This session will dive into the ways data has begun to completely change how the out-of-home industry provides value to brands. While each OOH network may be approaching the collection, analysis and application of data differently, the drivers are the same: Focus on audience, proof of effectiveness, deeper insights, timely decision-making, and laying the foundation for programmatic. Hear from a team of tech innovators on how new, sophisticated audience planning and measurement capabilities are changing how marketers buy OOH. View More

This session will dive into the ways data has begun to completely change how the out-of-home industry provides value to brands. While each OOH network may be approaching the collection, analysis and application of data differently, the drivers are the same: Focus on audience, proof of effectiveness, deeper insights, timely decision-making and laying the foundation for programmatic. Hear from a team of tech Innovators on how new, sophisticated audience planning and measurement capabilities are changing how marketers buy OOH.
Learning Objectives:
- Smarter Planning: How analysis and application of anonymous, aggregated data helps marketers understand where specific consumer segments go, and the best ways to use OOH advertising to reach them.
- Smarter Attribution: How to measure the impact of OOH advertising on multiple consumer actions, using a variety of digital measurement techniques.
- Playing in the Data Ecosystem: Best practices for integrating data into sales/marketing. View Less