Attention advertisers! Are you looking for the next big thing in advertising? Look no further than Big Data. The use of Big Data has been a game-changer in many industries, and OOH advertising is no exception. With the power to analyze vast amounts of data, businesses can now make smarter decisions when it comes to targeting their audiences with outdoor advertisements. In this blog post, we'll explore how leveraging Big Data can take your OOH advertising strategy to the next level and help you reach your target audience more effectively than ever before. So buckle up and let's dive into the world of smarter OOH advertising with Big Data!
1- What is OOH advertising?
Out-of-home advertising, also known as OOH advertising, is any type of advertising that reaches consumers when they are outside of their homes. OOH, advertising includes traditional media such as billboards, bus shelters, and transit ads, as well as digital media such as mobile billboards, digital signage, and place-based media.
OOH, advertising is an effective way to reach consumers who are on the go and difficult to reach through other channels. OOH, advertising can be used to target specific audiences based on demographics, location, and time of day. Additionally, OOH advertising can be customised and personalised to deliver a message that is relevant to the consumer in their current context.
Big data is playing an increasingly important role in OOH advertising. By leveraging data sources such as weather patterns, traffic data, and social media data, advertisers can more accurately target consumers with messages that are relevant to them in real time. Additionally, big data can be used to measure the effectiveness of OOH campaigns and optimise future campaigns for even better results.
2- What is big data?
In the past, outdoor advertising was largely reliant on gut instinct and expertise to make decisions on where to place ads and how to design them. However, with the advent of big data, there is now a much more scientific approach that can be taken to outdoor advertising.
Big data is simply a term used to describe the large volume of data that is now available thanks to advances in technology. This data can come from a variety of sources, including social media, search engine data, online purchasing habits, and more. By analysing this data, it is possible to gain insights into consumer behaviour and trends.
This information can then be used to make smarter decisions about outdoor advertising. For example, if you know that a certain demographic is more likely to respond positively to ads placed near public transportation hubs, you can target your ads accordingly. Or if you want to reach people who are likely to be in a certain mood (e.g., happy or sad), you can choose ad locations and designs that have been proven to work well for those emotions.
In short, big data provides a wealth of information that can be used to improve the effectiveness of outdoor advertising. If you're not already using big data in your planning, it's time to start!
3- How can big data be used for OOH advertising?
Big data can be used for OOH advertising in a number of ways. By understanding how consumers interact with OOH media, marketers can make better decisions about where to place ads and what message to include.
Additionally, big data can help identify patterns and trends that can be used to improve the effectiveness of OOH advertising campaigns. For example, if it is found that certain demographics are more likely to respond positively to OOH ads in specific locations, advertisers can target those areas more effectively.
Finally, big data can be used to track the effectiveness of OOH advertising campaigns in real time and make adjustments accordingly. This feedback loop ensures that campaigns are constantly evolving and becoming more effective over time.
4- Case studies of successful OOH campaigns that used big data
There are many ways that big data can be leveraged for smarter OOH advertising campaigns. Here are three case studies of successful OOH campaigns that used big data to achieve their goals:
4.1. Coca-Cola's "Share a Coke" Campaign
For its "Share a Coke" campaign, Coca-Cola used big data to personalise its marketing messages. The company collected data on people's names and then printed those names on Coke bottles and cans. This personalized approach helped the company connect with consumers on a more emotional level, and as a result, sales of Coke increased by 2% globally.
4.2. Pringles' "Flavor Stacking" Campaign
Pringles used big data to drive its "flavour stacking" campaign, which encouraged people to create new flavor combinations by combining different Pringles flavors. The company collected data on the most popular flavor combinations and then used that information to create targeted marketing messages. As a result of the campaign, Pringles saw a 6% increase in sales.
4.3. Ford's "EcoBoost Challenge" Campaign
Ford's "EcoBoost Challenge" campaign was designed to raise awareness of the fuel efficiency of its EcoBoost engines. The company collected data on people's driving habits and then used that information to create targeted ads urging people to take the challenge. As a result of the campaign, Ford saw a 5% increase in sales of EcoBoost-equipped vehicles.
5- How to get started with using big data for OOH advertising?
Despite the ever-growing popularity of digital advertising, Out-of-Home (OOH) advertising is still going strong. In fact, OOH ad spending in the US grew by 4.6% in 2018 to reach $8.1 billion (source: Statista).
One of the reasons for this continued growth is that OOH advertising is becoming more and more targeted and effective thanks to big data. By leveraging data sources like demographic information, location data, and consumer behavior data, marketers can now place their OOH ads in front of the right people at the right time – resulting in higher ROI for their campaigns.
If you’re interested in using big data for your next OOH campaign, here’s a quick guide on how to get started:
5.1. Identify your target audience
The first step is to identify who your target audience is. What are their demographics? What are their interests? What are their pain points? Answering these questions will help you narrow down which data sources will be most useful for targeting them with your OOH ads.
5.2. Collect relevant data sets
Once you know who your target audience is, you can start collecting relevant data sets that will allow you to reach them effectively with your OOH ads. Data sources can include things like demographic information, location data, and consumer behavior data.
5.3. Analyze the data sets
After you’ve collected the necessary data sets, you can start analyzing them to uncover valuable insights. For example, you can look at location data to identify which areas are best for targeting your OOH ads. Or, you can use consumer behavior data to understand what types of messaging will be most effective.
5.4. Optimize your campaigns
Once you’ve analyzed the data sets and identified the right audiences and messages for your OOH campaigns, you can start optimizing them for better performance. This involves running A/B tests to determine which variations of your ad campaigns generate the highest ROI.
By leveraging big data for OOH advertising, marketers can now target their ads more effectively and maximize their campaign ROI. If you’re interested in getting started with using big data for OOH advertising, following the steps above is a great way to get started.
Conclusion
Big data has profoundly changed the way we think about OOH advertising. By leveraging insights from big data, advertisers can make smarter decisions about where and when to place ads for maximum impact. This has made it possible for brands to target users more effectively than ever before, which helps them reach their desired audience and increase brand awareness. Additionally, big data allows marketers to use analytics to track the performance of campaigns in real-time so they can adjust strategies accordingly. With these advantages in mind, it's no wonder why many businesses are now turning to big data as a powerful tool for their OOH campaigns.
