Since the beginning of internet advertising in the 90’s, data has taken an increasingly important place in the campaign planning, optimizing and reporting process. Now that the digital inventory is virtually limitless with fluctuating quality on web and mobile, it is essential for media agencies and advertisers to have access to demographic, location and behavioural data in order to optimize the ROI of their campaigns through better targeting.
Until quite recently, out-of-home advertising was very much analogue and mainly relying on the location and format of its assets to target the right audience during a certain period of time e.g. a weekly campaign. This is now changing. OOH is now going through a quick digitalization process in terms of the actual assets as well as ways of working. In UK, Digital Out-Of-Home (DOOH) already represents 42% of total OOH revenues and Finland is growing fast as well!
As a result of this digitalization, there is more flexibility in the campaign deployment process and more space for innovation. Also, the media buying process is evolving and customers start to expect to have similar ‘real-time’ audience data as for web and mobile, instead of study-based modelled data. By definition, OOH is a location-based mass media which is not connected to a personal device, it is therefore not straight forward to obtain this data, keeping in mind users’ privacy and the new EU General Data Privacy Regulation (GDPR) comes into effect in less than a year (May 2018).
However, thanks to new technologies, there are some ways to collect on-site data or to collaborate with companies that have specialized in the field of location-based data; that’s what we have been working on at JCDecaux Finland’s Alpha since September 2016. Utilizing this data means that campaigns can be better planned, optimized and reported. In our next blog entry, we will look at these technologies in more detail.