On-the-Go audiences tend to follow daily routines faithfully. The collection, processing and analysis of SDK data enables attribution of a mobile device ID on POI’s and Locations (Road stretches and indoor ecosystems) along with the time of visit. This helps formation of various audience segments and COHORTS based on their Spatio-temporal dynamics of audience mobility and preferences which enables targeted ad-content planning determining where, when and how an ad will have the most impact. Making cohorts of Audience segments with certain interests and targeting their frequented locations at their predicted time of visit is the PROOH’s promise of delivery to marketers. In contrast to one-to-one advertising, PROOH tracks consumer behaviours on a large scale without resting on any personal identifiers and uses modelling of probabilistic, historical spatial telco data for identification of locations that are relevant to target audience personas.

Prooh’s Advanced Audience Measurement Platform is composed of Computer Vision and uses a HD IP Camera at the site level for recording live scene analysis pointing at the intended direction capturing data within a defined “audience Contact Zone” or “field of view” to calculate real time impressions. Camera Observation at site level helps supervise local instances and collects audience data for real-time measurement of precise audience impressions from vehicle and pedestrians with processing of Dwell time for vehicles & bodies and attention time for watchers. Conversion of vehicles into impressions are based on their type (car, SUV/truck, van, bus) and adjustable passenger per vehicle stats with gender and absolute age classification for pedestrians. Vehicles are further analysed by type and color, and watchers by demographics and face contact (attention time). Results are automatically aggregated and brought forward on our campaign reporting dashboard for campaign impression validation. Through Audience measurement, ooh and DOOH sites have proven metrics and implementation architecture for targeting much like the other digital medias.

Contextual targeting is based on various events or situations when multiple brands would want to place their ad-messaging. Contextual campaigns increase audience engagement with the right audience by Triggering the right content to the right audience or adjust your content in real-time to best address your targets. All that Marketers need to do is to set the conditions under which they may want to buy media, and when those conditions are met, the ads will be automatically served on DOOH and installed in OOH through seamless installation abilities and payments for the display period are made on impressions. On DOOH, such events can be pre-determined and scheduled in the CMS for serving the ad content on a future date or by serving ads in real-time based on integration of Partner API’S and with IOT devices at site level. Digital out-of-home is observed on the go. Therefore, when planning the period of placement and creative, consider custom ads for various contexts (i.e., day vs. night or sunny vs. rainy), and adapt your messaging for each screen location. Professional oversight is the key to proper execution of contextual ads both in DOOH and OOH.