Channing Lovett

5 Reasons Why OOH Professionals Are Turning to Location Intelligence

While travel and commuting pick up speed once again across the world, investment in out-of-home advertising (OOH) is growing in tandem. With OOH ad spend projected to grow to 37.7 billion (USD) globally in 2022, many major brands have returned to launching high impact creative campaigns (like Amazon’s Prime Video Anamorphic billboard promoting The Wheel of Time’s release) in flagship locations, as well as in high traffic areas.

As brands continue to invest more dollars into creative OOH marketing and advertising campaigns, outdoor media owners and planners are turning to Location Intelligence and GIS to improve their strategies so they can put themselves ahead of the competition. Why? Because access to spatial analytics and audience data enables them to better align their to their target audiences, as well as visualize and analyze their data from a refreshed, holistic perspective so they can see opportunities and relationships they may have missed previously. From here, outdoor media owners are able to draw more valuable insights and make informed, data-driven decisions to develop the most efficient advertising solutions to connect brands to consumers, and, ultimately, promote a greater return on investment (ROI).

Pretty cool, right?

But, what are the specific reasons why OOH professionals are incorporating Location Intelligence data and analytics and, overall, GIS into their strategy? Well.. Let’s dig into the top 5, shall we?

5 Reasons Why OOH Advertising Professionals Are Using Location Intelligence & GIS

1. Improved Targeting

Geospatial data streams from CARTO’s Data Observatory, such as geosocial, weather, financial or human mobility data, can be used to micro-segment customers and hypertarget campaigns by location. Incorporating and analyzing these datasets can have a large impact on the effectiveness of OOH campaigns. How? Well, identifying and visualizing your audiences on a map can help you create marketing strategies that are more efficient and make sure you’re targeting the right audience with the right message at the best possible time and place.


For example, Posterscope incorporates Location Intelligence and third-party data into their strategies to understand their target audiences as well as build better audiences to ensure they are providing relevant ad experiences. In addition to using data from the CARTO Data Observatory, Postercope worked with CARTO to create a platform which allowed their team to ingest different datasets, correlate them and identify areas they wanted to leverage.

With access to these datasets and the index they developed, they were able to perform audience mapping, geospatial analysis and pinpoint locations in other areas where they could expect similar results after deployment. The results of using this technique? A client campaign by Posterscope achieved a 230% increase in visitors. Nice!

2. Enhanced Campaign Planning & Analysis

A Location Intelligence platform allows OOH advertisers to organize all of their audience metrics and campaign results into informative, detailed maps. This clear visualization helps users to more easily understand coverage and impact insights, and see exactly how campaigns are performing within certain target groups and locations.

GIS solutions, like our Out of Home Analytics product, enables OOH professionals to run scenarios to better forecast coverage, impressions and potential performance results before each plan is actually finalized and deployed so campaigns can be optimized accordingly.

In recent years, Clear Channel Outdoor (one of the world’s largest outdoor media companies) has turned to spatial data to boost and improve the brand-customer ad experience. Although they had been collecting data insights within their RADAR® product, they didn’t have a clear way for advertisers to dip into insights derived from this data.

So, what did they do to overcome this obstacle? Clear Channel Outdoor partnered with CARTO to create a dynamic OOH campaign planning tool that uses aggregated, anonymized mobile location data to help media strategists map out campaigns more effectively. The tool shows what audiences pass by panels owned by Clear Channel Outdoor and maps them to all of their advertising estate, thus allowing OOH advertisers to choose panels –based on attributes like shopping habits and travel patterns– that are in the optimal locations for reaching their target audiences.

3. Heightened Audience Analysis

Access to rich audience data gives OOH professionals total flexibility to custom-build audiences based on interest and demographic data, as well as brand affinity scores. As with its ability to aid in campaign analysis, an integrated spatial application like CARTO’s Out-of-Home solution helps calculate campaign coverage, which allows OOH advertisers to take a future-forward approach by having insight into the potential reach of their media plan before it is actually launched.


Additionally, the use of Location Intelligence analytics helps a brand’s advertising team create more personalized, tailored experiences which enhances their trustworthiness and relevance to customers. Stepping back for a moment, for example, Posterscope uses Location Intelligence data to help create contextual, personalized experiences across the consumer journey to make sure they are 1. understanding the specific needs of the customer and 2. shaping the experience accordingly.

4. Refined Inventory Visualization & Exploration

The top perk of GIS is its ability to help users develop, manage, analyze and map datasets so users can visualize results, see relationships and tweak media plans (i.e. ad placements) as needed.

When using a Location Intelligence platform like CARTO, OOH users can:

  • Explore the inventory based on geographical boundaries (by city, postal codes, etc.) and visualize the media inventory on fully interactive maps.
  • Filter by asset type, size and format or any other attribute used to classify panels and run advanced proximity analysis by filtering by nearby Points of Interest (POIs), categories and brands.
  • Explore and select assets based on “areas of influence,” dynamically adjust for campaign scenario planning and zoom in to visualize assets and their street level surroundings using Google Street View.
  • Drill down to individual billboards or digital assets, to see its location, dimensions and type and prioritize the nearest outdoor panels to a flexible set of POI criteria.
  • Apply custom audience segmentation to explore the panels that would be most relevant for a campaign.

5. Increased ROI

Location Intelligence allows advertisers to analyze and visualize numerous campaigns to understand how placement affects key performance metrics, like impressions or click-through-rates for digital campaigns and foot traffic or in-store purchases for traditional campaigns. By combining online and offline customer actions, brands and OOH agencies can develop geomarketing strategies using visitation, demographic and socio-economic data to encourage a higher return on investment.

The use of location data in outdoor media planning and deployment can help advertisers micro-segment at a lower granularity and enable faster campaign insights to increase ROI dramatically. For instance, a study by Forrester found that the use of mobile location data helped digital marketers boost conversion rates by 60% and improve the ROI of their advertising campaigns by 68%.

Are You Ready to Use Location Intelligence to Improve Your OOH Campaigns?

When it comes to OOH advertising, taking a data-driven, geospatial approach is crucial, especially when you want to put your or your client’s brand ahead of competitors. If you’re ready to start incorporating GIS and Location Intelligence into your OOH strategy, give our Location Intelligence Platform a test drive by signing up for a no-strings attached two week trial.

About the author
Channing Lovett

Content Marketing Manager at CARTO

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