Measuring the World - The Pace Quickens
For the Global Congress ’24 WOO brought a panel of AUM commissioning bodies together to discuss some of the contemporary data sources used for OOH AUM.
- Denise Turner – Route Research - Great Britian
- Pawan Bansal - CEO of the IOAA - India
- Mats Ronne – Chair of Outdoor Impact - Sweden.
- Charles Parry-Okeden – Chair of the OMA - Australia.
The panel discussed the need for Data layering across multiple sources for validation and building a robust model, alongside the need to be data agnostic, but stressed the importance of transparency throughout
Mobile data offers significant volumes of data at a reasonable cost, but has significant inbuilt bias to be cleaned - Mobile data commonly adds temporal granularity. Pawan explained that of 1.5bn daily datapoints available across India, only 20% is usable once cleaned.
Sensor data – counting devices or recognisable objects in a given area were seen as valuable data in areas of scarcity not available in survey data – but warned that measuring devices is not measuring people, so calibration is important at an environment level.
Huge volumes are available with Mobile Carrier data at low geographical granularity and limited longevity, and is susceptible to technology change – switching off 3G – but is used in understanding movement volumes for individual days or events.
Finally a discussion on Live or near live data to support programmatic trading data – none of the group saw any desire from their end users for this. Stability and accurate predictions are seen as far more trustworthy and valuable for OOH media companies. All contemporary data sets are seen to have unpredictability, often down to local infrastructure changes, Charles gave an example of a location “losing” half its audience when a telecom tower lost power.
In conclusion, the group was unanimous in recommending to the audience to understand the end goal, but to set realistic targets and stages - define MVP and the deliverables thereafter to deliver value quickly. Collaboration is key.
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