Case Study: “Aureus” a planning and placement tool using Bing Maps

Ricky's Microsoft Maps Blog

Kinetic is an out-of-home media planning and buying agency with 38 offices worldwide, including one in London in the United Kingdom (U.K.). Out of home is the industry term for outdoor advertising, a market worth billions. Formats for outdoor advertising include billboards and street furniture—and in many cases their location is a crucial factor when planning a media placement campaign. By placing advertisements in locations relevant to a brand’s targeted audience, Kinetic ensures that they’re seen by the right people at the right time—and as often as possible.

Kinetic wanted to enhance its media planning platform by upgrading its mapping technology. The outdoor media agency chose Bing Maps for its flexibility, breadth of coverage, and user-friendly visualization tools. The firm’s media planning tool Aureus incorporates Bing Maps, allowing Kinetic planners to show clients the relevance of their media placements across thousands of locations in minutes. The technology is supporting the…

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Mindshare and Kinetic join forces for Cannes Lions interactive event map

The Cannes Lions International Festival of Creativity is the world’s biggest celebration of creativity in communications. As the most prestigious international creative communications awards, more than 28,000 entries from all over the world are showcased and judged at the Festival. Winners receive the highly coveted Lion trophy, presented at four award ceremonies throughout the week.

The Festival is also the only truly global meeting place for advertisers, advertising and communication professionals. Over 9,000 delegates from 90 countries attend seven days of workshops, exhibitions, screenings, master classes and high-profile seminars by industry leaders such as Dan Wieden, Sir John Hegarty, Bob Greenberg, Maurice Lévy, David Droga, Mark Tutssel, Sir Martin Sorrell and Tham Khai Meng, as well as people like Mark Zuckerberg, Ben Stiller, Yoko Ono, Kofi Annan, Steve Ballmer and Bob Geldof.

This years Cannes Lions event which took place from the 17th to the 23rd June, saw Mindshare helping its clients and partners navigate the venues and streets of Cannes through an interactive map designed by Kinetic’s applications development team

In its rooftop penthouse, Club Mindshare, one of three large screens was given over to an interactive map of the event showing bars and restaurants, the schedule for the Lions event, local weather and Mindshare contacts.

Mindshare commissioned Kinetic to produce the application calling on the Out of Home planning and buying agency’s extensive experience of Bing Maps, Silverlight and mapping applications. Kinetic was able to produce a functionally-rich application which allows users to interact directly with the map and its contents through the touch-screen interface, on which the Mindshare team can update content locally as they ‘diligently’ research the bars and restaurants around Cannes.

Mindshare CTO Steve Plimsoll commented from Cannes: “The application is already proving useful, with lots of engagement from delegates attending the Club Mindshare venue.”

As of yet the use of mapping tehcnologies within Media Advetising and Creative Comms has not fully reached the dizzy heights but with agencies such as Mindshare and Kinetic truly realising the benefits of platforms such as Bing Maps we should start to see many more……..Watch this space !!!