Burger King and their agency partner Posterscope made use of the Adsquare OOH Planning & Activation Platform, a self-service and map-centric tool that allows any advertiser to identify the most suitable poster locations based on specific spatial data and geo-located audience data input. In this case the uploaded OOH inventory was owned by WallDecaux, German subsidiary of JCDecaux. Only with Adsquare can you get pre-bid integrations for programmatic DOOH and enrich inventory in real-time. And you can seamlessly activate any segment built with the Adsquare platform programmatically in your DSP of choice.
By combining audience segments and movement data, Adsquare`s technology automatically calculates index values for each DOOH screen and ranks the inventory according to relevance. The index calculation is based on the ratio between all users seen around DOOH screens and the desired audience and recalculated for every hour of the week. While the campaign was in-flight, Burger King activated footfall data from Adsquare to measure restaurant visits for optimum results.