‘Use of audience data tools will induce advertisers to spend more on OOH’

Selection of sites is a crucial part of an OOH campaign rollout. US Advertising has developed the AI-based machine learning tool Compass that maps some 1,200 cities with 20 points of interest, enabling superior site selection on the basis of multi-layered data. Stating this at the outset in his presentation on the theme of ‘Making audience data talk for OOH, organised by Media4Growth on October 29 under the banner ‘OOH Dialogues’, Bharat Rajamani, CEO, US Advertising said that campaign monitoring is another key part of a campaign rollout, which can be handled efficiently with the mobile app Radar – with media owner and client versions. Media monitoring is thus conducted without any manual intervention.

Bharat also focused attention on the Beacon offering, which is a camera mounted on a media site that measures vehicle movement (eyeball count). For Location Science, the agency has tied up with Sync for access to data from 350 million mobile users. This also helps to provide an OOH campaign incremental reach via digital media.

Bharat asserted that use of such audience tools together will drive up OOH ad spends.