Digital Out-of-Home Analytics: From Insights to Predictions

With the proliferation of geolocation, the OOH industry is in the midst of a data revolution. This new access to insights puts OOH advertising in a position to be one of the most well-measured and reactive channels for marketers.

Since 1933, Geopath, (formerly the Traffic Audit Bureau), has provided measurement of Out-of- Home advertising (OOH). The OOH industry made a major investment in data and development this year to harness the power of geolocation data.

In conjunction with Streetlytics, Geopath is rolling out a new methodology called MORE.

With the proliferation of geolocation, the OOH industry is in the midst of a data revolution. A medium that was once considered “difficult to measure” now has access to incredibly granular information about who is consuming the content, when, and for how long.

This new access to insights puts OOH advertising in a position to be one of the most well-measured and reactive channels for marketers.

Read the entire article