London, May 21, 2018
Quality vs Quantity In Out-of-Home Planning
Should outdoor media be valued on reach, or based on the qualities of outdoor audiences?
Outdoor inventory is valued mainly on its volume.
For almost as long as the medium has existed, the value of individual outdoor media sites has been calculated based on the impact they represent. The key metrics that go to calculate that impact are centred around how many people have the opportunity to see the ads on the frame at any time.
It follows therefore that the key considerations when calculating a frame’s value are as follows:
- foot traffic
- frame visibility
- frame size
New and emerging sources of audience and location data offer new, independent ways to plan and buy out-of-home inventory. This degree of control was only available to planners in the digital world - until now.
And that was okay - until the Internet came along.
10 years ago that might have been okay. But practices that have emerged from planning in other media (namely digital) tell us there’s more to it. Specifically, planners increasingly expect that audiences are made available not purely on a reach basis - but that those audiences are relevant. Take a luxury brand like Hilton Hotels for example.
Hilton does not want to waste budget buying space that reaches those who would never dream of staying in their resorts as they are not the market. What they want to do is to reach those who we can demonstrate fall into their market - and commit their ad budget to getting them across the line.
What do customers expect from planners now?
What they want to do is to reach those who we can demonstrate fall into their market - and commit their ad budget to getting them across the line. To build a solution that answers not just to how many, but to how relevant an audience is, we need to know both and in OOH the latter is illusive.
Fair enough. The reason such targeting is possible online for example is that all actions taken by users are electronic, and therefore measurable. The real world, conversely, is made up of zillions of real world actions that are not digital; a sip of coffee; making dinner; heading off to bed. That gap is closing however.
So, Out-of-Home 2.0; What’s the dream?
Our real-world consumer research data makes it possible to measure consumers’ real world likes, wants and interests in a digital, quantified form. Taking-in the 10x millions everyday real-world actions of millions of consumers around the world, Huq enables OOH planners to plan with precision.
Want to reach those who enjoy Arts & Culture visiting museums, galleries or cultural sites - or Fitness Fans who spend the early hours in the gym? Whatever the brief our nuanced, expressive geo-behavioural data allows you to find and explore your ideal audiences to get better answers quickly. You can even shoot straight for customers of specific businesses by name, geography, time and hour of day, shaping campaigns with explosive power.
Conclusion - quality vs. quantity in out-of-Home
The conclusion is that, as with all good things, we want both! The ideal audience solution for our target market; and reached at unrivalled scale. The good news is that now we can. Read our 2018 Royal Wedding and FA Cup Final stories to discover how it works. Happy planning :)