Mobile tech, outdoor reach: How to use data to enhance digital OOH campaigns

Explores the possible uses of mobile ID data to inform targeting in digital out-of-home.

It is tempting to think that the only thing to have changed as outdoor has gone digital is the screens. Or that it’s simply the programmatic technology which allows spot buys based on audiences, events and situational triggers.

In reality, though, one of the most fundamental changes in digital outdoor is the ability to use more granular data to anticipate when key audiences are in the vacinity of an out-of-home (OOH) screen. Through the use of mobile ID data, media owners and media buyers can use anonymised and GDPR-compliant information to build a far more detailed picture of the audiences...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands