Revolutionizing OOH Advertising: How location intelligence derived through mobility data can improve Media Planning and Measure ROI.

As the world becomes increasingly connected and digitized, advertisers and marketers are constantly searching for new and innovative ways to reach their target audiences. One of the oldest forms of advertising, Out of Home (OOH) advertising, has been revitalized by the use of location intelligence derived through mobility data. By leveraging location intelligence, advertisers can better plan their OOH advertising campaigns and measure their ROI with greater accuracy.

What is Location Intelligence?

Location intelligence is the use of location data to gain insights and make informed decisions. It involves collecting and analyzing data from a variety of sources, such as GPS, Wi-Fi, and mobile networks, to understand how people move around and interact with their surroundings. This information can be used to create detailed maps, visualize patterns of movement, and identify trends and opportunities.

How Does Location Intelligence Help with Media Planning for OOH Advertising?

Location intelligence can provide advertisers with a wealth of information about their target audience, including where they live, work, and play. This data can be used to identify the best locations for OOH advertising, such as high-traffic areas, popular shopping centers, and busy transportation hubs. By understanding the movement patterns and behaviors of their target audience, advertisers can create more targeted and effective campaigns that reach the right people at the right time.

Location intelligence can also help advertisers optimize their OOH advertising spend by providing insights into the effectiveness of different locations and formats. By analyzing foot traffic data and other metrics, advertisers can determine which locations and formats are driving the most engagement and adjust their campaigns accordingly.

How Does Location Intelligence Help Measure ROI for OOH Campaigns?

Measuring the ROI of OOH advertising campaigns has historically been a challenge for advertisers. However, with the use of location intelligence, advertisers can now track the impact of their OOH campaigns more accurately. By using GPS and other location-based technologies, advertisers can track the movement patterns of consumers who have been exposed to their ads and measure the impact on foot traffic and sales.

In addition to foot traffic and sales, location intelligence can also provide insights into other key performance indicators, such as brand awareness and sentiment. By analyzing social media data and other sources, advertisers can determine how consumers are interacting with their brand and adjust their campaigns accordingly.

The use of location intelligence derived through mobility data is revolutionizing media planning for OOH advertising and providing advetisers with new insights into the effectiveness of their campaigns. By leveraging this data, advertisers can create more targeted and effective campaigns, optimize their advertising spend, and measure the impact of their campaigns with greater accuracy. As the world becomes more connected, location intelligence will continue to play an increasingly important role in the advertising industry.

RoadStar – an IOAA approved audience measurement platform for OOH media provides all the relevant metrics for ROI calculation for OOH media campaigns.

Published On: April 30th, 2023 / Categories: Audience Measurement, location Intelligence, Out Of Home /
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