The Science of OOH Audience-Based Buying (Part 2 of 3)

Audience measurement in OOH has historically been focused on estimating impression counts through auditing firms such as Geopath and Nielsen or via the Department of Transportation reportsamp160 Mobile phone location data is focused on a different goal measuring audience composition in terms of consumer behaviors and interests for devices that travel past or dwell near OOH displaysSensor analytics companiesamp160such as Linkett AdMobilize and Quividi also provide audience counting with some additional insights that are collected locally at the OOH display itselfamp160 With cameras and WiFibased detection audience segments are primarily focused on basic demographics such as age and gender along with a few other attributesMobile phone location data on the other hand unlocks significantly more possibilities for audience segmentationamp160 But how does it really workamp160 How are anonymous location pings converted into insights about audienceamp160 Here39s what we have learned and some insight into the work we have done to harness the mobile location intelligence dataLocation analytics specialistsamp160such as PlaceIQ analyze data from mobile devices sourced via industrystandard device IDs known as IDFA Apple devices and Android device IDs that are by definition anonymized in order to protect the privacy of device usersamp160 As a further safeguard PlaceIQ only uses anonymized data that has been collected after an optin by usersThe location pings come from a few sources software developer kits SDKs which are plugins added to existing apps that analyze location and digital adbidding data from advertising networks often referred to as the quotbid streamquotamp160 PlaceIQ delivers aggregated insights that enable Adomni to make OOH advertising more relevant for media buyers while being compliant with best practices in data management and consumer protectionThe data involved especially with the bid stream can have a high degree of flaws so special techniques are needed to filter out the inaccurate or even fraudulent dataamp160 PlaceIQ has a proprietary filtering technology called Darwin that looks for patterns andamp160spikes any other signals in the data to separate the good from the badAfter the data is cleaned mobile device location pings are mapped to known places commonly referred to as places of interest POIamp160 These places are critical ingredients for building out audience segments as they tell the story about consumers39 behavior and interestsamp160 If a mobile device visited a coffee shop it can be considered a potential coffee drinker or a device visiting a gym is a gymgoer and so onamp160 Through the process of categorizing visitation data visits can be segmented based on brands categories of business purchase intent and much moreamp160 This is where the raw location data becomes insightfulThe final piece of the puzzle is defining the exposure area around a billboard or indoor OOH display so audiences can be linked to OOH displays The most common approaches to defining the exposure area are theseamp160 take the latitude and longitude epicenter of the location and build out a radius around it create a polygon on a map that represents the boundaries of a buildingamp160or create a cone of exposure for a roadside billboardOnce the exposure area is custom defined by PlaceIQ mobile device location pings within the exposure area are analyzed and an audience profile is created for the consumer39s device based on the other places the mobile device has visitedamp160 The audience data can be benchmarked against the exposure areas of other OOH displays or against the broader population to get a relative measure showing how a given location stacks upamp160 This is commonly referred to as the audience indexHopefully all of these technical details haven39t made you crosseyedamp160 The most exciting part of the story for us is the final piece what Adomni has done with the data in version 20 of our Ad MarketplaceWe are incorporating audience data into the OOH search buying and reporting processes on adomnicom and our affiliate partner websitesamp160 For no extra cost to our advertiser clients board owner partners or affiliate partners we openly provide all of our PlaceIQ audience data and insightsamp160 Why Because we believe that the transparency and ease of access of the audience data will drive more campaigns that perform better because they39re smarteramp160 Using the Adomni OOH search engine advertisers can discover and then instantly purchase the best OOH ad inventory that fits their budget with locations that have the highest composition of their intended audienceWe also have made it simple to understand the relevance of the audiences for each OOH displayamp160 We created an 39quotAudience IQ39quot scoring system that gives each OOH location an audience score on a scale of 50 to 100amp160 This score is based on the target audience selected by an advertiser and the types of OOH locations availableamp160 Like Google we display the most relevant highest IQ scores locations on the top of the search results pageIt is our belief that this audience data and enhanced selfservice buying process online will lead to more advertisers buying OOH ads and most importantly more successful ad campaignsStay tuned for part 3 of our series in which our Executive Vice President of Sales and Business Development Larry Grella will describe the Adomni 20 interface and how OOH ads will be bought as easily as your search or social ads with robust reporting and analytics to bootClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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The Science of OOH Audience-Based Buying (Part 2 of 3)

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Nicholas Babb

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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The Science of OOH Audience-Based Buying (Part 2 of 3)

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Nicholas Babb

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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