Accessibility and application of data in Out of Home
Today’s marketers have access to a wealth of first-party audience data at the click of a finger. But when it comes to applying that data to your Out of Home campaign, what should you be looking for? And how can this level of audience understanding inform your media buy?
Relying on broad demographic and generational-based insights is no longer the go-to for effective planning. A granular understanding of audiences and behavioural based targeting is the way forward, as this approach offers much richer and more robust datasets to guide strategic thinking and is proven to lead to stronger ROI.
It’s good to ask your media partners what data they can share with you based on your target audience. Media owners are sitting on a mountain of gold, with access to multiple, reliable data sources based on the actual behaviour of consumers, mapped against their Out of Home assets to best inform campaign planning for clients and drive the strongest ROI on campaigns. So why not take advantage of it?
Leveraging multiple data sources to understand your audience, who they are, where they are, how they transact, and how they move across our nation can drive significant ROI when used correctly.
Behavioural data – the source of truth
How your target audiences move and transact is a source of truth for marketers, because the data details what people actually do rather than what they claim they have done or will do. It looks at how and where consumers are spending, where they’re traveling and how frequently, and in most effective cases, can be mapped against the media channel you’re planning for, thus allowing a brand to target specific to their buyergraphic audience and drive ROI.
Behavioural data gives brands the opportunity to understand consumer patterns and effectively map a brand campaign against them, reaching key buyers across multiple environments where they live, work, shop and play.
Mapping to Out of Home
Through oOh!’s Smart Reach capabilities, brands have exclusive access to unparalleled audience segmentation based on category buyers or buyergraphics in addition to demographics, , consumer behaviour and psychographics with over 500 audience segments available. This combines market-leading behavioural and buyergraphic segments with dynamic trip analytics in an easy-to-use platform, giving media planners the insight they need, more audience for media buyers, and stronger ROI for advertisers.
Category and buyergraphics are proven to perform, with 66% of brands who experienced significant brand growth doing so by increasing penetration of category shoppers.
Trust the data
Interpreting data correctly can give you a sound idea of where your buyergraphic audience is and where you can reach them. But you have to trust the data and realise that the sites that will best reach your audience may not be the billboards you had your eyes on, for example, or the familiar locations that worked for another campaign.
Effectiveness will increasingly be built on a foundation of data, representing the best way to understand people’s movements and buying habits, and then efficiently reaching customers. As we move to an era characterised by more audience-led buying, data measurement and analytical sophistication will be recognised by industry participants as the key to maximising ROI and campaign success.
To get ahead of the game, the recommendation is to talk to media owners and build an in-depth understanding of how data and audience-driven approaches can help form upcoming campaign strategy and delivery.