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RESEARCH, ANALYSIS & TRENDS
Putting data in the driver’s seat to reach
consumers-on-the-go
Imagine how blind we were before the data. The expected to grow by 3 to 4 per cent per year over the
question now for brand managers is what to do with all next five years to reach US$33 billion by 2021,
the new knowledge. Big data in marketing circles often according to the MAGNA Intelligence and Rapport
refers to the enormous amounts of data that businesses study. Although digital OOH contributes only 5 per cent
collect from marketing campaigns, customers, and of the global OOH inventory, it already generates 14
business leads collated through different channels. per cent of total advertising revenues and is expected
to grow to 24 per cent globally by 2021. The exposure
However, when it comes to Southeast Asia, the picture weekly to DOOH per capita has significantly increased
is not the same. Marketers face a dearth of consumer from 8 minutes in 2008 to 20 minutes in 2017.
insights due to our shorter history of digital advertising
and fewer digital touch points, compared to Western Connecting screens in Southeast Asia with
markets. As a result, brands find it harder to observe and IDOOH
pick up fast-changing consumer habits in this region.
A key player in the in-vehicle DOOH space is Asian
Driving Data and Digital OOH OOH media technology company IDOOH. Our mission
is to make rides better – across our inventory of over
Driven by big data, out-of-home (OOH) advertising is
experiencing a renaissance globally, especially with 24,000 screens across cars, taxis, vehicular roadsides
digital out-of-home (DOOH) due to its versatility as a and rail stations in Asia Pacific. With a diverse range of
digital touch point. Formerly seen as the “last broadcast content from entertainment, news, trailers, and relevant
medium” targeting people on the move, DOOH’s commercials, the in-vehicle screens attract commuters
capability is its ability to not only to reach – but actually to engage one-on-one in a captive environment for at
target – the young, urban population that might least 20 minutes.
otherwise be difficult to achieve through traditional Behind the screen is IDOOH’s big data architecture to
media. ‘capture all’- from location, time, taxi details, previous
location prior to engagement and campaign attributes.
The numbers speak for themselves. Out-of-Home We also capture location and movement of the fleet
advertising is now a US$29 billion market with revenue which provides data on historical and real-time which
can be used in the data analytics.
10 August 2018 - Predictive Algorithms & Native Ads