Last week, at the Adwanted Media Research Awards, JCDecaux was recognised for its innovation in OOH evaluation. Among winning multiple rewards, JCDecaux won the Best Use of 1st or 3rd Party Data category, with its project Location-Based OOH Evaluation: Targeting Audiences Where They Live.
The project’s focus was on how mobile data can be leveraged to improve campaign effectiveness in a privacy-compliant way. To address the challenge of measuring OOH effectiveness, JCDecaux’s plan was to develop a method to evaluate the impact of its D48 and Large Format OOH advertising screens. The goal was to provide advertisers with reliable, data-driven insights into who was being exposed to their campaigns, a notoriously difficult challenge in OOH! Their solution leveraged BT Active Intelligence’s anonymised and aggregated mobile data to analyse the movement patterns of 24 million devices. This mobile location data provided a unique opportunity to link the physical locations of advertising screens with the home postcodes of individuals most likely to see them.
Their data-driven approach delivered strong results across multiple campaigns, notably for BMW Mini Electriccampaign, which saw significant improvements in message recall, intent to test drive the car, consideration, engagement, perception of uniqueness, and advocacy.
This is yet another example of the increased integration of mobile data in OOH evaluation and measurement. At Route, we are actively evolving our methodology to explore how we can use mobile origin-destination data – journey start and end locations by MSOA level - can further improve the precision of OOH audience measurement.
Watch this space!
