Making spatially accurate decisions in OOH media
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Русская версия в другой презентации. «Geography in outdoor advertising? From static maps to dynamic territory models where movement becomes a key feature. Using geo-analytics we can answer questions like: «where are my clients, where should I be to grow my business, how many beagles are here on Mondays?"
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Making spatially accurate decisions in OOH media
- 1. Making spatially accurate decisions in OOH media Sergey Naumov
- 2. One of the most complicated tech allowed for
- 3. the most detailed digital copy of Earth
- 5. Land parcel on which the venue is located
- 6. This is the place where a new supermarket will be opened
- 9. location?
- 10. ”everything is related to everything else, but near things are more related than distant things” - Waldo Tobler, 1970
- 11. What is wrong with maps?
- 14. Sleeping at night Having fun Data (с) SmartLoc
- 15. The traffic is going to be really bad here
- 16. ”a living map” Babylonian view of the world Approx. 6 century B.C. What happens in New Work City, almost real-time
- 17. What’s inside Data Maps and graphs Flows and movements Field measurements and mobile panels Knowledge How to move from general to specific What is a sufficient minimum What can be analytically calculated and what should be measured Tools Spatial statistics Geo-analytics Data Enrichment
- 18. answers! “you must ask the right questions”
- 19. Данные (с) SmartLoc Where are the places like this? Which of them has OOH media nearby? Which of them doesn’t? Data (с) SmartLoc
- 20. How many people will see the ads shown here? Was it the same number last month?
- 21. These poor souls will be enjoying ads for pretty long time
- 22. How many people happen around the spot during Saturday lunch time? What about unique? Which territory should I cover in order to be seen by X pedestrians?
- 23. Where are my buyers? Where should my ads be? Why the performance is suffering?
- 24. Where else can I meet the beagle lovers? This is Woody. There are three more beagle-boys and one beagle- girl regularly walking around
- 25. No maps, just services
- 26. geo-
- 27. Спасибо за внимание! Сергей Наумов sn@esri-cis.ru
Editor's Notes
- Where is the geography in OOH media
- On our pockets we have one of the most sophisticated tech – GNSS, global positioning system (GPS, GLONASS, Baidu, Galileo)
- This tech has allowed us to get the most detailed description of the Earth. It is probably good that people are getting used to good things so fast – otherwise the innovation stimulus could be much less At Esri we are trying to bring innovation using the science of geography, something which most of us has studied and successfully forgotten...
- ...compensating with modern pocket-size technologies – we use navigation apps, we take photos with geo-tags, we checkin, we search using maps – and underneath it just somehow works
- Esri is a software company which serves half of the world market of geographic information systems and takes part in making it “somehow work”. It works in government systems, like this one which allows everyone to check the cadaster value of a parcel without the need to visit an office
- in commercial companies, which helps them choose properties among hundreds of candidates and open three to five new stores every day. Geo-tech is used to assess the prospect location and calculate the turnover taking into account a number of factors
- used by the governmental officials when planning emergency response activities
- and used to have fun. Btw, this app generated several billions requests to our cloud platform per day, which was not a joke.
- While what is geography as a science may be covered by mist, the value of location is considered well-known. Yet, we often hear that “location is not really important in our business”. My purpose is to show why we are certain that location is one of the key components of many types of analysis and is very much so when we are planning OOH media campaigns.
- This is sometimes called “the first law of geography” I would interpret this as follows: when considering how to most effectively spend the money, take into account that everything is located somewhere, and right location can do the spending more effective while wrong location can totally ruin the thing.
- What is fundamentally wrong with maps, both paper and digital? First, they are always (ALWAYS) outdated. They become obsolete before they appear on a website, in a mobile app or in a report.
- Second, typical maps represent only immovable assets, while everybody is interested in people, ideas, goods and money, and all of these tend to move in space and time. And the more active they move, the more valuable is the knowledge of their location. We will talk mostly about people, but the approach is easily applicable to other three categories.
- Every business is willing to know as much as possible about its customers: where they spend the most of the day, how this changes over time. We do not want to track individuals, but statistically valid estimates are of high importance. Knowing how the population is spread we can better plan marketing activities and better understand WHERE to focus and where not to
- What attracts people, what are the traffic generators: business centers and shopping malls, train stations and airports, coffees and metro entrances, zoos and places where the renaissance music lovers come every Friday night.
- how they travel – how fast is the traffic, how dense is the traffic, how many people are passing by And these are not static metrics, these are ever changing values, reflecting the change of season and a day in the week and a time in the day
- To catch the ever-changing environment, we have introduced a living map concept. This is a blend of a traditional map as a media, and recent tech advances in data processing and data delivery. A living map represents how the world around us is changing, what’s just happened, what typically happens in this location on Tuesdays, what will most likely happen if the events will roll out the way they’ve been rolling out until today
- Inside there are three main pillars, not too original Geography helps us bringing together data sources for which location is the only common denominator. We are able to analyze the data using both traditional statistical approaches and geo-statistics.
- what answers are we now able to get if we “ask the right questions”?
- Here is the place which I find satisfying; where are the similar locations if we assess the number of characteristics (say, having the same traffic flow, similarly close to the metro station, with similar population denscity within 5-min walking area)
- If I decide to stay at this location for 24 hours, how many eyes will see me (if there is no snow, obviously)? Where can I find people with similar interests in the same amount?
- What is the speed with which people are passing by my billboards? how does the speed change during the day? where are the places we are to catch most of their attention?
- If I am preparing a promo, where are the best locations to get the planned number of visitors?
- What if I decide to go indoor, and the venue is large – where are my buyers? What are their typical routes? How my store location fits the route density?
- Where are beagles?
- A living map may have no mapping part. It can be an information flow streaming into other information systems which manage ads on DOOH. It can transmit automatically something like (translated to human readable form): “the X street near number 33 shows congestion, the speed dropped from 50 to 30 and keep slowing down, the expected congestion length is 2.5 hours, the following billboards are within the traffic area”
- by analyzing the geography of static things and dynamic people, we can better understand not only where they happen to be, but also what is the context around them, we can understand what happens nearby geo-analytics is a pleasure which should be available to everyone