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SMART DATA FOR PLANNING IN OOH

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A SMARTER AS STANDARD ETHOS

How can this drive fame & impact?

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WHAT DOES ‘SMARTER AS STANDARD’ MEAN?

Smarter MediaMedia optimisation, using

data driven audience insights to reach more

relevant target audiences.

Smarter CreativeDynamic Creative

Optimisation and data driven dynamic content for DOOH

screens.

Saying the right thing, at the right time, to the right people

Achieving this can help drive both impact and fame

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DIGITISATION IS DRIVING OOH MARKET TRANSFORMATION

Upgraded DOOH

inventory

Better audience

insights

Integrated Tech

Platforms

Dynamic DOOH

creative

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AND THIS DIGITISATION IS SUPER-CHARGING OOH

effectivenessboosts our ability to show the right message, to the right consumers, at the right time. making advertising more relevant increases ad impact and can lead to improvements in ROI

efficiencyboosts our ability to execute targeted out-of-home ad buys, activated and paid for only when conditions are right, leading to improvements in audience targeting efficiency

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BUT THERE ARE SOME MISCONCEPTIONS SURROUNDING THIS DIGITISATION

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QUESTION OF THE YEAR…

WHAT CAN WE DO WITH DATA?

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OUR CURRENT DATA LANDSCAPE IS BIG AND SEGMENTED

more data available than ever before to make valuable planning insights but this landscape is difficult and time consuming to navigate

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CURRENT DATA PLANNING CAPABILITIES

Talon Insight/Effectiveness Tools

We have access to industry standard and bespoke planning tools…

● Talon Benchmarks and Creative testing● Talon AIM and Geolytics● Route/Power BI● ONS/Nomis/Datashine - based on census data● TGI & Touchpoints● Experian● Hitwise

Media Owner data

Not recommend as building blocks but can be used as a support…

● Exterion’s ABI tool● YouGov● CACI● Trace● Research panels

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EXAMPLE OF LAYERING DATA INTERNAL AND EXTERNAL SOURCES FOR A NEW BIZ PITCH

________

IDENTIFY STRONGHOLD AREAS

_________

Look to target areas with high usage of Uber

________

CORRELATE WITH AREAS THAT INDEX WELL vs 25-44’s

_________

To ensure we are hitting as many of the audience as possible

________

OVERLAY THEIR COMMUTER PATTERNS_________

To inform where we up-weight and prioritise OOH

________

USE DIGITAL CONTEXTUALLY

_________

Use owned data to make digital OOH copy super relevant

YOUGOV DATA ROUTE DATA ONS & TFL DATA CLIENT DATA

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SO TALON CREATED THE OUTDOOR ANALYTICS TEAM (O.A.T.)

● data analysts + OOH strategists● collect and analyse data from diverse sources ● produce valuable planning insights ● inform how to create effective and efficient out-

of-home campaigns

● raw route data; client data; reporting data; 3rd party data; discovered data.

● Power BI; analytics software by Microsoft○ collect and organise data○ interactive data visualisations○ reports and dashboards

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EXAMPLE USING O.A.T. DATA FOR GOOGLE HOME

IDEAUpweight full motion DOOH and AV in priority regions for

Google Home in Q4

RESULTSSky Adsmart using Route data to upweight playouts and AV

budget secured for DOOH

EXECUTIONUse Route data to find the biggest audience volumes

which visit priority retail hotspots

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TALONS FUTURE VISION OF DATA MANAGEMENT IN OOH

Audience Data

Location Context

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PAST, PRESENT AND FUTURE GOALS FOR THE ODMP

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5 CORE BENEFITS OF DEVELOPING THIS SYSTEM

THE

EFFECTIVENESS

REVOLUTION

More sophisticated segmentation

Better measurement

potential

More effective creative

Maximise unique reach

More time for creativity & innovation