Measurements

Unlock customer data. OOH is not a black box anymore.

location data

What is location data?

Information about a specific device’s whereabouts at a certain point in time.

How is location data collected?

Mainly through apps that are downloaded and used on smartphones The apps collect this information using an SDK.

What is an SDK?

  • A Software Development Kit is basically a piece of code that can implemented in an app allowing it to collect and send information
  • Collected location data through 1000’s of apps installed
  • 10 Million mobile devices
  • Signal accuracy of 10 meters or less

Know your audience

  • Quantify

    To capture, analyze and measure vehicle traffic, geo-location behaviors and demographics across OOH locations.

  • Engage

    Understand the profile of audiences at specific sites

  • Optimize

    Rebuild your plans and retarget your audiences through digital channels

understanding customer movement

  • Map customer paths to purchase
  • Uncover store visitor demographics, journeys and affinities
  • Measure and benchmark venues against competitors
  • Map Millions of mobile device locations across the city
  • Profile exposed audiences based on geo-behaviors and demographics
  • Calculate key metrics such as Gross Impressions, GRPs, Reach, OTS, Day Parts, Relative Traffic etc.

OOH location analysis

  • Measure traffic and footfall across OOH locations as well as other relevant POIs
  • Map customer paths to purchase
  • Uncover store visitor demographics, journeys and affinities
  • Measure and benchmark venues against competitors

Building blocks of OOH Measurements

  • SSM Insights is built upon the same core building blocks. The key differences are the data inputs.
  • SSM is now enhancing its measures with greater precision, including additional audiences and more detailed geographic options,.
  • The location data ratings put OOH on a level playing field with online media channels by allowing the industry to move from “showings” to measures more commonly used in online channels and better than TV measurements.

Contextualizing Audience and OOH Media

  • 1

    Household Level Population Data

    Utilizing household data, we create rich population profiles and understand the types of people that live in particular areas – their demographics, consumer behaviours, attitudes, and more.

  • 2

    Nationwide Movement and Location Data

    Using mobile location data, we identify movement and activity patterns that help us understand how and why people travel – their pathway, mode, volume, frequency, motivation and destination.

  • 3

    Connecting Trip Paths to OOH Media

    We then contextualize population movement alongside audited inventory to quantify audience exposure metrics – the proximity, dwell time, opportunity-to-see, and likelihood-to-see.

  • 4

    Calculating Target Audience Delivery

    All of this data is then combined to determine the specific metrics for a unit – impressions, composition, reach and frequency – against each of the target audiences exposed.

How Impressions have evolved

  • What Has Changed

    • Mobile technology provides a better estimate of hourly traffic on roadways throughout the week and throughout the year.
    • Millions of traffic count locations can now be cross-referenced and aligned with mobile trip data and calculated for every unique road segment.
  • Why It Matters

    • Traffic counts are the basic building block that allow us to understand overall audience circulation. While a high traffic count may lead to higher impressions, other factors such as illumination, vehicle occupancy, and directionality all play a role.
  • What Has Changed

    • Hourly speed data for all roadways.
  • Why It Matters

    • Dwell time influences the likelihood of content being seen, as well as the number of spots that a single person has an opportunity to see
    • The greater the time that an audience dwells near an OOH media location: The more likely they are to look at the unit The more opportunities those audiences have to see multiple spots on the same unit
    • Speed data from connected cars and navigation apps is available on more roadways than ever before.
  • What Has Changed

    • Mobile device data from across the country for all trip purposes.
    • Home locations aggregated by block group.
    • All geographies accurately reflected in the in/ out of market impressions
  • Why It Matters

    • Mobile data enables us to understand the home locations of the audience passing by all OOH media.
    • Comprehensive coverage across the main cities allows us to quantify out-of-market audiences, such as business travelers or tourists.

Tracking transit media

To monitor the OOH impact in an integrated advertising campaign, you need an accurate measurement of the exposure that an outdoor marketing signage can have. Saudi Signs Media resolves this problem by using state-of-the-art technology such as object training and motion detection. Our outdoor advertising signs are fitted with sensors that record traffic direction and real-time vehicle analytics on a cloud-based dashboard. With this information, you can analyse coverage data, step up OTS and GRP, plan and commercialize OOH, using metrics that are used for any other advertisement media.

  • Long distance visibility
  • Direct reach
  • Accurate number of impressions
  • Records of speed
  • Qualitative analysis of the campaign
  • Records of routes taken

how can we help your brand?

At Saudi Signs Media, we help you formulate the best integrated marketing campaign for your brands. Our creative and intelligent analytic innovations and techniques offer you easy access to OOH effectiveness measurements. We can equip you to calculate your out-of-home advertising ROI, plan your outdoor marketing budget efficiently, and allow you to utilize our superb distribution network. Collaborate with us to create an immersive brand experience that is irresistible and unique.

  • 60th Street Saudi Signs Building. P.O. Box 18196 Jeddah 21415

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