Maximizing Impact: How Audience Measurement Systems Revolutionises OOH Advertising

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Digital Cameras installed near a Billboard (Source: MapIntel)

Maximizing Impact: How Audience Measurement Systems Revolutionises OOH Advertising

June 20, 2024

by Editorial Team

Maximising Impact: How Audience Management Systems Revolutionises OOH Advertising


Introduction to Audience Measurement Systems (AMS) in OOH Advertising

Out-of-home (OOH) advertising works best when you know your target audience and can measure how they interact with billboards and digital advertising screens.


What is AMS in OOH?

Audience Measurement Systems (AMS) have become increasingly popular in OOH advertising. These systems enable advertisers to identify, target, and measure the effectiveness of their campaigns with better accuracy. By leveraging data, advertisers can enhance the relevance of their advertisements, tailoring messages to specific demographics and behaviors observed in different locations.


The modern digital solution changes how audience measurement is conducted in OOH advertising. Digital cameras with connected technology can be added to billboards to track foot traffic and develop insights on consumer behaviors. CCTVs will be installed on the billboards/screens to collect data and even withstand the harsh conditions of Singapore weather.

Digital Cameras installed near a Billboard (Source: MapIntel)
Digital Cameras installed near a Billboard (Source: MapIntel)

AMS tools now collect data to provide insights into consumer behaviors and preferences. Technologies such as mobile GPS data, and Wi-Fi tracking enable advertisers to understand who is viewing their ads, how they are interacting with them, and whether those interactions lead to conversions.


Growth of AMS in OOH Advertising

Initially, OOH advertising relied heavily on broad assumptions about audience demographics based on location. For example, advertisers would place billboards in high-traffic areas hoping to catch the eye of potential consumers without accurate knowledge about the consumer’s demographics.


Early methods of audience measurement were simple, focusing mainly on maximizing visibility rather than targeting specific audience segments. Ad placements were decided based on general traffic data and intuition rather than detailed audience insights. 


Understanding AMS in OOH Advertising

Audience measurement systems in Out-Of-Home advertising are made of a few key components that work together to improve the impact of advertising campaigns. These components use the collection, analysis, and application of data to maximize audience targeting and engagement.


Key components of AMS:


1. Data Collection

Data collection is the foundation for making an impact impactful OOH Advertising Campaign:

– Traffic and Mobility Data: Insights from cameras and sensors help determine the flow of potential viewers, their stay times, and peak hours.

– Demographic Data: Information about the age, gender, income levels, and even the interests of people within a specific area.

– Environmental Data: Factors like weather conditions, local events, or even the time of day are collected to tailor advertisements.


2. Data Analysis

Once data is collected, Professional Analysis tools are used to extract these insights:

– Demographic Analysis: The system tracks impressions based on foot traffic and uses foot traffic, age, and gender data to target a specific demographic to produce more personalized advertisements.

– Aerial Analytics: By tracking impressions based on foot traffic, professional analysis tools count the number of office workers to determine the affluence of viewers walking by. By determining the level of affluence of, advertisers are able to customize their advertisement offerings. For example if there is a high number of office workers, advertisers will advertise more luxury, bars, goods, etc.

– Road Analytics: The professional analysis tool categorizes vehicles based on bikes, cars, buses, and trucks, and tracks vehicles based on car brands such as BMW, Audi, Mercedes, etc.. With this information, advertisers are able to increase targeting of car owners for automobile related ads.  


3. Real-time Monitoring and Adjustments

The main benefit of an AMS advertising campaign lies in its ability to adjust strategies in real time:

– Flexible Content Delivery: Adjusting the content of digital billboards based on current audience data, such as changing the ad display during different times of the day to target specific demographics.

– Performance Tracking: Immediate feedback on how ads are performing in terms of viewer engagement and conversion rates, enabling quick tweaks to maximize impact.

– Integration with Other Channels: Ensuring OOH ads work together with online and other advertising mediums to create a coordinated marketing strategy.


But will AMS really have a positive impact on your advertising campaign?

The short and simple answer is yes. Impactful AMS in OOH advertising significantly improves campaign’s precision and higher recall rates. Here are some key takeaways for advertisers wanting to use AMS in their campaigns:

– Measure success of Campaign and Optimize ROI: By tracking audience’s demographic and trends, advertisers can gain valuable insights into what works and does not. This data can be used to optimize campaigns, making them even more relevant to the advertiser’s desired target audience and allowing them to allocate resources appropriately. Consequently, AMS significantly enhances the overall impact of OOH advertising and maximizes Return on Investment.

– Better data management: AMS provides a centralized location for businesses to manage and analyze customer data. According to a survey conducted by Econsultancy, 92% of marketers believe that using data and analytics to understand their customers is important to achieving their marketing goals. 


