By: M4G Bureau
Last updated : August 07, 2023 4:35 pm
With the rise of technology, OOH is finally catching up its digital medium peers in terms of audience measurement to help advertisers make informed decisions.
Perhaps the most important aspect of OOH advertising is customised ads and it is important to gather audience data, study it thoroughly and create accurate audience profiles for precision targeting. ‘Advertising agencies are unaware of the possibilities of outdoor as a medium because it has been a black so far and that’s why there is a need for advertisers to adopt metrics and technology as a whole immediately” Michael said.
Talking about audiences Michael said that as an industry, we need to understand who we are reaching out to – our advertisements and their messaging and we must measure how audience behaves with exposure to said ads and the subsequent purchasing performances based on that because results have to actionable, and that is what the foundation of data=driven OOH needs to be.
StreetMetrics looks at every format in a unique way and its data is accurate to within 1.1 metres. Michael also pointed out that unlike other transit media, taxi top advertising provides immense opportunity as it covers the entire city, be it residential or commercial areas.