‘Unified data key to effective OOH planning’

Data is a buzzword in the OOH space today. Tell us how CODC meets the data needs of outdoor firms?

Initially, China Outdoor Data Corporation focused on capturing outdoor spends data. In due course we started customised outdoor monitoring research and services. So, technically CODC is a monitoring and research company, indeed a locally grown research monitoring company. Today, Today, CODC owns nearly 70 years of outdoor spending data across 30 cities, covering some 26 different outdoor media formats.

So, no matter if it is an old client or an existing one that is launching a new product in the market, CODC data are essential for planning an OOH campaign. Our data helps clients to assess competition in their respective business segments, what are the spends, what kind of media is being used, etc.

In keeping with the emerging business trends that are shaped by technologies like IOT, we are ushering in what we call the ‘New CODC’. We are trying to position CODC as a service platform for the whole outdoor eco system including vendors. A lot of local media owners, agencies etc. need support in terms of knowledge and market understanding and CODC’s data will definitely help them in their business.

Fortunately, in China the OOH media is very diverse. Digital OOH has also come a long way. For instance, we have the media format, a combination of media and video. All this calls for deep research.

I would also like to make a mention of the China Out of Home Gallery – it is an exhibition where we create all different mock up advertisements on real media and display them on shopping mall entrances. It is spread in an area of 500 sq.m. in a real media format. We also do mock up campaigns to show how outdoor can be created and made interactive. Way back in 2008 itself we had already demonstrated face recognition technology. 

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