Outdoor Advertising in modern data driven marketing.

Every marketing should be data drive, otherwise it is not an investment.Consider it as a waste of money!
If we can measure something then we can improve it.

In 2022 we see a lot of companies started doing outdoor advertising.

Around the world, more and more employers continue to embrace flexible schedules for their workforce, with 81% of survey respondents believing their employer will continue to support remote work after Covid-19. This also means that OOH viewership opportunities will continue to be dynamic and unpredictable. Reliable measurement will be a prerequisite and advertisers will expect to be able to run agile OOH campaigns based on recent trends and real-time results.

The biggest problem in OOH is that advertisers does not get any sophisticated data. Most OOH media solution do provide data like impression prediction, foot traffic based on geo-coords which they get from 3rd party data providers.

and the biggest problem with that 3rd party data is that it arrives with 48 hours delay and it is 30 days outdated data.

What does it mean for Advertisers?

As a marketers i hate that data because it is wrong data and is not sophisticated enough to run data-driven campaign which can be impactful.
And…