How do you optimize OOH and mobile data for different audiences and contexts?

Mobile data (MD) provides powerful insights in OOH planning. The vast available data sets can be used to understand audience journeys from the front door to a physical store. Map movement patterns with OOH networks & single locations to geotarget for contextual relevance & personalization at scale. MD can be very granular which makes it of special interest in retail environments like shopping malls. Normally the data is collected in 250 by 250 sqm grids; monitor dwell times and audience density across the estate and deliver targeted messaging through DOOH. Improve the view of the conversion funnel; avg. area visitors > avg. store passers by > avg. store visitors. Finally, consider combining MD with demographic and psychographic data.

Do some audience research into who buys your products on mobile, because they will likely match the same demographics or audience metrics as your zip codes when utilizing out of home advertising. Find them where they live, work and play and you'll be a success in this advertising sector.

Puedes partir de dos puntos: 1. De un perfil definido demográficamente y a partir de su NSE. 2. A partir de visitas a locales actuales, que definiran el perfil de a quienes quieres llegar. A partir de Mobile Data, puedes identificar recorridos de esos perfiles o audiencias y seleccionar los puntos más cercanos y con mayor volumen de coincidencia esos perfiles. Herramientas como Mofiler te ayudan a realizar una segmentación más precisa de tu audiencia.

When choosing your locations, strategy, and messaging, you should research the zip codes, the stores, and who they bring in. I like locations with gas stations that are within the income levels because the people that live there will need to get gas at those places almost weekly, so it's great for retargeting the right people.

Integrated Out Of Home is a model for leveraging D/OOH in the overall marketing strategy. Using D/OOH as an interconnecting hub, it is rooted in the principles of inter channel-synergy and aims at helping brands deliver consistency, distinctiveness and cohesive creative messaging across more marketing channels than OOH itself. 3D real time gamification allows audiences to become part of 3D experiences on the big screen, connecting via mobile devices to take control, configure and customize a scene, participate in games and win prizes, using multiple data sources. Digital tokenization is another DOOH + mobile connectivity method. VPS or Visual Positioning System is a Geospatial tech-trend to augment the world around us using our phones.

You're able to utilize a social media realtime feed that you can place on digital billboards and you can actually promote your content right away, now on static I wouldn't recommend it, but for digital billboards and locations, I'd definitely go for it.

Digital billboards are an effective way to test your message, because you can run something for just one week at a time to see a clear difference, and then change your message depending on if it works or not. Once you collect enough creatives that work, you can rotate those on the locations and everything will work.

I like to look at what everyone's doing in the industry, and see what they are doing. There's a lot of great ideas out there, and you can innovate new ideas by fully understanding the vinyl printing process, extensions, and generally how things work.