PlaceSense

Smartphones Revolutionize DOOH Measurement with Big Data Insights

ADZINE interviews Frank Goldberg and Claudia Zayer about IDOOH’s DOOH performance study and a shift to big data. The team integrates large smartphone-tracking panels (Placesense and Adsquare) with anonymized data from roughly 10–15 million devices into the P&PS 3.0 framework to measure DOOH effectiveness. This enables bottom-up, screen-level Nettoreichweiten by matching mobility profiles to points of interest (POIs) and DOOH screens, then aggregating results to estimate audience contacts without reconstructing individual journeys. Four data sources underpin the study: granular mass mobility data, a population-representative annual survey of about 12,000 people, on-site interviews at touchpoints, and master data for screens/POIs containing geoinformation, environment, screen size and visit frequencies. The approach supports monthly index values per screen to capture seasonal and touchpoint variation, and can model regional events (e.g., Oktoberfest). Future plans include more programmatic DOOH planning with AI, though data sources for AI training remain a consideration. Agencies may leverage this complexity for cross-media buying while balancing reach and granularity.