Outdoor advertising is getting smarter: a look behind the scenes

Outdoor advertising is becoming smarter and more data-driven – but the real challenge often lies in the details. In his latest guest article for Adzine, our CPO Lars Kirschke takes a look into the “engine room” of data-driven campaigns and sheds light on where the stumbling blocks lurk.

1. choosing the right data partners

Data protection is a valuable asset in Germany. In order to work with data that actually creates added value, the highest data protection standards and the selection of data partners are of crucial importance. GDPR certifications are the minimum, as compliance must be the cornerstone of any data strategy. The quality of the data is also essential – instead of relying purely on aggregated index values, data service providers should create transparency and report real case numbers. Granularity, such as the use of precise geodata, creates the necessary level of detail for targeted campaign planning. This level of detail is important: whether an advertising medium is located there or 100 meters away can have a decisive impact.

By the way: I’m really happy to work in our industry. We are competitors, but we still exchange ideas at industry events. Also about our experiences with the various data partners. Who are the black sheep? Who is reputable?

2. use static and dynamic data in crossover

The right balance between static data, for example from studies, and dynamic data such as GPS tracking is crucial. The more dynamic a data source is, the greater the risk of blurring (see case numbers). One solution here can be the blending of data in geographical space, such as the merging of audiences from market media studies with current behavioral data. This creates flexibly adaptable yet valid insights into user behavior, which strengthens every (D)OOH media plan.

3. unearth data treasures from the online world

Digital data is not only valuable in e-commerce and social media – it can also be used for OOH. Through contextual target group definitions and the use of geo-fencing, campaigns can be played out precisely and based on location. If you are able to create lookalike target groups, you can increase this – for example by transferring the defined target group to other geographical areas. However, a dedicated data management platform (DMP) that enables intelligent segmentation and management of the data is recommended for this.

4. breaking up the OOH silo

The issue starts within the genre. Unfortunately, some advertisers and agencies view OOH and PDOOH as separate media and plan with different datasets and different KPIs. Often out of the belief that “programmatic” or “digital” are more important than OOH. However, the perception of people in the room makes no difference. The medium belongs together.

There is additional potential if OOH is integrated with other media. This applies to the virtual customer journey as well as the physical, daytime mobility. Especially in combination with other channels – for example in conjunction with mobile – OOH can play to its strengths and contribute directly to activation. It can also compensate for regional imbalances in other genres such as TV. A lack of advertising pressure can thus be compensated for by outdoor advertising. But the final push in retail before the purchase is also a valuable impulse in combination with retail marketing.

5. mastering data visualization

Data is only as valuable as its presentation. The best way to master the complexity of growing data sources is through clear, intuitive and visually appealing visualization. Companies that invest in excellent data visualization gain more than just understanding – they gain an edge by being able to assess and then act on insights faster and more accurately. The ability to effectively combine and visualize layers of data will be critical in the data-driven future of marketing.

The bottom line: a data-driven strategy in the OOH sector may sound good, but without the right mix of technology, partners and processes, it will remain ineffective. And it needs the right people with the right expertise to make the right assessment – for an expert look under the hood.

Source: https://www.adzine.de/2025/01/datengetriebene-aussenwerbung-die-fehler-lauern-im-maschinenraum/