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Location Intelligence: The Secret Sauce for OOH Advertising
The document discusses the resurgence of out-of-home (OOH) advertising post-pandemic, highlighting the need for spatial data and analysis in planning effective campaigns. It introduces Carto's integrated spatial solution for OOH advertising, which assists media owners, agencies, and advertisers by providing tools for inventory visualization, audience analysis, and campaign impact assessment. The solution aims to streamline the planning process and enhance campaign success through data-driven insights.
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Location Intelligence: The Secret Sauce for OOH Advertising
- 1. Location Intelligence: The SecretSauce for OOH Advertising Follow @CARTO on Twitter
- 2. CARTO — Unlockthe power of spatial analysis Introductions Matt Forrest VP of Solutions Engineering Mary Layden Director of Marketing
- 3. CARTO — Unlockthe power of spatial analysis During the pandemic, Out-of-Home advertising spend was down 29% as consumers were confined across the globe
- 4. CARTO — Unlockthe power of spatial analysis Investment is increasing & advertisers are getting creative
- 5. “Audiences will nowbe outside more than ever, so the OOH opportunity is one ripe with possibilities for those who dare to use creativity without limits” -Elisa Brustoloni, Managing Director, Dentsu X
- 6. CARTO — Unlockthe power of spatial analysis OOH is bouncing back in 2022 ● As consumers are eager to get back on the street and shop ● 70% of urban consumers reported that they noticed OOH more than prior to the pandemic ● The third quarter of 2021 saw a 38% increase in OOH advertising revenues ● Double digit growth in outdoor ad spend is forecast for 2022
- 7. CARTO — Unlockthe power of spatial analysis OOH professionals need spatial data and analysis to plan winning campaigns To explore the available inventory and run campaign impact scenarios To easily share media plans with colleagues & clients for approval and campaign activation To create custom audiences based on demographics, footfall & interests data
- 8. CARTO — Unlockthe power of spatial analysis POLL Yes, I use it almost every day Somewhat, I use it occasionally No, I have never used location data or spatial analysis before Is location data and/or spatial analysis currently a part of your OOH strategy?
- 9. Introducing CARTO for OOHAdvertising An integrated spatial solution for outdoor media players
- 10. CARTO — Unlockthe power of spatial analysis CARTO for OOH Advertising OOH companies need a data-driven approach to win clients and unlock advertising budgets Use insights, instead of intuition Guarantee campaign success Streamline the planning process Sell inventory more effectively Upskill campaign teams Stay ahead of the competition
- 11. CARTO — Unlockthe power of spatial analysis CARTO for OOH Advertising addresses the needs of key stakeholders Outdoor Media Owners Agencies & Brokers Media Planners “I need data and insights to sell my outdoor media more effectively.” Advertisers “I need a meaningful way to segment outdoor assets and quickly create a media plan I can share.” “I’m looking for the best targeting approach to guarantee campaign success.” “I need to explore the available inventory and access insights to meet my clients campaign objectives.”
- 12. CARTO — Unlockthe power of spatial analysis It’s time for a real world example!
- 13. CARTO — Unlockthe power of spatial analysis Inventory visualization ● Visualize the media inventory on fully interactive maps. ● Filter by asset type, size and format or any other attribute used to classify panels. ● Drill down to individual billboards or digital assets, to see its location, dimensions and type. ● Zoom in to visualize assets and their street level surroundings using Google Street View. ● Dynamically update the available inventory data by zooming in and out of the map visualization.
- 14. CARTO — Unlockthe power of spatial analysis Inventory exploration ● Explore the inventory based on geographical boundaries (by city, postal codes, etc.). ● Run advanced proximity analysis by filtering the by nearby Points of Interest (POIs), categories and even brands. ● Explore and select assets based on “areas of influence”. Dynamically adjust for campaign scenario planning and definition. ● Prioritize the nearest outdoor panels to a flexible set of POI criteria. ● Apply custom audience segmentation to explore the panels that would be most relevant for a campaign.
- 15. CARTO — Unlockthe power of spatial analysis Audience analysis ● Segment custom audiences using rules and conditions based on the integrated spatial datasets. ● Segment audiences based on key demographics, areas of interests (IAB) and our brand affinity index. ● Add audience segmentation criteria to media plans for one-off or ongoing campaigns. ● Create and save audiences to media plans or adjust on-the-fly.
- 16. CARTO — Unlockthe power of spatial analysis Generate & save media plans ● Use exploratory analysis to generate and save Media Plans with a single click. ● Update, save and share media plans with colleagues and clients, simplifying the campaign activation process. ● Save Media Plans in a dedicated tab for rapid plan retrieval, modification or approval.
- 17. CARTO — Unlockthe power of spatial analysis Campaign impact analysis ● Gain coverage and impact insights based on audience metrics from the leading data providers. ● Run scenarios to better understand coverage, impressions and potential results before finalizing each media plan.
- 18. CARTO — Unlockthe power of spatial analysis ● CARTO provides 1,000s of high-quality data streams - saving your team time when gathering data from different vendors. ● Easily compare data for different areas of influence and combine it with your own internal data. ● The most relevant data streams for OOH media planning come out-of-the-box. ● Integrate your own outdoor inventory, targeting and audience metrics. Best-in-class location data
- 19. CARTO — Unlockthe power of spatial analysis Integrate best-in-class location data: Human Mobility Road Traffic Demographics Housing POI’s Environmental Geographies Financial Behavioral COVID-19
- 20. CARTO — Unlockthe power of spatial analysis The world’s leading OOH players are our clients
- 21. Thanks for listening! Anyquestions? Request a demo at CARTO.COM Mary Layden Director of Marketing NA // [email protected] Matt Forrest VP of Solutions Engineering // [email protected]