Audience data is today the centre-piece of OOH business conversations, and Moving Walls has etched a prominent place for itself in the OOH audience data analytics space, with its business footprints expanding in the global markets including India. To build the audience measurement metrics, Moving Walls leverages multiple data sources, such as, tracking of movement of smartphones using GPS, anonymised profiling of users engaged in active social media conversations, use of loT devices to map movement of smartphones. The loT devices also have still image and video capture capability that can be used to obtain the count of people, vehicles, etc. In an interaction with team Outdoor Asia, Navonil Roy, Moving Audiences Decisions, said that in the Indian market, Moving Walls tracks the movement of some 160 million smartphone devices every month.
The inputs obtained through the multiple data sources are analyse to build profiles of audiences at different locations. Further, with the use of facial recognition tools, attributes are assigned to the audiences, like age and gender. Also, the patterns in the behaviour of the audiences are arrived at by tracking the movement of users’ smartphones and their social media conversations. “We draw the patterns over time by tagging a person and mapping his activities and movements,” he cites.
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