Out-of-home audience targeting

Adshel’s Head of Client Strategy, Melanie Lindquist, talks through the in’s and out’s of out-of-home audience targeting and how it really works.

A Quick Background

The challenge for any media is to connect brands with the right audiences. Audience targeting is a critical inclusion in a media schedule and articulates a media’s ability to deliver audiences to marketers. Without audience intelligence underpinning this targeting, you just have assumptions. The following is aimed to simplify this complex capability.

Out-of-home media has invested significantly in the development of audience targeting, shifting it from a location-based to an audience-lead model fueled by the development of its industry measurement system, MOVE. MOVE is Australia’s first national out-of-home audience measurement system measuring over 73,000 advertising assets across Australia. More investment is placed in developing deep data sets that include audience attitudes, behaviours, values, purchase intentions and expenditure among many other variables.

Audience targeting is now significantly more sophisticated than ever before.

Audience Targeting in Out-of-Home

The days of tagging a street directory with panel IDs to show advertising locations has evolved into a complex audience-led model with millions invested in understanding who these audience are, what they think and how they move.

The technique starts with a base of audience intelligence, a source of consumer information like Roy Morgan data. This base intelligence is not just about where audiences are located but also matched with hundreds of insights including demographic, psychographic, attitudinal, transactional and behavioural information.

This is where it gets really exciting for brands. These data-rich audience profiles are matched to location data that includes panels on a bus shelter, digital screens inside a railway station, large format billboards and screens at airports.

When a brand needs to target an audience, out-of-home media owners use those audience profiles to identify where those audience are located, which out-of-home advertising assets are seen by those audiences and when they are seeing these assets.

Each out-of-home provide uses a blend of audience measurement methodology to not only understand these audience but also how their out-of-home assets influence these audience in their daily lives. For example some providers use facial recognition technology to track audience engagement and movement. Quantium’s data is utilised to access a combination of transactional, financial and loyalty information to segment audiences, extract insights and connect it to location based data.

Why is this important?

Audience measurement helps marketers and their agencies to develop campaigns that precisely target audiences beyond demographics and to an individual location. In an era of personalisation, relevant creative seen by the target audience at the right time and in the right environment dramatically improves return on investment.

Audience targeting is also critical as ad tech continues to create new out-of-home capabilities. The benefits of digital out-of-home (DOOH) range from short creative deadlines, live in-campaign changes that take minutes, to triggered creative (weather, time, temperature, pollen count, even humidity count) opening up new opportunities for brands. These digital out-of-home campaigns, backed by well-defined audience data, and contextually relevant creative, is proven to uplift campaign performance.

What’s next for Audience Targeting?

This year audience targeting has evolved another step allowing marketers the flexibility to advertise with time, day and location targeting and media buys. That’s not something previously possible.

Tech will continue to drive innovation and push the limits of out-of-home’s capability. Audiences will also continue to increase demand for connectivity in their daily lives. This will compel marketers to integrate beacons, geo-fencing, facial recognition, emotional tracking, voice activation and movement tracking into their out-of-home investment. This connected, contextual and targeted approach will continue to evolve audiences into customers and drive campaign ROI.

Exciting times ahead.

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