×
I have read and accepted the Terms of Service and Privacy Policy. *
Yes, I would like to receive Adsquare's newsletter about industry insights and company news.
You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at marketing@adsquare.com. We process your information in accordance with our Privacy Policy which you can review via https://adsquare.com/privacy-policy-and-opt-out/.

* Required field.

Platform tutorial: OOH Planning & Activation

26 November 2021, Friday | By: Giulia Grazzini
5 min read

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

Welcome to Adsquare’s Platform for Out-of-Home Planning & Activation.

As Out-of-Home experts, at Adsquare we are well aware of the challenges that you are facing to reach relevant audiences Out-of-Home and in a privacy-friendly way. As the leading Audience and Location Intelligence company, we are here to provide you with the right solutions.

With our self-service platform you can easily combine various datasets for campaign planning, and for programmatic activation of digital Out-of-Home campaigns. What’s more, with Adsquare, you can seamlessly run multi-device targeting and retargeting campaigns and understand the effectiveness of your omni-channel strategy thanks to our Footfall Measurement solution.
Let´s dive in!

STEP 1: UPLOAD YOUR INVENTORY

Effortlessly upload your inventory list to our platform before you plan and/or activate your Out-of-Home campaign. Our heatmap highlights where the Out-of-Home assets are located, and it also provides the total number of locations and the number of people who have been exposed to the corresponding assets within a 60 meter or 197 feet radius during the past 12 weeks. If the inventory file contains official reach figures (for example currency data by JIC), then you will see the number of impressions accordingly.

STEP 2: FILTER BY ATTRIBUTES

The inventory lists may include attributes that are unique to your organisation and you might want to filter by at a later stage. These may include cities, formats, or the media owner. If the inventory is filtered, the reach figures will update immediately.

STEP 3: DEFINE YOUR PROXIMITY AND AUDIENCE

Leverage Adsquare’s rich spatial data in order to filter your Out-of-Home assets based on their locations. For example by its proximity to places of interest, based on official census data or on real-time weather conditions. What’s more, you’ll find multiple data dimensions based on consumer’s online and offline behaviours. Simply select your desired datasets by dragging and dropping them to the modeler. You can find the best matching audiences, by entering keywords relevant to your campaign or by browsing the data catalogue. Combine your datasets with ‘and’ or ‘or’ combinations to have full control about precision and reach. With our Audience Scoring, we enable you to predict consumer movement that puts privacy needs first and foremost whilst still allowing you to effectively reach desired audiences. We do this through a movement behaviour prediction engine. First we combine mobile audience data with SDK-derived mobile location data. Then we connect the corresponding audience segments to your Out-of-Home locations. The result is Adsquare’s ‘Audiences in Motion’ – an easy to understand index that scores each audience segment, for each unique location, for every hour of the day.

STEP 4: SELECT THE MOST RELEVANT SCREENS

Use the slider to adjust the poster score index value and filter your inventory accordingly. Select for example an index value greater than 1 to only select locations with an over-indexing audience, or a lower value to include more locations. Use the slider to filter by Poster Reach. This way, you can control the amount of users being reached around the poster locations during your campaign. Additionally, you can decide to filter by the index calculated on an hourly level. With this feature only dayparts, meaning hourly periods, that match the value set on the index slider will be selected. With your new setup in place, you can easily see what locations score high for your chosen target audience either in the form of a heatmap or 3D view.

STEP 5: GET ADDITIONAL INSIGHTS

Gain additional insights on when your audience is scoring high, see the distribution of your audience throughout the weekdays, and filter by days and hours of the week.

STEP 6: SAVE, EXPORT OR ACTIVATE 

Simply save your new campaign setup or update an older configuration. Our export function allows you to download the results for further usage. Alternatively our tool allows for seamless activation in your platform of choice for fully automated and programmatic Out-of-Home campaigns.

Finally, ‘big’ data in the form of spatial and geo-located audience data is available to deliver the insights needed to make Out-of-Home campaigns more relevant to audiences, and the contexts they find themselves in when outdoors. Meanwhile, programmatic automation has finally caught up with Digital Out-of-Home. Take advantage of the opportunities this presents in collaboration with Adsquare.

Get in touch with any questions you may have!

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

-->

Our website uses cookies and thereby collects information about your visit to improve our website (by analyzing), show you Social Media content and relevant advertisements. Please see our cookies page for furher details or agree by clicking the 'Accept' button.

Cookie settings

Below you can choose which kind of cookies you allow on this website. Click on the "Save cookie settings" button to apply your choice.

FunctionalOur website uses functional cookies. These cookies are necessary to let our website work.

AnalyticalOur website uses analytical cookies to make it possible to analyze our website and optimize for the purpose of a.o. the usability.

Social mediaOur website places social media cookies to show you 3rd party content like YouTube and FaceBook. These cookies may track your personal data.

AdvertisingOur website places advertising cookies to show you 3rd party advertisements based on your interests. These cookies may track your personal data.

OtherOur website places 3rd party cookies from other 3rd party services which aren't Analytical, Social media or Advertising.