Splicky relies on a second, renowned Swiss data partner with intervista

The demand-side platform (DSP) Splicky is consistently expanding its targeting options for programmatic Digital-Out-of-Home (DOOH) campaigns in Switzerland. Thanks to a new cooperation with the Swiss research institute intervista, advertisers can now also access an extensive and novel range of data for the Swiss market.

Advertisers book their programmatic campaigns for Mobile, Desktop, DOOH, CTV and Digital Audio via the demand-side platform (DSP) Splicky. What began with the integration of target group data from Senozon around a year ago is being consistently continued with the cooperation with intervista; Swiss quality data for the programmatic purchasing of DOOH in Switzerland. While Senozon offers a variety of primarily socio-demographic target groups from its mobility model and the daily and fully anonymized evaluation of mobile phone data from Sunrise, the new intervista data is based on primary data collections, such as mobility data from the Footprints panel and interviews from the Online panel. As a result, campaigns can now also be controlled on the basis of usage and interest data. A novelty for almost the entire Swiss DOOH inventory.

intervista provides hourly and weekday-accurate affinity values for the screens for around 150 target group variables. These values indicate how strongly a certain characteristic within a target group is over- or underrepresented at a certain location and at a certain time. The higher the affinity value, the more specifically the desired target group can be reached. «These data allow target group targetings to be implemented on a data-driven basis», says Beat Fischer, member of the Executive Board at intervista.

The range of variables includes, among other things:

• Lifestyle and interests: Hobbies, leisure activities (e.g. shopping, cinema) and sporting activity (e.g. hiking, jogging)
• Consumption and brand preferences: Ownership of cars in various price ranges, customer relationships with specific banks, insurance companies, health insurance companies or mobile phone providers
• Mobility behavior: Air travel or train use
• Freely available investment assets

Thanks to these extensive target group data, advertisers can now minimize wastage even more efficiently via Splicky, target additional target groups in a targeted manner and thus increase the impact of their Advertising.

«The demand and use of data and in particular from Swiss data providers has risen constantly in the DOOH sector. They do justice to the medium, increase efficiency and proximity and are already regularly incorporated into the setup of programmatic campaigns», says Florian Walz, Country Director Splicky Switzerland.