Out of home 200% more effective when mobile data is used to plan ad campaigns

POSTED BY ISHBEL MACLEOD

Out-of-home (OOH) advertising is 200 per cent more effective when mobile data is used to plan campaigns, research from Posterscope’s mData partnership with EE for various clients has found.

The data from EE was used to gain insight into consumers’ movements and location-based digital behaviours when they were on the move, to decide what OOH media sites to use.

Results from a campaign for Lenovo during the trial, which featured a control group and group optimised by EE data, discovered that unprompted advert awareness was up 200 per cent and online searches were up 150 per cent when EE’s anonymised and aggregated network usage data was used to optimise OOH media selections.

“Mobile data is one of the OOH industry’s biggest game-changers in a decade,” said James Davies, chief strategy officer at Posterscope. “We set out to redefine the approach to OOH planning using big data from EE and the partnership has really delivered.

“We can now accurately identify which outdoor sites are seen by users of particular websites or apps and what they are doing on their mobile devices at the time. For example, we now know Surbiton and London’s Caledonian Road stations both deliver major peaks in visits to fashion related websites so placing relevant OOH adverts in those areas will increase ad effectiveness.”

EE said that it was looking forward to generating further unique products with Posterscope in the outdoor advertising space.