Best Technology

Winner

Trinity Mirror

Pinpoint

Summary

In 2015 Trinity Mirror launched pinpoint in beta to create a smarter local advertising solution for their nationwide advertiser base. pinpoint is an app-mediated, hyper-local mobile platform that intelligently targets smartphone users with location-based advertising.

The system enables advertisers to send geotargeted mobile messages, previewed in sponsored push notification, to a network of opted-in users, aggregated across our universe of national and regional app titles. The network currently comprises 28 titles including national brands such as The Mirror and the Daily Record, and regional powerhouses such as the Manchester Evening News. At time of writing, the pinpoint audience exceeds 2m handsets.

Highly Commended

Channel 4

BSkyB (Sky Sports)

Summary

Data has been at the heart of Channel 4's digital strategy for many years, and their viewer database has now reached well over 13m. They have connected with their viewers and developed a personal relationship through their digital service All 4, which means they understand their needs, motivations and interests. After extensive development, in 2015 Channel 4 launched the first personalised VOD ad format in the market; Ad 4 You. The technology permits them to serve, at scale, video advertising personalised by a users name, location, personal interests, gender, age and even by factors including current weather conditions.

 


 

Shortlisted

4C, 4C Advertising Analytics

YoSpace & Channel 4, Dynamic Ad Insertion for All 4

Judge's Comments