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Screenvision Expands SITO Alliance To Behaviorial Analytics, CRM

SITO Mobile has created a separate data management platform to connect location and behavioral data.

Cinema advertising network Screenvision is the first client of geotargeting specialist SITO Mobile’s analytics offshoot, as it, like all other marketers these days, wants to do a better job of predicting consumers spending habits via their location patterns.

The new unit is called SITO Labs and is being positioned as a comprehensive foundation for customer relationship management.

As the location technology becomes more mainstream, powering the Internet of Things and voice search, the use cases are moving beyond finite ad campaigns to permanently underlying all connections and understanding between businesses and consumers.

“SITO Mobile’s launch of SITO Labs represents our initial steps toward productizing and monetizing our owned-and-operated data asset and is part of our broader efforts to leverage the complementary value of our data management platform and its powerful location-based mobile data,” said Jon Lowen, SITO Mobile’s EVP of Operations and Product Development.

The Upgrade

For Screenvision, which runs advertising that reaches 14,300 screens at roughly 2,300 movie theaters in all 50 states, the use of SITO Labs is an “upgrade” from the two companies’ collaboration on the geo-targeted ad program, Project Lynx.

That effort which was unveiled at the cinema ad network’s 2015 upfront. Project Lynx was aimed at national retail marketers and agencies with the promise of allowing greater ability to connect location-based ads at and near movie theaters to drive in-store purchases.

“We’ve made a strong commitment to leveraging mobile and other technologies to elevate our moviegoer insights and in turn, deliver greater value for our clients,”aid John McCauley, Screenvision’s Chief Strategic Development Officer.

McCauley pointed to a “solid alliance” with SITO as part of the reason for the expanded alliance.

“As a company, we are always looking for opportunities to strengthen our audience targeting capabilities for brands,” he said. “Gathering additional behavioral data points about who comes to the movies each week, and what they do once they leave, is invaluable in this effort.”

Seeking Differentiation, Competitive Edge

SITO embarks on this analytics offering as a number of location tech providers expand their own analytics intended to provide greater understanding of who, where, when, and how consumers’ purchase decisions are influenced and made.

It’s an increasingly crowded space. With marketers and agencies often expressing concern about the lack of difference among the various players promising deeper knowledge of consumers based on the places they go, scale and geo-data accuracy are paramount from a competitive standpoint.

For its part, SITO says its “owned-and-operated marketing platform provides access to more than 98 percent of U.S. and Canadian mobile consumers via more than 200,000 of the most popular apps.”

When asked for more specifics about it gathers its data from, a SITO spokesperson said the company relies on multiple sources, including bidstream data (which is accessed when a consumer opens an ad on one of SITO’s partner publisher apps or pages), as well as its own SDK and beacon-level data (which allows consumers to opt-in and share certain marketing information).

In the end, SITO “feeds approximately 4.5 trillion monthly data points through its machine-learning algorithms – thus continuously improving its location-based audience targeting and real time delivery optimization.”

Ultimately, the proof comes from the clients and Screenvision’s McCauley’s endorsement is a good sign the SITO is likely to see commitments to SITO Labs from existing as well as new clients that the new unit is charged to pursue.

“As a company, we are always looking for opportunities to strengthen our audience targeting capabilities for brands,” McCauley said. “Gathering additional behavioral data points about who comes to the movies each week, and what they do once they leave, is invaluable in this effort.”