Credit: JOLT
JOLT’s Spark Intelligence AI platform gets ads closer to target audiences and reduces wastage.
By integrating real-time mobility data and AI optimisation, Spark Intelligence can shift digital-out-of-home campaign delivery to reach precise audiences at scale.
JOLT ran AI-optimised campaigns with twelve major brands, including Polestar, Target, NAB, UniSuper, Origin Energy, Schweppes, and American Express, monitored by third party measurement studies.
Every campaign delivered measurable improvements in effectiveness and business outcomes. The data also challenged common assumptions about DOOH planning.
The gap that AI closed
In most campaigns, the highest-value audience windows - the moments when target audiences were most concentrated and most likely to act - were often under utilised.
Finance category campaigns, for example. Those audiences concentrated their intent between 3pm and 7pm on weekdays; well outside the business-hours window where most financial services media runs. The Spark Intelligence AI platform identified this in real time and shifted delivery towards it, resulting in significant and measurable uplifts.
Every category had a similar version of the gap - and every time, Spark Intelligence AI was able to identify and close it.
What happened when it did
The results challenged standard assumptions about how DOOH works.
Retail brands saw two in three store visitors arrive within ten days of first ad exposure, while 31% acted after just two exposures - overall prompting a 76% lift in store visitation. This proves that JOLT campaigns can be a fast-acting medium.
Brand metrics moved alongside the behavioral ones. Finance brands recorded a 26% lift in brand consideration among exposed audiences - outperforming every competitor measured in the same study.
Tim Debenham, JOLT national sales director, said the trial confirmed something the team had suspected but needed data to prove. "Scheduling has always been the last thing optimised in a DOOH plan - built around availability rather than audience concentration. The category patterns that JOLT’s Spark Intelligence AI identified are now consistent enough that we can plan for them from day one. The brands that did outperformed every competitor measured in the same study."
What this means for planning
Spark Intelligence AI gives scheduling the same analytical attention traditionally given to digital targeting - it’s not an argument against standard DOOH planning, which still delivers broad reach and brand presence. But for campaigns with specific audiences or conversion objectives, optimisation closes the gap between where ads run and where your audience is, enhancing campaign efficiency.
Spark Intelligence doesn’t overhaul media plans, it sharpens them.
The second phase of the Spark Intelligence program is now open to brand partners. Details are available at joltcharge.com/au/advertising/
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