Case Study: Technology: Brand & Customer Experience

1. 1© Rekhaprocity Labs | Case studies
Efficiency and measurability in out-of-home advertising
A large wireless
operator
Situation
The out-of-home advertising (OOH) industry lacks the reliable performance metrics that
today’s media planners and marketers seek before committing money to a placement. OOH
companies do not have reliable data and analytics tools to demonstrate the reach,
frequency and return on investment their channel can offer. In most cases, they still rely on
manual data collection, which is expensive, time-consuming and sometimes inaccurate.
Approach
We have created a win-win partnership with the client to leverage its authorized big data
collected from its subscribers to help OOH companies and their clients track performance
of outdoor advertising.
We analyze this aggregated, anonymized data and deliver the insights in a format OOH
providers can use to price, measure and optimize performance in a scientific way.
Outcome
At last, the OOH industry has a viable alternative to the traditional method of measuring
OOH reach and performance. Our approach provides reliable reach and frequency
numbers that enable OOH providers to effectively calculate their audience ratings and
compare them to television and digital advertising.
By delivering an industry-standard set of key performance indicators, we can help revitalize
the OOH industry. The success of this venture also illustrates the potential for other sectors
to profit from our solutions that turn their big data into smart and valuable information.
Technology | Brand and Customer Experience
We use mobile data to bring reliable
standards for evaluating the performance
of advertising to a struggling segment of
the media landscape.