Heineken Utilizes AMS for Our Out-of-Home Campaigns 

Check out how Heineken utilized AMS for their latest Heineken Activation Booth campaign! 


Heineken’s fun-filled activation booth was designed to impart participants with their 100% pure malt beer’s unique selling points. Held outside Mandarin Gallery, the booth was sure to captivate the attention of many shoppers along the bustling streets of Orchard Road!

Participants at the Heineken 2024 Activation Booth by The Perfect Media & Onestop signage
Participants at the Heineken 2024 Activation Booth by The Perfect Media & Onestop signage


In collaboration with MapIntel, ONESTOP signage installed digital cameras outside the booth, enabling Heineken to collect valuable participant data and generate useful insights such as accurate impressions based on foot traffic and weather conditions and its impact on the number of participants on site. 

– Foot Traffic

By collecting impressions based on foot traffic, Heineken was able to determine the days of the week with highest foot fall and make a comparison between weekend, weekdays and public holidays. Through the use of AMS, they discovered intriguing patterns on foot traffic. Analysis derived that the lunchtime crowd on weekdays was lower than expectations. In contrast, AMS revealed that weekend foot traffic at the booth remained constant throughout the day, suggesting a more balanced and reliable opportunity for engagement. These insights allowed Heineken to strategically allocate resources such as manpower and optimize impact during periods of high-engagement.

– Weather Conditions

Through real-time data analysis which tracked the correlation between weather conditions and audience presence, we also uncovered that rainfall had a significant impact on foot traffic, reducing the crowd by over 80%. These findings allow Heineken to adjust their strategies, reallocating resources to maximize impact during favorable weather conditions. 


With MapIntel’s technical expertise, ONESTOP is able to execute useful and advanced Audience Measurement Systems for dynamic OOH campaigns.  


Considerations for Implementing AMS in OOH Advertising

Privacy concerns with the use of AMS in Digital OOH advertising may arise as cameras and other tracking technologies are used to gather data on viewers. 


The data stored and collected through AMS in digital OOH are semi-anonymous; personal information of individual viewers are not stored. Impressions of viewers are tracked based on foot traffic in front of the screen and demographic data such as their gender and age are collected anonymously. No personal information that can be used to identify an individual is retained. As these different types of data are collected for a location over time, advertisers are able to build a clear picture of traffic patterns and audience composition at different times and days that are anonymised.  


1. Data privacy laws

It is crucial to adhere to the Personal Data Protection Act (PDPA) in Singapore when implementing AMS in OOH advertising. 


When data collected is truly anonymised and cannot be used to identify individuals, explicit consent may not be required as the data is no longer considered as personal data. Anonymised data is defined as collected information that cannot be used to identify a particular individual (source). It is important to ensure that the process of data anonymization is irreversible, where the data cannot be re-identified (source). 


2. Consumers trust in the brand

Consumer trust is paramount when applying AMS to OOH advertising. Advertisers must be transparent about how the data is collected, used and protected. Additionally, having clear communication about the benefits of collecting data, such as improved and more relevant advertising experience can enhance consumer’s acceptance. By respecting consumer’s privacy and being truthful about the collection of data, brands can build and maintain a positive relationship with their audience, leading to higher engagement and loyalty.  


AMS beyond Out of Home Advertising 

Audience Measurement Systems go beyond Out-of-Home. These systems serve as a way to identify and understand your target audience at specific locations. Who should implement AMS?


1. Retailers 

Shopping malls or Brick-and-motar stores can implement AMS to better understand customer segments and demand trends: 

– Targeted Marketing: By understanding their customer segments, retailers can create more relevant marketing campaigns and in-store experiences.

– Inventory Management: A better understanding of peak and non-peak periods enables more efficient inventory management, reducing overstock and understock.


2. Hospitality and Tourism 

Hotels and resorts should utilise AMS for more accurate guest profiling and targeted marketing campaigns: 

– Guest Profiling: With more accurate and detailed guest profiling, hotels and resorts can create more personalised service and experiences for their guests. 

– Marketing Optimisation: An enhanced understanding of guest profiles enables the marketing team to develop better campaigns and improve the customer experience.


3. Educational Institutions 

Schools and universities can adopt AMS to track the number of students who are in school on weekends or after school hours to achieve better manpower and resource allocation: 

– Manpower allocation: By knowing when students are in school, the administration can better schedule security guards and cleaning staff, ensuring a safer and cleaner environment for students to study in.

– Better student support: By understanding students’ study schedules, the administration is able to provide students with better support such as planning for support services and offering refreshments.  


Want to implement AMS to better understand your target audience? Contact Us today to discuss your plans!


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