'Make the most of location intelligence’
By M4G Bureau - November 17, 2020
By identifying OOH impact zones and applying customised, advanced analytics, marketers are able to isolate the impact of OOH campaigns, observes Upinder Singh, Project Director, Edge1
Providing a good consumer experience is always a top priority for brands. Today, brand advertisers are using location intelligence to tackle many of the challenges related to discovering, engaging and activating consumers at the right time and place. Location intelligence provides a way to reveal relationships between data sets that might not have been obvious otherwise. In the case of OOH, a geocentric approach to measuring advertising impact yields significantly more insightful and accurate results.
By identifying OOH impact zones and applying customised, advanced analytics, marketers are able to isolate the impact of OOH campaigns. Location data is crucial for OOH media as it helps you choose the most cost-effective advertising space for the advertiser, obtain audience insights, and track the consumer journey.
Location history is the raw material for data-driven OOH campaign planning and measurement. Sourced from opted-in users of mobile device applications, this data is a collection of anonymised, event-based information about the real-world places that people visit.
In its basic form, this information is organised around three inputs: timestamp, mobile advertising ID, and latitude/longitude. It only becomes meaningful once it is given context. The latitude and longitude, for instance, doesn’t mean much until it is mapped to OOH inventory.
Market and Audience Insights
Geo-location data empowers the OOH ecosystem to assess what kind of people can be best reached at which locations, and when. That goes far beyond the simple age and demographic information of the past, with more sophisticated targeting based on behavioural information like amount spent at fast-food restaurants, plans to enroll in a university, etc.
OOH advertising works fabulously in partnership with mobile advertising -- both channels reach individuals while they are mostly on-the-go. Many OOH media companies are offering mobile extension programmes whereby advertisers can identify individuals who are exposed to their OOH ads and then retarget them with an advertisement delivered directly to their mobile device.
Location intelligence can also be used to improve the consumer experience, that in turn boosts customer loyalty with the brand.
Brands are able to use the location intelligence to gauge the RoI from their marketing campaigns. The information serves as key inputs at planning stage to improve the marketing efforts. With access to the right data products, marketers are able to track all of this and compare the impact of the campaign across mediums such as TV, digital, social media, and more.