Huq, Europe’s most advanced real-world consumer research company, has announced that it will give Digital Out Of Home Media (DOOH) planners the type and quality of demographic data that has previously only been available to advertisers in the programmatic web and mobile online sector. This is the first time that such comprehensive data has been collated from DOOH sites and is a significant enhancement in the way that outdoor campaigns can be activated in a more timely and effective manner.
To demonstrate the effectiveness of their research, the analysis conducted by Huq found that the best billboard space in London for targeting those people with an interest in culture isn’t in a high-profile West End location or outside a large art gallery; it’s actually in Whitechapel, near the Jack the Ripper museum.
By using geo-behavioural data, Huq can substantially enhance the efficacy of DOOH media planning, offering more effective use of budgets and providing companies and brands with an increased return on their media purchasing investment. In addition, the data will stop media owners from undervaluing their inventory and allow them to target premium sites where their investment would deliver significantly better results at locations unlikely even to be on their radar.
Conrad Poulson, CEO at Huq, said: “What this data shows is the way DOOH is bought and sold has got to be re-valuated and refreshed. CMOs expect data to inform each real time investment decision they make in almost every advertising sector; except it would appear in DOOH. This new analytics-led approach will empower media owners to offer more impactful, tailored packages to customers looking to reach specific audiences.”
“This evolutionary development is a huge opportunity for the outdoor sector to leap-frog the industry in how it employs data, after all this would be a win-win situation for vendors and buyers alike. In addition, it will be a considerable boost to DOOH planners who witness budgets being reallocated to online platforms because they claim to deliver better ROI through the use of data,” concluded Poulson
The full sample study mapped 10,000 arts and culture enthusiasts and discovered some surprising results. As well as Whitechapel, the other most effective sites to target “culture vultures” are; Cable Street, Whitechapel, Bromley-by-Bow, by the A12 near the Underground station, Dagenham East Underground station, The Quadrant, Richmond and Harrow Road, near Kensal Green.
Notes to editors
Huq's on-demand consumer research platform measures consumers' real-world likes, wants and needs sourced through its network of mobile partners. Drawing on billions of anonymous geo-behavioural signals each month, Huq offers real-world market insights to sectors including OOH, financial services and retail, with unmatched detail.
True experts in behaviour measurement, Huq Industries is a pioneer in the field of real-world participant-led market research. Huq helps marketers, investors and business analysts draw insights from day-to-day offline behaviours in a comparable way to using online measurement.
Huq offers access to the world’s largest consumer research panel, covering 45 million people across 250 countries. It works with customers in financial services, outdoor media, commercial property and the public sector.
Clients are able to gain an
understanding of offline trends as they emerge via an on-demand and user-friendly online dashboard, and wholesale access to data is available for enterprise customers. This enables Huq’s customers to make faster and more effective business decisions in consumer-focused domains.
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