Unlock dynamic ad tech with privacy-safe data

Published on March 01, 2023
Valerie Williams
Senior Content Marketing Manager

What is ad-tech?

Ad-tech describes the software, tools, and platforms agencies and brands use to target, deliver, and measure their advertising efforts. Advertising is all about capturing attention and influencing consumer behavior. Ad tech optimizes much of this in the digital world using software and data.

But as global consumers express a greater desire for privacy, the rise of digital privacy laws have contributed to an ongoing shift in the way advertisers can target individuals. As marketing regulations and the ad-tech space continues to evolve, it's becoming increasingly important to adopt privacy-safe strategies that align with consumer preferences.

In 2023, there are a number of key trends that are shaping the world of ad-tech including the continued growth of data-driven and dynamic advertisements powered by privacy-safe data, such as point of interest (POI) data and intelligent event data which advertising agencies are making use of to stay ahead of their competition. Let’s take a look at how to incorporate these data sets into your plans for this year to unlock better targeted out of home campaign planning.

How data unlocks new strategies for OOH agencies looking to power better targeted activations

By integrating POI and intelligent event data into their planning, product teams can get ahead of these trends and deliver more impactful advertising campaigns for their clients by:

  • More effective audience targeting

  • Fine-tuning ad timing and placement based on current events 

  • More tailored, relevant messaging

There are millions of events that happen around the world annually. Not only is it impossible to track all of these events manually but getting accurate information around these events, like avoiding duplicates, spam events, incorrect information about venues and start times and more is a daunting task.

Intelligent event data provides access to a clean and enriched data set of millions of events. These include everything from festivals to severe weather events, to holidays and sports events, and much more

By combining these insights with precise POI data, product managers and media planners can quickly identify where and when large crowds of people are gathering to better plan marketing campaigns for clients. This not only powers their ability to go beyond the where – event data answers the question of when for digital ad placements to dynamically address the occasion and current state of events. 

Insight into impactful events in proximity to billboards, bus shelters, and other media placements helps these teams to create relevant, timely advertisements that will be seen by their target audience while they are most engaged. Let’s look at three examples of how to make use of privacy-safe data sets to deliver effective campaigns for your clients.

1. Target AR advertisements around major televised sports events

One trend in the ad-tech space is the integration of augmented reality to boost engagement and conversions. Large televised sporting events such as the World Cup can serve as an ideal opportunity for event-based outdoor media enhanced by AR – while rich POI attributes provide the context needed to help identify ideal, untapped ad placements based on customers' goals.

An AR ad placement targeting a sports event such as the World Cup can allow fans to virtually try on different team jerseys, try to kick a winning goal, or even virtually hold the coveted World Cup. This type of experience can leave a lasting impression for your client’s brand by capitalizing on the excitement of the event. And with up-to-date, accurate places data, you can take advantage of often overlooked locations for ad placements, including charging stations, ATMs, transit stops, and more.

2. Use event data to tailor messaging and enhance ad relevance 

Intelligent event data includes descriptions of events that provide enough context for out of home advertisers to incorporate an event’s mood and atmosphere into nearby ad placements. By using these details to correlate interests and hobbies of event attendees, product teams can align ad creative to the topics, messages, images, and ideas their audience is passionate about. 

For example, if a comedy festival is predicted to draw a high volume of attendees who love to laugh, product managers could target advertisements for novelty products such as board games, magic tricks, or vintage comedy memorabilia to that audience. Or if a food and wine festival will be attracting thousands of foodies to one location during a predetermined time, an outdoor advertising company could use this as an opportunity to advertise gourmet sauces, baking classes, or local culinary tours to the festival-goers.

3. Use POI data to narrow down your target audience

Most OOH agencies usually have a panel of anonymized GPS data from a 3rd party, or shared directly from their customer – which may contain some online elements that define the target audience, such as their interests and clicks. Combine this insight with point of interest (POI) data and intelligent event data to more clearly define your target audience and opportunities to reach them. 

For example, an advertising agency who knows their customer’s target audience is 25-40 year olds who frequent particular websites from an online ad at a higher click rate than average. The agency also knows this audience indulges in fine dining. Which restaurants in the market should be considered for a new out of home campaign? How can they isolate the “fine dining” establishments and/or find the ones with high visit volume from the target audience? Are these locations near their customer’s (the brand) physical store locations? Does it make sense to reach them here?

Use POI data attributes to isolate the exact physical locations, such as: 

Additionally, understanding a location’s building footprint through machine-generated, human-verified place polygons, or geofences helps attribute visits by a third party to help inform audience creation. Once these insights are clear, the company can search for OOH ad inventory near these locations to further influence the desired audience while out of home.

Use privacy-safe data to stay ahead of the curve in 2023 and beyond

Whether it's through the use of data-driven ad placements, digital, or dynamic out of home media, privacy-safe data can help product teams identify the right opportunities and deliver campaigns that better connect with their target audiences. Sign up for your PredictHQ account today, or see our joint listing with SafeGraph to join the ranks of advertising companies making use of intelligent event data to deliver more impactful, effective campaigns for their clients.