Out of Home Measurement
Last month we introduced our Market Ready Dashboards. One of these dashboards is our Out of Home Measurement Dashboard. Having the right data is key in making advertising decisions. During Covid-19 it is important to have an understanding of the audience passing by a Billboard or Digital Screen. Visibility is an important part of a marketing strategy but you need to have confidence that people still pass by a certain location. We developed a robust solution to analyze potential locations.
We work together with several partners around the globe that collect locations of mobile devices. All location data is anonymized, scored, screened and filtered. Machine learning algorithms detect inaccurate locations and delete these locations. This also means that when fewer devices are being seen in a particular location than there might actually be historic data is being used to correct this. The result is a robust measurement system for the Out of Home industry.
Having access to a stream of data is nice but that doesn't provide the necessary insights. But we tackle this with our OOH Dashboard. Next to all relevant information like photos, videos and spec sheets we added the ability to show weekly traffic counts. We compare the weekly counts with the pre Covid-19 era. The data can be compared with the same last year or with the first few months of this year. Finally one has the ability to zoom into a certain time frame.
We looked into the Canadian traffic hotspots and it is no surprise that public transport and office hotspots (like downtown Toronto) show a huge drop in traffic. However malls in Canada still do surprisingly well. The dwelling time is shorter but traffic at some locations over the past few weeks is only 5% less that pre-Covid. With the right data you can still find opportunities to advertise so you make sure the audience out there doesn't loose touch with your brand.
From OOH to Mobile
But it doesn't stop there. To help retail survive Covid-19 we added the ability to target the audience that passed by an Out of Home location on mobile. This way you will reach maximum visibility to the audience that first spotted your ad in the mall or any other Billboard across Canada and the rest of the world. Our dashboards also shows you the type of audience that passed by a location and other stores they visited. This gives you the ability to further zoom into the audience maximizing the results of future campaigns. The more targeted your campaign the better the results.