Loohcal Media, Gloohbal Measurement: Pushing mobile location data for Out-Of-Home

Daniel Cuende Alonso

CUENDE, an out-of-home (OOH) planning company, details how it created a hybrid data methodology to help map how targets move and to where in order to improve OOH targeting.

The king is dead, long live to the king

Yes – TV is no longer the king of the media. A sudden eruption of digital and online media has changed the landscape. However, when analyzing the success of the new king, we still ask "Why?". Digital was not initially a massive media type but came like a tsunami. It may be part of the success of digital was not for their massive reach, instead for other reasons. The secret was the measurement, or the "perception" of measurement. "Everything" could be measured: clicks, pages, unique visitors and real time, although later...

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