OOH Audience Measurement
Three location data providers and one location intelligence platform join forces to deliver a comprehensive set of OOH metrics.
Politis Out of Home Media:
It provides geographic reference points and connections to the corresponding road network.
Vodafone Location Analytics:
Vodafone Location Analytics uses anonymized telco Big Data to identify mobility patterns and provide insights into geolocation-related questions. It ensures GDPR compliance and user consent, relying on behavioral algorithms and statistical extrapolation to represent the total Greek population—not just Vodafone users. The platform offers aggregated, secure insights into visitor behavior, demographics, and mobility trends. It distinguishes between unique visitors and vehicle traffic, and home areas are inferred from device activity, not customer records. Results are fully anonymized and privacy-respecting.
Tom Tom /Traffic data:
Traffic data for OOH campaigns combines TomTom’s anonymized GPS vehicle data with inductive loop sensor data to provide a comprehensive view of road usage and vehicle flow. TomTom offers broad, real-time mobility patterns, while inductive loops deliver precise vehicle counts at fixed locations. Together, they ensure accurate, GDPR-compliant insights into traffic volumes, peak hours, and route popularity. This combined approach enables more effective planning, placement, and evaluation of OOH campaigns based on real vehicle exposure and movement trends.
Carto:
Carto offers a customized geospatial platform for OOH campaign analysis, integrating Vodafone Location Analytics, TomTom vehicle data, and spatial data tools. The platform processes and visualizes data through interactive maps and dashboards, supporting GDPR compliance throughout.
(LIS) Location Intelligence Study
The specialized study for the results of an outdoor advertising campaign.
The sum of the unique visitors of each Point of interest (POI) included in the campaign.
A conservative estimate of the minimum possible total number of unique visitors of all Points of interest (POIs) included in the campaign. The calculation is based on identifying the highest POI-wise reach and estimating the minimum degree of contribution to unique users from the remaining POIs.
A conservative estimate of the minimum possible average number of Points of Interest visited by a unique visitor during the campaign period. Calculation: Total Reach divided by maximum possible Unique Reach.
Each POI is studied separately in order to provide the average number of visits per unique visitor for each location.
A conservative estimate of the minimum possible total number of campaign’s impressions within campaign period. Calculation: Unique Reach multiplied by POIs visited and Frequency per POI.
The estimated average number of impressions per unique visitor within a 24-hour period.
Total vehicle passes from the location.
Weekends: The sum of the unique visitors -only in weekends – of each POI included in the campaign.
Weekdays: The sum of the unique visitors -only in weekdays – of each POI included in the campaign.
Dayparts: The sum of unique visitors by time of day for each POI included in the campaign.
Local Impact is a metric that categorizes visitors to a Point of Interest (POI) based on their mobility patterns. It classifies visitors into the following categories:
- Resident: The visitor’s home area is within the location of study.
- Local: The visitor’s home area is within the municipality that contains the location of study.
- Commuter: The visitor’s workplace is located within the location of study.
Gender & Age