New technology takes outdoor advertising planning to the next level

The technology created by Telia has taken contact measurement for outdoor advertising planning for Linna Ekraanid OÜ to a whole new level. Mobility data is now much more up-to-date, clearer, and easier to use to sell services.

Linna Ekraanid outdoor media screens are installed in many places in Estonia. According to Linna Ekraanid OÜ’s sales manager Kristjan Saar, until now the traditional contact counting methods used in outdoor advertising planning have allowed collecting information quite slowly – contact data was half a year or even a year old. In addition, previous methods of collecting data on the movement of people were not very accurate and flexible, for example, they did not take into account variables such as road works, holidays or school holidays. “By using new platform we have ensured that the received information is collected only two days ago, and not months earlier, – said Saar. “Our data is now much more up-to-date, more accurate, better quality and more dynamic.”
This is where technology comes to the rescue. Telia Crowd Insights, which has made a real revolution in the measurement of data on the movement of people. With its help, you can analyze the movement of people on the basis of anonymous aggregated mobile network data much more flexibly, quickly and accurately, both in a specific period of time and over a longer period. In simple terms, this means that if until now the data was based on data from road meters, and the number of cars, and not people, was taken into account, then the new technology counts how many people passed and drove past street media screens with a mobile phone in their pocket. Consequently, the distortion of information is also reduced. Of course, this is impersonal information, reporting only at what time and how many people pass or drive past the screen. This allows you to plan the best advertising time for that particular screen.

According to Saar, the platform also has a very easy-to-use desktop, and the data it receives is already structured and easy to understand. “It’s a handy and overview tool that workers can use immediately after a short training session,” Saar said.

Linna Ekraanid has been using the new platform since November and is already convinced of its cost-effectiveness. “We have additional information to discuss with customers and there are many positive questions from customers about this. We can offer customized solutions to customers,” said Saar.

In five months of use, Linna Ekraanid learned, for example, that despite the fact that Põhja-Tallinn has quite a few outdoor advertising and no digital screens at all, residents of the area can be reached using screens in Kristiine and in the city center. This can be judged by the direction of movement of people. According to Saar, they continue to learn how to use the new platform together with customers and Telia because there are still many opportunities in the new technology waiting to be discovered.

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