Structuring Continuous Data and Research in the OOH Market
On Marketing - The Podcast, learn how integrating proprietary inventory and Geofusion guides out-of-home metrics.
Measurement in the out-of-home market demands constant tracking rather than seasonal surveys. In an interview with Bruno Gimenes, the guest breaks down the balance between primary data, secondary sources, and targeted research for special projects.
Structuring research in the out-of-home advertising sector relies on ongoing intelligence and continuous updates. In a conversation with Bruno Gimenes on Marketing - The Podcast discussing the Brazilian OOH landscape, the guest explained that data collection cannot depend on sporadic surveys: "We work continuously. We don't work in waves."
The operation splits data mapping across three main pillars. The first compiles primary data generated by its proprietary inventory of screens and media displays. The second layer leverages secondary data extracted from tools like Geofusion and other geographic intelligence platforms. The third pillar consists of continuous market intelligence work to refine commercial and planning decisions.
In the video above, you can watch the full discussion on the dynamics of the out-of-home sector. According to the guest, "OOH data changes daily. We're looking for a standard unit to say, look, this is the measurement data for delivery, impact, cost, and everything." One-off surveys and targeted research still exist within the operation, but they are reserved for special projects requiring specific insights outside daily monitoring.
