Data sources will also become more ‘open’, further changing how data is used and shared across channels. This won’t just mean OOH planning ‘learning’ from other mediums, but data previously used only for OOH planning is now used more widely to optimise other channels too. Shared data sources will streamline planning efficiency, further integrating DOOH into the wider digital strategy.
These advancements in live data availability, access to various data sources and integration of DOOH allows us to monitor and understand shifting behavioural patterns and identify common mind-sets – serving as a fundamental tool to help us better plan effective, engaging and relevant campaigns. The result of understanding a real audience as opposed to an aggregated survey, will help us reach beyond the traditional demographic in 2017.
Via: IAB News and Opinions