The digital out of home media industry has been growing rapidly, and as awareness has built, there’s been more and more of a push from brands and media buyers to provide better, deeper detail on the actual audience.
The old way of selling audience for outdoor was gross traffic counts and extrapolations on what they meant. The new way is big data, and a Sacramento company called Citilabs is working with the out of home industry’s main guys on audience measurement, Geopath, to provide what they call a complete knowledge of how Americans move around their country.
When you have a deep understanding of patterns, volumes and demographics, you can fine-tune advertising and make it more effective and attractive.
In this episode, I talk to Citilabs CEO Michael Clarke about what the company does, how it does it, and what that means not only for digital out of home advertising, but for interesting stuff like data visualization.