Big data opportunities such as location data and analytics will be the future of OOH advertising

18 February 2019

The world of marketing has evolved dramatically with the rise of the digital economy. Amidst the plethora of options when it comes to reaching and engaging with their audience in the digital realm, brands are struggling to ensure that they reach the right audience, at the right time and place, and with the right message. This is a challenge as brands are fighting to get consumers’ attention in the crowded digital space.


Big data, data everywhere

Fortunately, there is an alternative source of consumers insights that a Telco operator could offer, thanks to the inexorable connection between users and their mobile phones. Few of us would even leave for work each morning without a fully-charged smartphone, and with the increasing number of e-payment options today, some are even leaving their wallets at home in favour of their smartphones.

This trend isn’t limited to selected regions or top-tier cities either. Our hyper-connected world is projected to surpass 5 billion mobile users globally by 2019, up from just 4.15 billion in 2015. Closer to home, there are 4.8 million Singaporeans online through their mobile phones alone, with a hefty 192 minutes of time spent on them every day.

In a world where data is often dubbed as the new black gold, location data gleaned from smartphones may well be analogous to the refined product. This is the reason practically every available social media app aggressively tracks the location of their users, which are then analysed and offered as insights to advertisers. And more location-based data than ever is being generated by consumers today, as they go about their work, weekends and overseas holidays with their smartphones firmly in hand.

The ability of Telco operators to non-invasively glean insights from anonymous data of different segments of consumers means they are uniquely positioned to provide a holistic view of consumer segment such as understanding their online behaviour from brands of interest to potentially the leisure activities they favour. On the location front, the operators could also help brands to understand where specific segments of consumers go and the duration of their stay. Location and insights obtained this way cuts through the noise of traditional digital platforms with its high accuracy from a more holistic analysis of consumer segments.


The future of outdoor advertising

But how can location-based analytics work in real life? For a start, there is the ability to segment the data for a better understanding of a target audience in terms of brand affinity, geo-mobility throughout the day and other relevant information. The application of sophisticated data science and AI models could further identify deep insights such as families with young kids or those with aged parents for increased richness and depth of segmentation.

A telecommunication provider can perform cross analysis of attributes such as geolocation information with online behaviour, melding the physical and online realms for enhanced insights not obtainable elsewhere. Savvy brands and marketers can henceforth blend such information to surgically reach these audiences with similar profiles at the right physical locations.

Indeed, the big data technology that makes it possible is quietly helping to revolutionise billboard advertising. According to a study by Nielsen, digital billboards generate high recall rates and positive reactions, with travellers recalling at least one specific digital billboard the majority of the time. By blending real-time location data, marketers are empowered to shift traditional outdoor advertising from a purely static medium to a more dynamic and proactive one.

While large data sets and proper analysis are required to obtain these insights, they are highly valuable and have positive, far-reaching ramifications. For instance, a shopping mall can better understand the impact of public holidays and national events on the footfall and run relevant promotions on digital signboards to bolster numbers. A bakery can better understand the type of crowd passing by to offer the most appealing promotions, ranging from working professionals looking for a quick bite to parents stocking up for the next day’s breakfast.


Location data and analytics for the future

Ultimately, location analytics are highly relevant to helping brands intelligently and effectively reach out to diverse audiences and is fundamental to achieving a shift from static to dynamic outdoor advertising. With access to large data sets, Telco operators can work with marketers to properly analyse and identify consumers, ensuring that the right messages are shown to the relevant audience at the correct time.

There is no question that Telco operators have a crucial role not just in helping brands develop a deep, intimate understanding of key consumer segments, but also with the development of next generation applications to tap these insights for maximum customer reach. With new data continuously captured and profiled in real-time, this value chain provides exceptional value to businesses both small and large.

This is the reason why StarHub has established a strong team of data scientists and platform architects to solve challenging and impactful problems with insights derived from data. SmartHub, our in-house telco analytics solution, provides insights that cater directly to the needs of marketers. Find out more about SmartHub here.

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