An Out-of-Home Marketing Association of Canada (OMAC) report cites that biometric studies have revealed that when people are outside their homes, they are more alert than when they are watching TV and other screens in their homes.  This is an important distinction as alertness drives attention and memory encoding, both of which are key factors that underpin the impact of advertising.

Rosanne Caron of OMAC writes that with the growth of digital, the use of data such as sports scores, weather and temperature and even pollution levels have all been used to trigger ad copy.  Data is becoming increasingly important as marketers realise the benefits of delivering timely, contextual and personalized messages.  

Data is also expected to play a greater role in planning OOH campaigns in the future.  Media planners and marketers are looking for more granular audience data to target and segment OOH audiences.  The Canadian-Out-of-Home Measurement Bureau (COMB) is exploring how it can enhance the current circulation data provided to its members by looking at how locational intelligence can be fused with other information such as travel routes.
Courtesy: FEPE International Newsletter