Data is no longer considered innovative, it is essential. The explosion of data across the media landscape has impacted all media categories, including the previously data poor Out of Home industry. We are now faced with almost too much data, most media operators have a data offering, and so the question is no longer why use data, but how best to use it and who’s data is best?

Emerging ‘roadside technology’ has allowed the movement of audience groups to be partially tracked out-of-home.  Giving a partial record of the consumer physical purchase journey. How they got there and where they went afterwards, but, can they tell you their behaviour within those high consumer locations?  their geo relevant purchase preferences? If they prefer wine to beer,  have blonde hair? No hair?  Dyed hair? Eye colour? Wear glasses? piercings? Preferred lipstick colour? Or perhaps how many brown eyed Caucasian hat wearing men between 18-22 are exposed to a potential site between 7:15 & 7:30 PM on a Tuesday night or ..right now? 

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