At a glance

According to VIOOH, the JCDecaux-owned programmatic OOH platform, mobile device IDs are helping to bridge the gap between data-driven insights in programmatic and traditional demographics to re-shape outdoor media campaign planning.

Why it matters

While basic datasets – including time of day and weather patterns – are already being used to inform DOOH campaigns, advertisers can now use behavioural insights to identify key locations along a consumer’s daily journey.

Takeaways

  • Brands can use DOOH to deliver contextually-relevant messages at times and locations most likely influence consumers.
  • Mobile ID data, often passed on by mapping or weather apps with consumer content, should always be compliant with privacy regulation.
  • However, OOH should never be considered a one-to-one media channel, and its key strength remains in reaching a larger audience in a public setting.