consumer Insight Manager at Ikea Spain, noted the need for better tools to understand and analyze consumers.“We seek to know where our consumers are and I am surprised by the integration of APPcelerate , which is fundamental in these times,” she said.
For Pedro Fernández, Product Director at ClearChannel, the most important thing about audience knowledge is to know what it can be used for: “The big challenge is to transform this data into activation. This technology comes to add up.
Álvaro de Gracia, CEO of APPcelerate.
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