August Community Update
Much of August was spent getting ready for the official launch of Quadrant Audiences (powered by Foursquare), our new audience segments product, here in Singapore.
Audiences uses real-world location data to help marketers and advertisers deliver superior campaigns. We were pleased to announce it with a bang during August — a real highlight for the month.
Beyond that, we took advantage of the Singapore National Day period to run an analysis on footfall data across various leading malls in the city and how it likely impacts sales.
We also explained why advertisers should learn to love location data in a blog post.
Quadrant Audiences Launch Party
We were joined by our partners from Foursquare and Lotame at the launch party of Quadrant Audiences as we outlined what it does and how it benefits media planners.
Over 38 advertising and agency professionals joined the event which started off with a welcome note followed by presentations and Q&A session with Tyler Simmons, Managing Director APAC at FourSquare, Kevin Huang, Commercial Director at Lotame and Mike Davie, CEO and Founder at Quadrant.
The welcome note came from Quadrant’s Senior Business Development Manager, Julian Escande who introduced the speakers and after the Q&A announced the chance to win a two-night stay at The Andaman, A Luxury Collection Resort, Langkawi.
A closer look at National Day Parade location data
Every year in Singapore, the National Day Parade NDP period in August sees a lull for malls as locals travel abroad, resulting in a relatively quiet and unprofitable few days.
However, if they plan their marketing and advertising in advance with real-world location data to target potential customers based on footfall across different parts of the city, malls can attract more of the shoppers left in Singapore during the period to shore up their balance sheets.
Quadrant analysed footfall traffic at a handful of the most popular malls across Singapore including ION Orchard, Junction 8, Jurong Point, Marina Square, Raffles City, Serangoon Nex, Takashimaya, The Paragon, The Seletar Mall, and The Shoppes at Marina Bay Sands.
You can read the full blog post here.
Why advertisers should learn to love location data
Recently, we partnered with out-of-home (OOH) advertising solution provider Quorum to help them accurately target what we call the “consumer in motion” — shoppers when they’re out and about, rather than at home.
With this recent partnership in mind, we thought it would be a good opportunity to revisit the importance of location data in advertising campaigns more generally.
You can read the blog post in full here to get the deep dive on how location data boosts the effectiveness of advertising and marketing campaigns.
