Efficiency and measurability in out-of-home advertising
We use mobile data to bring reliable standards for evaluating the performance of advertising to a struggling segment of the media landscape.
China Unicom, the second largest Chinese wireless operator.
The out-of-home advertising (OOH) industry lacks the reliable performance metrics that today’s media planners and marketers seek before committing money to a placement. OOH companies do not have reliable data and analytics tools to demonstrate the reach, frequency and return on investment their channel can offer. In most cases, they still rely on manual data collection, which is expensive, time-consuming and sometimes inaccurate.
We have created a win-win partnership with China Unicom to leverage its authorized big data collected from its subscribers to help OOH companies and their clients track performance of outdoor advertising in Shanghai.
We analyze this aggregated, anonymized data and deliver the insights in a format OOH providers can use to price, measure and optimize performance in a scientific way.
At last, the OOH industry has a viable alternative to the traditional method of measuring OOH reach and performance. Our approach provides reliable reach and frequency numbers that enable OOH providers to effectively calculate their audience ratings and compare them to television and digital advertising.
By delivering an industry-standard set of key performance indicators, we can help revitalize the OOH industry. The success of this venture also illustrates the potential for other sectors to profit from our solutions that turn their big data into smart and valuable information.