AT&T Launches Audience Measurement Service for Out-of-Home Media

AT&T Launches Audience Measurement Service for Out-of-Home MediaData Patterns Provides Advertisers with Audience Measurement Insights for Outdoor Media Locations

NEW YORK, NY — Accurate audience measurement for out-of-home advertising has been an ongoing challenge for media owners. Taking the guesswork out of audience measurement would attract more advertisers and accelerate growth of the medium. Currently, outdoor ad impressions are most often measured through traffic and pedestrian counts and U.S. Census data. This method is proven, but time-consuming.

AT&T has just launched a new service, AT&T Data Patterns, that  enables outdoor advertisers to gain better understanding of audience demographics passing nearby outdoor advertising locations. The service provides anonymous and aggregated group insights that will help advertisers to better plan their outdoor campaigns and place ads that are more relevant to audiences that see them.

Clear Channel Outdoor Americas, one of the world’s largest outdoor advertising companies, will be the first to offer the benefit of AT&T Data Patterns to its clients. Advertisers can learn the number of people who pass by an outdoor location and also learn statistics about the anonymous group, such as age and income ranges, genders, ethnicity and household size. AT&T Data Patterns will be available to Clear Channel advertisers in most major markets.

A number of companies are also working on solutions for outdoor media owners, AdMobilize launched AdBeacons, an analytics platform for traditional out-of-home as well as digital signage advertising screens that provides audience measurement data including dwell time and records actual advertising views.

Clear Channel Outdoor Americas also announced its intent to use AT&T Data Patterns in its public service advertising programs for non-profit and government organizations. Reaching the right audiences at the right time can be critical to improving public health and safety.

“This technology brings digital-quality metrics to our physical inventory,” said Scott Wells, CEO of Clear Channel Outdoor Americas. “With this sophisticated analysis, it is now possible for advertisers to plan OOH campaigns with the same kind of precision they’re used to in digital and TV campaigns.”

According to AT&T, Data Patterns can also measure lift, or the percentage of an audience that passed an outdoor advertisement and later watched TV programming that was promoted on the ad. In retail, when a store location also uses AT&T Wi-Fi, AT&T Data Patterns can measure the percentage of an out-of-home audience that converts into store visits. In each case, the numeric percentage is passed to clients as a statistic, giving them insight into outdoor advertising campaign effectiveness.

AT&T provides valuable insights to businesses without compromising consumer privacy. AT&T Data Patterns does not share individual data – only counts. For instance, a report might tell what percentage of passersby is males aged 20-30. Consumers are always able to opt-out of having their anonymous, aggregated information used at att.com/cmpchoice.

“Advertisers have long wanted up-to-date, dynamic data for outdoor media, so they can plan and measure outdoor campaigns like they do with other types of advertising,” said Sarita Rao, vice president of AT&T Data Patterns. Data metrics are invaluable when measuring online and TV campaigns. Businesses, especially local businesses, have always wanted a similar set of tools when placing an out-of-home ad.”

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Free Trend Report: Why Location Is the New Currency of MarketingFinding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

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  • The Connected Consumer
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