How does… out of home audience targeting work?
We’ve asked some of the industry’s most knowledgable boffins to break down industry jargon to help you through those confusing meetings and indecipherable conferences. This week, Adshel’s Melanie Lindquist explains how out of home audience targeting works.
Audience targeting is now significantly more sophisticated than ever before. The days of tagging a street directory with panel IDs to show advertising locations has evolved into a complex audience-led model, with millions invested in understanding who these audiences are, what they think and how they move.
The technique starts with a base of audience intelligence, a source of consumer information like Roy Morgan data. This base intelligence is not just about where audiences are located, but also matched with hundreds of insights including demographic, psychographic, attitudinal, transactional and behavioural information.
