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Spatial Analysis: the Countervirus in OOH?

The document discusses the impact of COVID-19 on out-of-home (OOH) advertising, highlighting a significant reduction in global spending and the expected recovery trends in different regions, particularly China. It emphasizes the need for marketers to leverage geospatial data for better audience profiling and campaign effectiveness post-pandemic. Additionally, it introduces Geoohub, a location intelligence solution designed for OOH media owners to enhance inventory management and audience mapping.

Data & Analytics◦
Related topics:
Data Analysis Insights•Data Science Insights•Spatial Analysis Overview•
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Spatial Analysis: The Countervirus in OOH? Follow @CARTO on Twitter
Introductions VP Marketing at CARTO VP Solutions at CARTO Founder & CEO, Halley Intelligence
Carlos Viladevall • Founder & CEO, Halley Intelligence • CEO at Posterscope Spain • Management Consulting and FMCG Marketing • Harvard MBA
What’s happening in OOH? expected spend on OOH globally in 2020 (Pre COVID). Enders Analysis $40bn reduction in spend during the last advertising recession in 2008. The Drum 11% Of OOH expenditure comes from sectors such as leisure & travel that are devastated by COVID-19. Macquarie Research 20%
It’s not all bad news though...
Take OOH Spend in China: ● January - spend down 90% during full lockdown. ● February - back to 40% capacity. ● March - back to 70% capacity. Normal capacity expected soon in many regions. Source: Woo China, 2020
What will marketers expect when we get back to normal?
Post COVID-19 trends for OOH Agencies & marketers’ will expect more bang for their buck as our economies move back towards normality, which will mean: ● New clients with more pandemic-proof businesses looking to OOH as a channel. ● More location data needs to be used to ensure a more comprehensive understanding of mobility patterns.
We develop intelligent geospatial solutions through geolocated data ecosystems run by artificial intelligence engines. Enriching Audience Profiling • Geo-behavioural profiling • Context What we do What does this mean? More relevant Activation • Where is my audience • What audience can I find at a specific site
Most frequent uses FMCG Services Media OwnersRetailers
GeOOHub: OOH Media Owners Location Intelligence Solution Audience Mapping Smarter Inventory Management Synchronizing OOH & Mobile
GeOOHub: OOH Media Owners Location Intelligence Solution Index • Each site • From 0 to 1000 • Measuring: ○ Volume ○ Interests ○ Socio-demo ○ Transactional - Public Data - Bid Streams - SDKs - Social - POIs Post-Campaign Metrics • Dashboard • Campaign Performance • Metrics: ■ Impressions ■ Reach ■ Frequency ■ GRP ■ CPM ■ Etc.
Let’s see GeOOHub in action….
Thanks for listening! Any questions? Request a demo at CARTO.COM Paula Juliá VP Solutions at CARTO // paula@carto.com Florence Broderick VP Marketing at CARTO // flo@carto.com Carlos Viladevall Founder & CEO, Halley Intelligence // carlos.viladevall@halleyintelligence.com