Data Driven Marketing with CARTO for OOH Advertising

The global pandemic had a huge impact on outdoor media  with ad revenues dropping an estimated 29% during 2020  according to the Out of Home Advertising Association of America.  

As Covid-19 restrictions relaxed in the latter half of 2021  consumers across the globe began to hit the streets again  looking for some much-needed retail therapy. As footfall increased  so did advertiser investment in Out-of-Home media.

Today  Outdoor Advertising is undergoing a resurgence with ad spend increasing 38% in the last quarter of 2021. Major brands have returned with high impact campaigns in flagship locations  capitalizing on the return to near-normal pedestrian levels and shopping center visitor numbers.

Netflix clad a Madrid subway station with gold bullion bars to promote their series “Money Heist”  and also installed 200 fake surveillance cameras to launch the “Insiders” reality show.

Source: Vida de Madrid

In London  meanwhile  McDonalds installed a walkthrough billboard restaurant  a first for the outdoor advertising industry. The dual purpose advertisement billboard brought the restaurant to consumers  at the very point of first contact.

With brands pushing the limits of creativity and an influx of investment in street level campaigns  outdoor media owners and planners need easy access to audience data and spatial analytics to ensure plans are fully aligned to audience targeting criteria  and give the advertiser that all important return on campaign investment.    

Introducing CARTO for OOH Advertising

Today we announce the availability of CARTO for OOH Advertising  an exciting new solution for outdoor media owners  planners and advertising agencies. This application  developed specifically for outdoor media campaign planning  combines data  spatial analytics  map visualization and media planning features so outdoor advertising specialists can base their strategies on real consumer insights  rather than intuition.