63% of voters believe audience data is essential for OOH industry, says poll conducted by Media4Growth
By M4G Bureau - November 03, 2020
Audience data will help in opening doors to opportunities for OOH media
In its recent poll conducted by Media4Growth under section named ‘Have Your Say’, majority of voters believe that audience data is an essential tool for OOH industry.
63% of respondents answered that they do think audience data will become an important component for the OOH business. While, 25% of voters disagreed to it and rest of them weren’t sure.
In a fragmented media market where medium like OOH which is still getting affected because of partial lockdowns and containment zones, brands are looking for ideal locations for messaging and targeting for an effective usage of budget. The introduction of audience data, associated with each site and location, will help brands to infuse money into the medium with confidence and validation.
In a recent OOH Dialogues, a digital conference on the topic ‘Making audience data talk for OOH’, Srikanth Ramachandran, Group CEO, Moving Walls, said that incremental reach-based media selections, retargeting billboards as exposed audiences, hyperlocal content execution and trigger-based content executions will help outernet grow. He also stated that all segments of the outdoor industry will see an immense growth when audience data tools get adopted.
The DOOH format is witnessing an expansion in terms of scale as well as spends with its ability to provide details of audience targeted at different locations. It can be inside malls, café and pubs or corporate parks. In fact, with accurate audience profiling, the DOOH format has been able to extract additional spends from digital marketing.