OOH’s use of context-aware data has undergone a reinvention, to the point that OOH can now be considered a leader in how brands approach the cookie-less future. Our Head of Data Adam Powell explains how our Journeys platform is leading the way.
A new privacy-first industry lies ahead of us, where data will be much harder to come by. GDPR has already had a profound impact on data availability. Cookies are on the way out, and alternative data available through things like mobile device IDs is diminishing. But OOH is ready to help.
Over the past 12 months, we have revolutionized the use of near real-time behavioral data for OOH planning through the ongoing development of our market-leading platform, Journeys.
What does Journeys offer?
1. Access to expansive real-world datasets – 6m+ devices
2. As near to real-time data as possible – data refreshed daily
3. Fused with Route – uniquely connecting audience mobility with OOH inventory
4. A privacy-first data solution – anonymized and aggregated data
5. Closing the loop – measuring outcomes
How Journeys has transformed OOH activation
Brands need measurable, effective, and demonstrably profitable results, so they’re reliant on campaigns built on a detailed understanding of audiences. Journeys enables context-aware data to stand in as a worthy substitute for personal data, providing a means to target audiences without compromising their privacy.
Enabling the shift from demographic to behavioral OOH planning, Journeys uses near real-time data, with datasets refreshed daily and new datasets evaluated and onboarded regularly. Uniquely, Journeys fuses all of these data points back to the OOH audience currency, Route, to tie these insights back to the OOH estate as a whole, rather than just footfall in general. This offers key insights into which inventory is best placed to reach a target audience at the right time to optimize campaign planning for all routes to market, including programmatic OOH.
Identifying target audience geographical hotspots throughout the day | Kinetic Journeys:
Harnessing context through Journeys
OOH is ideally suited to geo-contextual targeting with the ability to predict movement patterns for particular audiences across different locations. Through Journeys, audiences can be targeted in near real time based on where and when they go to various locations in a city, whether that’s commuting down a main arterial road or even just crossing from urban city regions into nearby parkland.
One specific data type that is in high demand when it comes to applying data through a spatial lens is telco data. Spatial telco data is cross-referenced movement and CRM data in an aggregated and anonymized form connected to a location such as a postcode. It allows the identification of areas that are genuinely relevant to a defined target group. In this way, the advertising message reaches the right person without using any personal identifiers.
Combining advanced geo-location data to understand real-world mobility and behaviors (in near real time) | Kinetic Journeys:
Journeys also leverages proximity-based datasets, such as weather data, client sales data, census data, or geo-located purchase data – to pinpoint if an area has recently sold many sofas – for example. This, coupled with the flexibility of automated digital posters, means that advertisers can serve just the right ad to just the right audience at just the right time.
And it can get pretty specific. Think, a staff member leaving the office at midday looking for lunchtime snacks. That person might see an M&S Food ad that not only suggests a food item but also directs to the nearest store. Or a driving safety campaign might only light up billboards to drivers in winter, and only when it’s raining or in particularly dangerous conditions. In other words, OOH offers a less problematic environment in a privacy-first world. But in a way that can be just as personalized.
It’s been a difficult year for OOH, but this time has been utilised to the fullest. We have been innovating in a way that ensures OOH is well-insulated against the impact. Not only is Journeys ready to adapt as needed, but it’ll be leading the way post-cookie.
To find out more about how we are using data through our Journeys platform to inform OOH plans, please get in contact with your Kinetic contact.
