Predictive Insights Predictive Insights for OOH: Smarter Campaigns, Better Results
Use mobile network data to measure ad impressions, optimize placements, and maximize the effectiveness of outdoor advertising campaigns.
How It Works
Our data-driven solution uses anonymized mobile network data to provide actionable insights into audience movement patterns, enabling precise planning and evaluation of out-of-home (OOH) advertising, specifically in the Prague metro.
Core Features
- Mobile Signal Data: Maps crowd flows using Base Transceiver Station (BTS) data, offering detailed visibility into movement patterns across the metro network.
- Trajectory Predictions: Uses advanced map-matching algorithms and Geographic Information System (GIS) tools to transform raw location data into precise passenger paths.
- Behavioral Integration: Combines audience movement data with aggregated customer interests and purchasing habits, providing deeper insights into target demographics.
- Impression Analysis: Cross-references crowd trajectories with billboard positions and orientations to calculate visibility and unique impressions.
- Metro Coverage Optimization: Integrates movement data with a detailed map of metro stations, including entries, exits, and travel routes, to refine targeting precision.
Key Use Cases
1. Measuring Ad Visibility and Reach
Evaluating the effectiveness of metro advertising spaces.
- Analyzes directional crowd movements, including station entries, exits, and travel routes, to assess ad visibility.
- Calculates unique impressions for each advertising asset by integrating audience trajectories with billboard placements.
- Combines audience metrics with customer interest profiles to refine targeting and boost relevance.
2. Planning Effective Campaigns
Identifying optimal locations and timing for advertising campaigns.
- Identifies high-traffic areas in the metro system to maximize audience exposure.
- Aligns billboard visibility with travel and interest patterns for strategic campaign placement.
- Leverages temporal data to focus campaigns during peak audience presence for maximum engagement.
3. Enhancing Ad Performance with Behavioral Data
Using audience movement and behavioral insights to refine ad targeting.
- Aggregated buying patterns and interest profiles provide deeper insights into audience preferences.
- Ensures ad content and placements are tailored to resonate with targeted audiences.
Privacy and Data Handling
- Strict Anonymization: All data is processed in an anonymized and aggregated format, ensuring no personal information is exposed.
- Consent-Based Processing: Data analysis complies fully with user consent regulations.
- High-Level Statistics: Insights focus exclusively on crowd dynamics and aggregated behavioral patterns.
Results and Takeaways
This approach delivers precise insights into audience movement and behavior, helping advertisers:
- Focus on high-visibility areas to allocate advertising budgets more effectively.
- Align campaigns with audience interests and travel patterns to improve engagement.
- Boost the ROI of metro advertising with tailored strategies based on actionable data.
Looking for a Similar Solution?
Get in TouchCredits
FILIP KOJAN Mobility AI Lead
PETR NETOLICKÝ Product Manager
