| | OCTOBER 20228LOCATION INTELLIGENCE FOR EFFECTIVE OUTDOOR ADVERTISINGBy Amarsh Chaturvedi, Co-Founder & Director, TranserveF acilitating a great customer experience is one of the top priorities for brands in today's digital age. To this end, brands are leveraging location intelligence for tackling a variety of challenges related to discovery, engagement and activation of customers at the right time and place. Since location intelligence can help reveal relationships between data sets that would have not been obvious otherwise, one media segment that has been benefiting more than any other, is outdoor advertising.When it comes to out-of-home (OOH) advertising, the application of a geo-centric approach for the measurement of advertising impact can yield significantly insightful and accurate results. With the identification of OOH impact zones on the basis of areas of location and application of customers and advanced analytics, marketers can isolate the impact of OOH campaigns. Apart from this, owing to the fact that it is the campaign with which customers engage the most, hence location intelligence is crucial for OOH media, as it helps in choosing the most cost-effective space for a business's campaigns. Amarsh Chaturvedi,Co-Founder & DirectorINDUSTRY INSIGHTS
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