Describe the company – the elevator pitch …
Kinetic is the global leader in contextually connecting and activating audiences on the move. Data and technology has given us the possibility to identify people’s behaviours and, with that, the possibility to understand mindsets and leverage intentions when they are on the move. By understanding audience journeys, physically and emotionally, we effectively connect and activate people on the move, strategically bridging the one-to-many to one-to-one communications at scale.
How are you different?
Out of Home (OOH) has traditionally been about paper posters and focused on buying a number of panels across a two-week cycle. In the last number of years, we have changed our approach to now buying an audience and ensuring that context is at the core of what we deliver. For example, day-part messaging on digital screens, aligning mobile strategies with OOH through geo-fencing or beacon technology or introducing new and upcoming technologies to our campaigns.
— Kinetic Ireland (@KineticIreland) March 6, 2017
Why will the company / product do well?
As leaders in connecting with audiences on the move, Kinetic is continuously thinking beyond the traditional billboard, and exploring what audiences do while out of the home. It’s no longer solely about paper posters but finding the best way to connect with consumers while they are out of their home. A study conducted by Forrester found that, while 54% of marketers stated they feel they can deliver the seamless brand experiences necessary to reach customers, only 16% stated their brands have the actual capability of merging contextual data with customer data for this purpose. In response, Kinetic is enabling clients to tap into location, cultural and real-time triggers, which will deliver on mapping, targeting and planning against context and intents across all relevant touchpoints for audiences on the move.
Where are you based?
Kinetic Ireland has offices in Dublin and Belfast. Globally, we are active in 34 countries worldwide, ensuring we have the scale, partnerships, and location expertise to deliver the most efficient and accountable marketing solutions.
When was the company launched?
Kinetic Ireland has been in operation since 1990 delivering innovative and efficient OOH solutions across a broad range of clients. Simon Durham and Carol Hogan established Kinetic (then Poster Plan) to offer a superior level of service and innovation to clients and media agencies.
— Kinetic Ireland (@KineticIreland) March 3, 2017
What have been your biggest wins to date?
We work on a wide range of both local and international clients such as Coca-Cola, Heineken, bSkyB, Universal Pictures, Ford Motors, Vhi Healthcare, Safe Food, Brennans Bread and many more!
What type of people (market segment) are you trying to attract to your product?
We work with clients across an array of sectors such as FMCG, insurance, telecoms, transport, utilities, entertainment etc. We also work closely alongside media agencies.
Tell us about your team?
We have a team of 30 people across our Dublin and Belfast office divided among Client Service, Marketing & Insight, Graphic Design, Operations, IT and Finance. The team blends experience with youth, bringing a fresh approach. We invest heavily in Insight to better understand how consumers behave outside the home. Recent studies include ‘The Persuasiveness of Digital OOH’, ‘The Effectiveness of Rail OOH and also ‘How shoppers interact with OOH on the Path to Purchase’. We take these learnings to deliver an audience-led planning process.
We have a dedicated SBU, Kinetic Innovation, which looks at crafting experiences by using innovative technology as a tool rather than a strategy. The team has been responsible for several media-firsts and award wins over the past few years.
What are you long term plans for your product / company?
In today’s era of ad saturation and blocking, we believe we need to reinvent the strategic planning process in order to move beyond impressions and share of voice in order to ignite action and value exchange. We view locations as ecosystems where media and behaviours are determined by context. We believe we can change the way agencies deliver communications solutions by unlocking the full potential of contextual variables, and building the process to truly activate journeys.
Globally, we are also looking at developing a programmatic buying platform for OOH media. The solution will offer greater efficiency, more precise audience targeting, and enhanced real-time optimisation opportunities that can be measured against specific client goals. By using third party platforms, we integrate our planning system, Aureus, with the inventory of media owners, creating a private marketplace.
What are your favourite tech gadgets?
Kinetic is interested in any technology or gadgets specialising in contextual marketing, mobile activations and digital screen technology. Kinetic recently attended both CES and the Mobile World Congress and were blown away! Drones, Wearables, VR headsets all offer new possibilities to connect and deliver richer experiences to people when they are on the move.
How do people get in touch with you?