The Impact of Advanced Metrics on Brazil’s OOH Growth: A Case Study
11. October 2024
Enhancing OOH Campaigns with AllUnite’s Data Fusion Solution
In today’s competitive OOH advertising landscape, having accurate, real-time audience data is essential. AllUnite offers the most advanced solution available through its data fusion methodology. By integrating multiple data sources such as Wi-Fi and Lidar sensors, telco insights and GPS data, AllUnite enables media owners and advertisers to gain a comprehensive and accurate understanding of audience behavior. This advanced approach transforms OOH campaigns, making them more targeted, measurable, and impactful.
What is AllUnite’s Data Fusion?
AllUnite’s data fusion method merges diverse data streams to create a unified dataset that offers real-time insights into audience engagement. Unlike traditional methods that rely heavily on modeling and assumptions, AllUnite collects data directly from sources like Wi-Fi sensors installed on OOH screens, GPS data from mobile devices, telco data and detailed Lidar scans for data validation. The combination of these datasets provides a much richer picture of how people interact with OOH ads.
This methodology enables AllUnite to deliver granular insights that enhance campaign accuracy and targeting, ultimately improving the return on investment (ROI) for both media owners and advertisers.
Key Components of AllUnite’s Data Fusion
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Wi-Fi Sensors: By installing sensors on OOH displays, AllUnite captures detailed footfall data in real-time, measuring how many people are within the visibility area of the ad. This is crucial for understanding pedestrian traffic patterns and dwell time, particularly in high-traffic locations such as malls or transit hubs.
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Telco Data: Partnering with telecommunications companies, AllUnite gains additional insights into the demographics and movement patterns of mobile users. This anonymous data adds another layer of audience segmentation, enhancing the targeting capabilities of OOH campaigns.
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Mobile Location Data: AllUnite integrates GPS data from mobile devices, providing a broader understanding of audience movement across larger geographic areas. This data helps advertisers target ads based on real-world behaviors, such as commute patterns or weekend shopping trends.
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Lidar Technology: AllUnite uses lidar sensors to detect the exact position and movement of individuals near OOH screens. Lidar is highly effective in measuring the precise movement of the audience around the screen, which helps calculate more accurate impressions—especially in indoor environments where traffic can be static.
How AllUnite’s Data Fusion Drives Campaign Success
AllUnite’s data fusion approach offers several significant benefits to media owners and advertisers:
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More Accurate Audience Measurement: Traditional OOH measurement often relies on sample-based modeling, leading to assumptions about audience size and behavior. In contrast, AllUnite’s data fusion provides precise, real-time data on foot traffic, impressions, reach, and frequency. This allows for more accurate and trustworthy campaign metrics.
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Higher Impressions per Frame: By using multiple data sources, AllUnite captures 20% more impressions on static screens and 50% more impressions on dynamic screens, compared to traditional methods. This increased accuracy translates into higher value per frame, directly improving the financial returns for media owners.
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Improved Audience Segmentation: With insights gathered from Wi-Fi, mobile, and telco data, AllUnite enables advertisers to create targeted campaigns based on specific audience segments, such as age, gender, or income level. This makes OOH advertising more personalized and relevant, leading to greater engagement.
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Real-Time Campaign Optimization: AllUnite’s live data feeds allow advertisers to adjust campaigns on the fly. For example, if foot traffic increases unexpectedly in a certain location, advertisers can extend the duration of ads or update messaging to capitalize on the heightened exposure.
Cost-Effective Data Solutions: AllUnite offers more competitive pricing for its data fusion method compared to traditional OOH measurement methodologies. This cost efficiency, combined with the increased accuracy of impressions, significantly boosts ROI for advertisers.
The Future of OOH with AllUnite’s Data Fusion
As the OOH industry becomes more data-driven, the integration of multiple data sources through data fusion will continue to play a critical role in improving campaign effectiveness. AllUnite’s solution offers a pathway to more accurate, real-time audience insights, which in turn helps media owners optimize inventory usage, attract more advertisers, and ultimately drive higher revenues.
With AllUnite, media owners can transform their OOH assets into data-rich advertising platforms, providing advertisers with the insights they need to deliver highly targeted, effective campaigns. In doing so, AllUnite is not only enhancing the performance of OOH campaigns but also reshaping how the industry approaches audience measurement and data-driven advertising.
In conclusion, AllUnite’s data fusion methodology is a game-changer for the OOH industry. By combining real-time traffic data, mobile insights, and advanced sensor technology, AllUnite provides a comprehensive, accurate, and actionable view of audience behaviour, helping advertisers maximize their impact and media owners grow their revenues.
