{"id":2595,"date":"2021-07-15T13:42:13","date_gmt":"2021-07-15T11:42:13","guid":{"rendered":"https:\/\/beta.forwardkeys.com\/the-role-of-big-data-and-ooh-in-contextual-advertising\/"},"modified":"2024-12-04T12:34:33","modified_gmt":"2024-12-04T11:34:33","slug":"the-role-of-big-data-and-ooh-in-contextual-advertising","status":"publish","type":"post","link":"https:\/\/forwardkeys.com\/es\/the-role-of-big-data-and-ooh-in-contextual-advertising\/","title":{"rendered":"The role of Big Data and OOH in Contextual Advertising"},"content":{"rendered":"
\n
\n
\n
\n
\n

It\u2019s hard to cast your mind back to a time before the industry was spruiking the benefits of taking a data-led approach to everything from audience profiling, planning, buying, and metrics to demonstrate success. The explosion of data across the media landscape has impacted all media categories, including the previously data-poor Out of Home industry. The industry now is faced with almost too much data, every media operator has a data offering, and the question lies, how do we leverage this to its fullest?<\/strong><\/p>\n

More creativity is available with smart-tech OOH touchpoints<\/strong><\/h3>\n

The world of OOH advertising is increasingly data-driven, and one of the most substantial developments in the industry is the implementation of location data for targeting and measurement. Media planners and marketers alike are putting into action more data-led planning, whilst at the same time being able to demonstrate tangible outcomes.<\/p>\n

Indeed, according to the Ads Driving Online Activity Survey by Nielsen, nearly 5 in 10 US adults turn to Google, Bing, or other Internet search engines to look up information regarding the advert they have just seen or after hearing something advertised on an OOH format. They also compare this to the percentage of people who used a search engine after seeing an online banner ad, which was only 36%.<\/p>\n

Thanks to the advances in modern, real-time data streams, a new category of audience targeting is emerging, in the form of \u201chyper-targeted\u201d programmatic ad placement. Through the use of new location data streams, brands and agencies are now able to deliver curated advertising content to an equally curated audience.<\/p>\n

These data streams, working in conjunction with the latest DOOH and MarTech solutions, allow for more creativity. DOOH now can leverage geolocation data, gather insights, and update digital billboards and outdoor media formats in real-time \u2014 tailoring the content to factors such as weather, time of day, traffic conditions, and even the direction that people are heading.<\/p>\n<\/div>\n

<\/div>\n
<\/div>\n
<\/div>\n
\n