Location Data Fireside Chat with CPO Andy Schrader: Digital Out-Of-Home Advertising

Digital and traditional out-of-home advertising are on a tear. The industry has fully embraced location data and is seeing new, unprecedented value from billboards and display screens. Brands like Lamar, Clear Channel, Adams Outdoor and many more are capitalizing on location data to solve for attribution, viewership, retargeting and asset utilization, lending to the industry’s tremendous growth rate of more than 10 percent. 

Unlike other forms of traditional media, such as newspapers, billboards and screens do not need monthly subscribers to drive revenue. They just need brands and advertisers to buy media that they know works. As brands demand more from their advertising partners, they’re asking for more analytics and retargeting capabilities. Incorporating location data gives the OOH industry the ability to deliver on the brands’ requirements.  

New Ways to Prove Offline Attribution 

Reveal Mobile enables out-of-home asset owners to geofence their billboards, retarget viewers and even correlate who saw an ad with who visited a retailer, expanding possibilities in offline attribution and retail analytics. Not only are they now able to achieve a more accurate viewership count, but they can also extend their audience to mobile advertising and across the digital ecosystem. Deploying location data, marketers now know who was near the billboard or screen and what effect they have on foot traffic to the location being advertised. By collecting mobile ad IDs within an asset’s geofence, marketers can target those devices for true omnichannel marketing. 

Related: Read the Q&A with Mel Stott at Digital Signage about Reveal Mobile’s success in the digital out-of-home industry.

Improving Audience Targeting with DOOH

Out-of-home asset owners are also increasing their value by integrating digital signs and screens into their strategy. Not only can they now play videos, which are more engaging than static billboards, and hold more than one type of ad on an asset, geofencing allows marketers to change their ads based on who is in proximity to the screen. With location data, advertiser can have a better idea of who is around their signs at a certain time of day and can adjust the display accordingly. Appending demographic information to the anonymized location data, marketers can understand when different target audiences pass by. For example, if a client wants to target Millennials, the DOOH display can change ads to target this demographic during peak Millennial viewership.

The mix of something old and something new is propelling the out-of-home industry into the future. Location data is increasing the value of billboards and screens, and making fully measurable retargeting and omnichannel marketing possible.

Learn more about how Reveal Mobile equips the DOOH industry with accurate foot traffic measurements and custom data feeds for a complete picture of effectiveness and smarter decision management.