Ask the Board – January 20, 2020 | CHRISTINA RADIGAN

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“How much has location data impacted the ability for DOOH to drive more targeted, measurable results for advertisers?”


Location data, sourced from mobile device IDs, has allowed us to be smarter, more innovative and accountable in Digital OOH (DOOH) campaigns.

For example, for State Farm, we partnered with Lightbox (Digital OOH Network Operator in Malls) to serve data-driven creative based on the audience composition in malls. By tying mobile device IDs to audience segments, we were able to discern if there were more renters than homeowners in the venues throughout the day. Once determined, Lightbox’s CMS would then trigger the serving of the appropriate, assigned creative.  Ultimately, this allowed the campaign to be more contextual with its audience and more efficient in its reach.  

Mobile geo-location data has impacted OOH well beyond serving ads. We are using it to plan audiences, index OOH displays that index high against these audiences and then identify exposed device IDs.  Capturing exposed device IDs offers a host of attribution options from determining if it drove traffic to brick & mortar locations or by using a cross-device graph to measure other attribution such as online search, TV tune-in and purchases may be determined.

Overall data will continue to unlock opportunity for OOH, but it should also be noted that using data to hyper-target an audience with a mass medium may eventually run the risk of minimizing efficiencies.

About Author

Managing Director, Marketing & Communications
Outdoor Media Group

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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