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DATA. Fueling Audience Insights and Campaign Effectiveness for OOH.The rise of the smartphone has enabled a massive transformation in the use of data for personalization in digital marketing, yielding greater performance and increased campaign effectiveness. With these toolsets, marketers are able to speak to individuals on a one-to-one basis.
Given that Out-Of-Home is fundamentally a one-to-many medium, here at JCDecaux we are pioneering strategies and tactics to deploy data for the purpose of “mass personalization” in outdoor advertising in a privacy friendly manner.
The "digital transformation" that out-of-home has been going through now includes the use of a data-driven approach to make it a more contextualized experience.
Data has 3 primary use-cases within the Campaign life-cycle
AUDIENCE-DRIVEN MEDIA PLANNINGJCDecaux’s partnership with Neustar ElementOne enables marketers to identify their most desirable audiences, and reach them with location-based accuracy via sophisticated, innovative displays.
This partnership enables advertisers to unify the consumer experience across the digital and physical worlds through advanced audience planning capabilities, engaging audiences holistically and effectively to drive ROI and grow brand-consumer relationships.
CONTEXTUALIZING THE EXPERIENCEWithin Digital Out-Of-Home (DOOH), data can be used to enhance a client’s creative content, providing more dynamic and engaging experiences to potential viewers.
Examples of these data sources include Weather, Flight Information and Language Customization allowing marketers to contextualize the advertising content for their target audience, driving higher ad recall and brand association metrics.
We take an agnostic approach to campaign effectiveness measurement and work within an ecosystem of measurement solutions that have been vetted for their methodology, data practices and capabilities.
MEASUREMENT OF CAMPAIGN EFFECTIVENESS KEY PERFORMANCE INDICATORS
Data can be used to prove the effectiveness of OOH as a medium for Brands by measuring if the campaign met Key Performance Indicators such as:
- Driving people to a store (footfall),
- Driving sales (in-store or online),
- Measuring brand metrics (recall, association, intent, perception, etc.) ,
- Social behavior (like, share, comment), and
- Tune-in or click (TV, radio, website)