News

SeeSaw unveils Life Pattern Marketing methodology, workshops

September 5, 2007

SAN FRANCISCO — SeeSaw Networks, a digital out-of-home media company, introduced a new methodology, called Life Pattern Marketing, that maps a person's life stage and daily routine and weaves customized advertising into the person's life. SeeSaw is launching a workshop series for media agencies and advertisers to strategize on the application of this new advertising framework.

"Life Pattern Marketing can be the primary way a brand reaches people or a powerful companion to traditional media strategies," says Peter Georgescu, chairman emeritus of Young & Rubicam and author of the book The Source of Success. "SeeSaw's approach to Life Pattern Marketing opens new doors for advertisers who are facing challenges in reaching their highly mobile target audience."

Life Pattern Marketing enables advertisers to place brand messages with relevant content in the most desirable places and at the most desirable times, aligning their brands with difficult-to-reach, highly mobile people. Blending relevant ads into daily routines when and where people are approachable helps messages more effectively engage audiences.

For instance, by varying the number of venues included in any particular week of a campaign an advertiser can attain the proper ad frequency or repetition. Accordingly, new brand introductions may require many concurrent venues whereas an established brand may need fewer venues per week but run for a longer period of time. Advertisers can also choose to simply reinforce their message in each venue each week or allow a story to develop across each placement.

The first step of this methodology requires media planners and advertisers to map the work, play and social routines of a target audience. The next step is to evaluate the advertising opportunities within the target audience's routines and then weave an advertising campaign through these life patterns. Finally, the advertiser tailors the advertising schedule over time to reach the appropriate repetition or frequency and customizes the ad creative across venues to attain the most effective treatment.

SeeSaw defined several life-pattern profiles characterized by factors such as interests, life stage, demographics and consumer behavior. College students, mobile millennials, business professionals and alpha moms are some of these highly sought-after profiles.

"The keys are context and relevance. People's awareness of an ad correlates with the venue it is in, their mind set at the time, whether they recently saw the ad somewhere else, and the social interactions at that venue," said Monte Zweben, chairman of SeeSaw Networks. "For example, a short, attention-grabbing ad for a new sporty automobile appearing on a digital screen in the elevator at a workplace can be reinforced by a longer, more detailed ad on a screen in a golf cart that enlists an enthusiastic discussion among the weekend golfing foursome."

The company's workshop series pairs veteran SeeSaw industry executives with agencies and advertisers to aid in the adoption and execution of this methodology. Interested marketers should contact SeeSaw to schedule a time for the fall workshop series.