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.
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Jeff Hastings, BrightSign (2019)
Dan Baker, AVI Systems
Jay Leedy, Diversified
Michael Provenzano, Vistar Media
Tom Milner, Service And Support
Joe' Lloyd, NanoLumens
Mike Kilian, Mvix, On Workplace Communications
Artem Risukhin, Kitcast
JJ Parker, Tightrope Media Systems
Ian Dallimore, Lamar
Burr Smith, Broadsign
Ronnie Lee, Holocryptics
Fab Stanghieri, Cineplex Digital Media
Dan Hagen, 10net
Robert Heise, Global Display Solutions
Neeraj Pendse, Elo
Brian McClimans, Peerless-AV
Sean Matthews, Visix
Jeremiah Archambault, ENS
Jane Boyce, Tru Vue
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