No Way Around It: OOH Will Eventually Require Real-Time Performance Metrics

REAL-TIME DATA WILL UNLOCK REVENUE

The needle moved for Internet advertising when:

  • Hardware costs were significantly reduced (cheaper phones, PCs, laptops)
  • Higher processing power, drove smarter devices
  • Connectivity became abundant
  • Publishers (operators) opened up their inventory gates
  • Advertisers easily understood the mechanisms to buy the new media
  • Ad exchanges and programmatic engines integrated with existing software
  • Real-time, proof-of-performance data became the enabling currency

The defining KPIs that catapulted Internet advertising were:

So what are the key industry-defining KPIs for this new era of Out of Home Advertising?

  • Utilization of 3rd-party consumer mobile data sets
  • Historical data sets from cities and other government institutions
  • Sampling and formula-based metrics systems based on other data providers

FACE DETECTION (yes) vs. FACE RECOGNITION (no)

HOW DOES ANONYMOUS DETECTION WORK?

I WANT TO PROVIDE REAL-TIME METRICS, BUT WILL THE INDUSTRY ACCEPT IT? WHAT ARE SOME OF THE CONCERNS?

“93% of the clients utilizing AdMobilize’s audience measurement platform showed their assets had an average of 35% more impressions than the legacy historical-based measurement systems they currently use to sell inventory.”

With this dynamic data, the client can prove:

  • There is a larger audience than what was previously reported
  • There is significant seasonality factors to consider when selling media at the various points in the calendar year. (i.e.: December and summer months have the opportunity to command premium rates and validate those rates with real time data)

Other results where our clients are utilizing real-time anonymous data include:

  • Increased foot traffic by an average of 10%
  • 15% increase in occupancy rate
  • Proved with real-time actionable data a target audience surge 3x the normal average
  • Analyzing 1.1M passenger interactions monthly
  • Agency saw 400% ROI

FINAL COMMENTS

  • A one-to-many medium
  • Endless creative campaigns (a multi-sensorial engagement platform)
  • Larger screens (compared to smartphones, PCs)
  • Reduced ad fraud exposure
  • Higher attention rates with captive audiences
  • Ability to integrate with multiple media channels to increase overall lift
  • More favorable CPM’s (for now)
  • Ability to trigger ads based on real-time audience at the screen location

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Rodolfo Saccoman

Rodolfo Saccoman

Building @CryptoLeague.org 🚀| #Web3 | @cornell alum | Serial Founder, 2/3 exits: @AdMobilize @MATRIX_creator, MyTherapyJournal | Inventor: 2 patents | Investor