As advertisers rely more and more on mobile data from the digital world to understand the offline behaviors of consumers in the physical world, it’s incumbent upon Out-of-Home (OOH) media companies to provide a deep understanding of consumer mobility and the rapidly evolving relationships between brands and consumers.
Imagine a city, and the roads that surround and intersect. As consumers go about their daily journey, mobile data helps us understand their travel patterns—from home to work and back again, where they shop, where they spend leisure time, and more. Analysis of this data in aggregate allows us to form audience segments based on where people go and the behaviors these audiences share.
Within a geographic location, the best way to connect with each audience segment organically defines itself through understanding those travel patterns relative to the physical locations of the OOH media they pass along the journey. This enables a brand to smart-target campaigns based on the OOH media that over-indexes for the unique consumer segments they wish to reach.
We see a future of greater synchronization of data sets supporting cross-platform planning, and a deeper understanding of OOH’s unique value in building brands and influencing consumer behavior.
Dan Levi, EVP & CMO, Clear Channel Outdoor. Getting OOH on Your Radar to Drive Growth. TheARF.org.