Outdoor advertising during Covid

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

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

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. 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 Out Of Home locations are still interacted with? And to which degree?

Togehter 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 data. All collected data is 100% privacy compliant. Spotzi works with data provided by over 500 app publishers worldwide.

Covid Dashboard

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. However shopping events like Black Friday are unusually busy. We therefore developed a location curation model. 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.

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

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