Shaun Gregory on how data is the key to targeted engagement

FEPE’s annual congress, which represents the biggest players in the Out-of-Home (OOH) industry worldwide, is taking place this week, entitled: “Your Audience is Waiting”.

The rapid growth of the Digital Out-of-Home (DOOH) sector and the proliferation of data have significantly impacted the way advertisers are now able to identify, target and serve audiences.

Brands increasingly have the ability, not just to communicate brand messages through our OOH broadcast medium, but to really bring these messages to life.

And the raft of technology flooding into the OOH industry is by no means confined to digital screens, with NFC, Beacons and WiFi on the Underground just a few of the tools now routinely being employed to create extraordinary experiences for the public.

The growth of DOOH advertising globally is estimated at 23% annually between 2007-2014, with further growth of 21% predicted in 2015.

In response, we as an industry are innovating to keep pace and ensure we provide the best possible opportunities for advertisers, and experiences for the consumers they are looking to engage. More than anything, we need to give brands access to the right data, so they can target audiences intelligently.

We recently partnered with Telefónica UK to transform the data insights we offer to our advertisers. Telefónica UK has collected audience data across its mobile network of 24 million O2 devices. It processes relevant big data events created by a selection of these devices, then analyses the trends within the data to understand more about consumer behaviour.

Building on the granular insight we already have through our work with TfL and Route and our own online insight community, we hope to deepen our understanding of how best to reach consumers travelling on the London Underground.

The wish to understand how best to collect and manage data, as well as measure audiences, is industry-wide. We, FEPE, APG|SGA, Clear Channel Outdoor and JCDecaux have joined forces to develop the first standardised industry approach to measuring DOOH audiences.

However, we also need to work with the right specialist partners that can help us to push the boundaries of what we can achieve.

Exterion Media recently collaborated with both mobile commerce company Proxama and iPad Point of Sale (PoS) specialist Shopwave. In the first instance, it enabled us to provide targeted, relevant information to millions of London bus riders via their mobiles. In the second, we were able to increase a brand’s sales by 50% by serving promotions in real-time using live PoS information.

Data is transforming the way advertisers speak to consumers and DOOH has been a huge catalyst to that. We’ve only begun to scratch the surface of what’s achievable. With the advent of what is, in effect, real-time advertising, the possibilities abound. 

Blog by Shaun Gregory, first published on The Wall