In the dynamic and ever-evolving advertising landscape, the emergence of digital Out-Of-Home (DOOH) advertising stands as a testament to innovation and growth. This modern iteration of traditional advertising uses digital technology to make public spaces interactive and engaging, offering an unskippable impression on consumers. Despite the clear advantages and upward trajectory of DOOH advertising, the effectiveness of these campaigns significantly hinges on the precision of the underlying data strategy.
In this article, we're going to dig into the challenges a leading OOH platform was facing and how they leveraged Narrative for better outcomes.
Starting with the results.
The impact of implementing Narrative's platform was immediate and profound for this OOH platform. By using the right data collaboration tools, they were able to:
- Deliver customized client solutions with unprecedented speed and efficiency.
- Navigate the complex data landscape with ease, acquiring MAIDs (mobile advertising IDs), enriching with demographic data, and segmenting data without the need for extensive manual intervention.
- Execute data transactions and campaigns within hours, not days, keeping pace with the fast-moving advertising world.
- Optimize their data strategy, achieving better client outcomes and a competitive edge in the market.
- 45% cost savings on engineering and operation resources
The Challenge
Challenges were multifaceted, requiring a sophisticated solution to address their needs comprehensively. The company needed a way to:
- Develop customized solutions for clients rapidly.
- Implement a hands-on approach to data management and acquisition.
- Ensure same-day turnaround for executing complex data transactions.
- Provide a one-stop solution for various data-related use cases, including acquiring new data, enriching existing datasets, segmenting audiences, and transferring data efficiently.
The Solution
Narrative's Data Collaboration Platform emerged as a pivotal solution for this leading OOH platform. By establishing just one Master Service Agreement (MSA), they could unlock access to a vast array of data from over 70 different providers without paying for duplicate rows via a single business and legal framework. This streamlined method allowed the company to circumvent the traditionally complex and time-consuming process of negotiating individual agreements with each data provider, significantly enhancing efficiency and access to critical data resources, unlocking:
- Effortless execution of complex queries across disparate datasets.
- Acquisition of precise data tailored to specific campaigns or initiatives, expanding their data budget.
- The use of enriched data for more effective audience segmentation and targeted media activation, including innovative approaches like B2B enrichment for professional audience targeting in real-world settings.
Digging a bit deeper
The transformative solutions implemented by the OOH platform showcase a meticulous and innovative approach to data-driven advertising. By leveraging sophisticated data collaboration techniques, they've crafted a series of strategic measures to refine targeting and measure campaign efficacy with unparalleled precision.
- Precision Targeting with Location Signals: The platform harnesses the power of location data by purchasing signals detected within the defined areas of their digital screens. This data identifies "exposed audiences," namely individuals who have encountered their advertisements. This method ensures that marketing efforts are concentrated on consumers directly impacted by their ads, enhancing the relevance and effectiveness of each campaign.
- Crafting a Control Group for Comparative Analysis: To further refine their strategy, the platform creates a "control audience." This process involves identifying individuals who have not been exposed to the ads by filtering out the Mobile Advertising IDs (MAIDs) collected from the exposed group. This unexposed audience is crucial for conducting a comparative analysis, allowing the platform to assess the true impact of their advertisements by contrasting behaviors between those who have seen the ads and those who haven't.
- Enrichment for Deeper Insights and Attribution: The platform embarks on several enrichment initiatives to deepen their campaign analysis. The first involves acquiring IP addresses linked to the exposed audience (MAID to IP matching), enabling a sophisticated attribution model. This approach allows them to track if individuals exposed to the ads visit the advertiser’s website, offering direct insight into online behavior post-ad exposure.
- Enhanced Media Activation with Email Targeting: Another enrichment strategy involves matching exposed MAIDs with Household Emails (HEMs). By purchasing these HEMs, the platform can engage in targeted media activations on platforms like LinkedIn, extending the reach and impact of their campaigns into the digital realm and ensuring a multi-channel approach to audience engagement.
- Innovating with B2B Enrichment: On the horizon, the platform is exploring the enrichment of exposed MAIDs with Business-to-Business (B2B) signals, such as company size and industry name. Although in its nascent stages, this ambitious endeavor aims to tailor DOOH campaigns more precisely for professional audiences, promising to unlock new levels of customization and relevance in B2B advertising.
By harnessing the power of Narrative’s cutting-edge data collaboration platform, this OOH platform has not only overcome its initial challenges but has also set a new standard in the DOOH advertising sector. The story exemplifies the transformative power of the right technology partnerships and innovative data strategies, driving efficiency, growth, and success in the digital age. As DOOH continues to thrive, the future of advertising looks bright—dynamic, data-driven, and more engaging than ever before.