Brand owners are being offered a new data-driven behavioural audience planning platform for their digital outdoor campaigns, in a move that it is claimed will transform the planning capabilities in out of home media.
Dubbed Journeys, the platform been created by outdoor media agency Kinetic to deliver a greater understanding of audience behaviours “on the go” in order to enable brands to activate against their movements.
Journeys works by combining data insights across traditional and digital OOH media formats boosted by a new partnership with mobile-first data exchange platform Adsquare. The agency insists the system is fully GDPR-compliant.
The scheme has been developed in response to Kinetic’s Commuter Commerce research, which showed that spending on the move is increasing year-on-year, with outdoor advertising acting as a key driving force behind online and offline purchases.
The agency claims Journeys enables marketers to gain deeper insights into target audiences while on their commute. It uses multiple behavioural and attitudinal data sources, including mobile SDK, retail purchasing, footfall and Route data to develop a detailed picture of audience activity and influences on consumer behaviour.
Kinetic maintains this can be optimised on a site-by-site level, enabling brands to use the platform to create a more granular and precise picture of its target audiences by location and time of day, thereby enhancing campaign performance.
It can also incorporate a brand’s first party data and bespoke audience segments to further shape the delivery of their OOH campaigns.
Kinetic head of data and technology Paula Fernandez said: “Journeys is a key component of Kinetic’s digital transformation roadmap, increasing our targeting and planning capabilities. It also marks a true watershed moment for OOH media as we bridge the gap between traditional ways of planning and buying OOH inventory and the opportunity to integrate with mobile devices, wider digital advertising, social media and in-app campaigns.”
According to recent weekly impact figures from Route, a body funded by the outdoor sector, Brits now see 1.1 billion digital out-of-home ads over the course of a week – up 36% from just a year ago.
There are now 11,024 digital screens across the UK, 51% more than last year, according to Route. And while digital sites account for only 3% the UK market, they claw in 48% of all outdoor revenues, according to a separate study by Outsmart.
Journeys has also been launched by Kinetic in the US, with expansion to further international markets planned for next year.
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