Data Analysis to Improve the Effectiveness of Digital Out Of Home Advertising

The Digital Out of Home (DOOH) is becoming increasingly popular worldwide. This is due to the fact that printed media and television are suffering a drastic loss of audience and advertising value. However, data analytics are not yet widely used in DOOH. This may be a problem, as the lack of precise data can make public campaigns ineffective or even more costly than necessary.

Why data analysis is important in DOOH?

Data analysis is extremely important in DOOH for several reasons. Firstly, it allows advertisers and media owners to measure the effectiveness of their campaigns and make adjustments accordingly based on data. This can help ensure that ads reach their target audience and are therefore more effective.

Performance Indicators

What are the most important performance indicators that we should measure in DOOH?

There are several performance indicators that can be used to measure the effectiveness of DOOH advertising campaigns. Some examples include: public attention, value demonstration, purchase behavior, customer satisfaction, and brand loyalty. Additionally, other important indicators include CPC (cost per click), CPA (cost per action), CPO (cost per opportunity), among others.

Besides that, data analysis can also help identify growth opportunities and improve the effectiveness of advertising campaigns. This can be done thanks to processes like A/B testing, which allow advertisers to adjust their strategies based on data.

How to Implement Data Analysis on Digital Out of Home

Implementing data analysis in DOOH may seem like a difficult task, but there are many solutions and tools available in the market. Some of them include mobile phone data analysis, beacon, Wi-Fi, and many others. Additionally, it is important that advertisers and media owners work together to ensure that data analysis is collected and processed correctly.

Challenges and Solutions

What are the main challenges that advertisers and media owners face when trying to implement data analysis in DOOH?

Some of the main challenges include lack of data standardization, complexity in collecting and processing data, lack of technical resources, and a lack of knowledge on how to use data to improve the effectiveness of advertising campaigns. However, there are various solutions available for these challenges, such as market solutions, consulting, and training.

In summary, data analysis is fundamental in DOOH to improve the effectiveness of advertising campaigns. This can be done thanks to mobile phone data, beacon, Wi-Fi and other technology analyses. Additionally, it's important for advertisers and media owners to work together to ensure that data collection and processing are correct.