By: M4G Bureau
Last updated : December 05, 2017 6:53 pm
The MORE measurement is not tied to the location of the inventory. It is always on, aggregating anonymous audience movement data on roadways and sidewalks, inside venues, and in transit
This new access to insights puts OOH advertising in a position to be one of the most well-measured and reactive channels for marketers.
Utilising data from mobile phones, GPS devices and connected cars, MORE measures the location of audiences throughout the US. “The unique promise of MORE is that the measurement is not tied to the location of the inventory. There is no need for geofences, sensors, or beacons. It is always on, aggregating anonymous audience movement data on roadways and sidewalks, inside venues, and in transit,” the report states.
While the data are anonymised, the system still provides detailed information on those exposed to the ads, beyond demographics, including information on what they buy, the services they use, their likes, dislikes, and even their usage of other media channels.
MORE will provide measurement of audiences who have been exposed to OOH advertising, but also has predictive capabilities to identify how many individuals are likely to be exposed to signage in the future – whether or not the inventory exists in that location today.