How does Data Analytics improve Outdoor Advertising?

Location intelligence and mobility analytics allow companies to create Out-of-Home advertising strategies focused 100% on the tastes and preferences of the people who pass through each point.

Tuesday, September 28, 2021

In outdoor advertising (OOH), knowing in depth the consumers who pass through the point where the advertising will be exposed is crucial to maximizing as much as possible the return on investment.

Geospatial data (GIS) and mobility analytics help marketers understand consumer and shopper behavior in relation to their travel patterns and the places where they live and work, driving outdoor media decisions.

You may be interested in: "How to Increase Customer Dwell Time?".

With location intelligence (location analytics), information about a point or area of interest is obtained, such as audience saturation, consumption of specific product categories, purchasing power and even brand affinity, identifying what type of advertising in the thousands of locations, will have a higher success rate for a brand's desired audience.

Using mobility or foot traffic analytics, it's possible to understand changes in consumer behavior, know the peak hours for certain locations, as well as the hours of demand, allowing businesses to define advertising strategies by segmenting audiences, informing media placements, optimizing campaigns and measuring their real-world impact on in-store visits.

Also read: "Mobility Analytics: Walmart vs. Soriana Case Study".

The set of these tools helps to:

  • Visualize the mobile signal density of an audience, a location or a custom geographic area.
  • Develop audience profiles by connecting location with demographic/psychographic variables.
  • Analyze audience foot traffic patterns, daily commutes, and daytime and nighttime population data.
  • Improve campaign effectiveness by engaging audiences with customized campaigns.
  • Geo-fence a customized polygon around a competitor's locations to attract interested potential audiences.
  • Attribute visits to stores.

"This image represents an analysis of people's behavior, focused on a point of interest in Mexico City."

How to target the location of outdoor advertising?
It's simple, just use these tools that are based on real-time traffic data, mobile data, high profile points of interest (POI), and areas with high footfall volume and pedestrian agglomeration, which allow marketing and communication leaders to optimally select advertising (OOH) that place brands in areas where they target their consumers.

At PREDIK Data-Driven we leverage the latest technologies and location insights to inform, educate and empower our clients so they can make informed decisions regarding communication tactics and strategies to deliver an advertising campaign that works.

Do you need to implement location intelligence in your business? contact us!

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