Outdoor advertising during Covid

When Covid hit, the world went into a lockdown. Marketers were wondering if outdoor advertising was still useful. Together with the Canadian Out of Home Marketing and Measurement Bureau (COMMB) we found a solution.

Showing the effectiveness of OOH advertising during Covid

When Covid hit us early 2020 the world came to a standstill. People in many countries around the world started working from home. Leaving city cores empty and main streets looked like country roads. Resulting in a seemingly sudden decrease of people interacting with Out of Home locations like billboards and screens in restaurants, theaters and retail locations. However, that's the initial thought. Visitation index data showed that screens in elevators, billboards near supermarkets and suburbs were still seen. This left the Out of Home industry with a challenge. How do we show and prove to our clients that those OOH locations are still interacted with? And to which degree?

Spotzi was a well-known partner in the Out of Home industry in Canada and proved to be reliable to us.

Together with the Canadian Out of Home Marketing and Measurement Bureau (COMMB) We came up with a solution for the Out of Home industry by offering the ability to build a geofence around over 10,000 outdoor and indoor locations in Canada. This way we are able to analyse the number of mobile devices that pass by an out of home location. Mobile location data is collected from mobile devices via SDKs. An SDK is a small piece of software that is embedded into apps on a mobile device. After receiving the users consent these SDKs start collecting location visits data. All collected data is 100% privacy compliant. Spotzi works with data provided by over 500 app publishers worldwide.

this is an image
Location visits visualization with pre lockdown traffic data

Visitation index normalization. A curation model based on historical data.

The performance of a location is being expressed as an index. An index of 100 means that the monitored location is as busy as usual. An index lower than 100 means it is less busy and an index higher than 100 means it is more busy. However the most important question is how do you calculate what is normal? In winter (especially in Canada) some locations are less busy than usual while shopping events like Black Friday are unusually busy. We therefore developed a location curation model.

The location curation model ensures the inclusion of performance differentiation of an individual day in relation to past and future visitation indexes.

The curation model leverages various data sources to provide historic estimates of the most likely level of visitation to a location on any given day of the week. Seasonality, shopping events and other over and under indexing events are taken into account when comparing the visitation of a given day of the week against the visitation median of that specific day of the week in the past. This ensures the inclusion of performance differentiation of an individual day in relation to past and future visitation indexes. Spotzi holds current traffic performance against this baseline to create its Visitation Indexes.

Visitation index map and dashboard with Spotzi

Spotzi Visitation Indexes are delivered using a specialised Spotzi Dashboard allowing clients to visualise and analyse the performance of the monitored locations without the use of complicated spreadsheets and tools. A Spotzi Dashboard consists of a map interface and a selection of graphs.

Do you want more information about this solution or do you want to know how Spotzi can help out your company? Contact us by using our contact form.

Related case studies

Access the Free Spotzi Explorer

Gain access to our free catalog of maps and dashboards. Find Postal Codes, learn more about global income differences or just get inspired by our community maps. Spotzi Explorer is our free solution for every marketer, researcher, student and beyond. Available as a stand alone solution and part of our price plans.

Get free access to Spotzi Explorer Read more

Ready to turn your data into insights?

Spotzi’s platform streamlines the process of geomarketing research & analysis by providing you with a one-stop-shop for all of your mapping and location data needs.

Are you ready to take your campaigns to the next level? Contact us to learn more about our Mapping, Profiling, and Targeting plans.

Contact us


Spotzi North America
  • 125-720 King Street West
  • Toronto ON M5V 3S5
  • Canada
Spotzi Europe
  • Joulehof 9
  • 4622 RG Bergen op Zoom
  • The Netherlands