Introduction: The Rise of Location Data in OOH
Out-of-Home (OOH) advertising has evolved significantly over the past few years. As traditional media competes with the rapid rise of digital alternatives, OOH has found a new edge in the advertising world: Mobile location data. Once an industry reliant on estimations and broad demographic predictions, OOH now leverages advanced technology to gain precise audience insights, transforming billboards, transit ads, and digital displays into dynamic, data-driven channels.
Location data in particular, has become a game-changer, allowing advertisers to select prime advertising spots based on real-world audience behaviour. But it’s not just about choosing the best locations; Mobile location data also enables advertisers to verify that their campaigns effectively reach the desired audience. When combined with computer vision and cameras, OOH advertising becomes even more powerful, providing accurate measurement and optimisation capabilities.
In this blog post, we’ll dive into the role of location data in OOH advertising, explore the benefits it offers compared to other data sources, and examine how a platform like AdMobilize can revolutionise your advertising campaigns.
# 1: The Benefits of Mobile Location Data Compared to Other Data Sources
Location data offers unparalleled insights that can outperform other sources of data. Unlike traditional audience measurement techniques that rely on generalised demographic information, location data provides real-time, context-aware insights into where people go and how they behave in different environments.
For OOH advertisers, this means knowing not just who is passing by an ad but also understanding their habits, preferences, and patterns. By analysing foot traffic data and combining it with behavioural insights, advertisers can target specific audience segments more effectively. For example, if a campaign is focused on reaching young professionals who are into sports, location data can reveal the areas where this demographic is most active, helping the marketer place ads where they will have the most impact.
Furthermore, geofenced location data provides a level of granularity that is often missing in other data sources. With precise geolocation insights, advertisers can refine their targeting to specific streets, neighbourhoods, or even times of day, ensuring that every dollar spent on OOH advertising delivers maximum ROI. We work with leading partners in the industry, like Intuizi & OnAudience to collect the highest amount of quality data.
# 2: The Benefit of Having a Platform That Organises This Data by Each OOH Site and Automates Reporting
One of the challenges with utilising location data in OOH advertising is managing the vast amounts of information generated. This is where having a dedicated platform that organises data by each OOH site becomes invaluable.
A centralised platform can aggregate location data, map it to specific OOH sites, and provide a clear view of how different locations perform against key audience segments. By organising the data in this way, advertisers can easily compare sites, track performance, and make data-driven decisions about where to place their next campaign.
Moreover, automation plays a crucial role in streamlining this process. A platform that automates reporting can save time and reduce human error, allowing advertisers to focus on strategy rather than manual data analysis. Automated reporting also ensures that advertisers receive up-to-date insights, enabling real-time optimisation of campaigns.
For example, if a particular site isn’t delivering the expected results, automated reporting can trigger alerts, allowing advertisers to adjust their strategy on the fly. This dynamic approach to OOH advertising maximises efficiency and ensures that campaigns stay on track to achieve their objectives.
Point 3: The Benefit of Having Cameras on a Percentage of Locations to Add Precise Counting for Real Impressions
While location data offers valuable insights into audience segments, it’s essential to verify that the ads are actually being seen by the intended audience and reaching the number of Impressions that were bought. This is where adding a layer of computer vision using cameras comes into play.
Cameras placed at a percentage of OOH locations provide precise footfall counting achieving real impressions, going beyond estimates and providing concrete data on how many people were impacted and engaged with the ad. This technology can detect when someone looks at an ad, measure the duration of the engagement, and even analyse demographic information like age and gender. All of this in an entirely anonymous way, without any personal data being processed at any point in time.
This combination of mobility data coming from Mobile phones and computer vision enables advertisers to validate their campaigns with unmatched accuracy. Not only can they prove that their ads reached the desired audience, but they can also optimise future campaigns based on the insights gathered from camera data. This is a powerful way to ensure that advertising budgets are spent effectively, delivering measurable results that justify investment. We are already helping dozens of media owners in over 30 countries collect accurate data, check one of our use cases here.
Conclusion: How a Platform Like AdMobilize Can Help You Collect, Organise, automate and Verify OOH Data
At AdMobilize, we understand the importance of precision in OOH advertising. Our platform is designed to help you collect valuable location data, organise it by site, and automate reporting to ensure your campaigns run smoothly. By integrating computer vision and cameras at key locations, we provide you with accurate impression counts, verifying that your ads are seen by the right audience.
Whether you’re looking to optimise a programmatic OOH campaign or refine your direct buying strategy, AdMobilize connects you to the AdTech ecosystem, making it easy to plan, execute, and measure your campaigns. With our comprehensive solution, you can make data-driven decisions, enhance your targeting, and maximise the effectiveness of your OOH advertising efforts.
Ready to take your OOH campaigns to the next level? Contact us today to learn more about how AdMobilize can help you achieve your advertising goals or schedule a demo to see how our technology can work for you.