Case Study

Nord & Smith's In-depth Audience Profiling
and Optimisation for OOH Placements

The Challenge


Nord & Smith is a media agency that owns and operates an Out-Of-Home (OOH) media buying platform in Indonesia, enabling advertisers to rent and employ billboard advertising from multiple vendors.

As Indonesia’s outdoor media landscape grew more competitive, especially during the COVID-19 pandemic, Nord & Smith needed to find their competitive edge, primarily via data analytics. Through precise data analytics and in-depth audience profiling around existing OOH sites, they can help advertisers optimise OOH placements.

Audience profiling is something most OOH agencies struggle with, and most players resort to conventional research like surveys. However, this method takes more time, budget, and coordination, and uses a relatively smaller sample compared to the real audience population. Thus, it offers insights which may not fully represent the entire population.

As such, they approached ADA with the goal to obtain in-depth and comprehensive audience profile, beyond the number of traffic and footfall of those who viewed their OOH advertisements in specific sites.

The Strategy


ADA’s Business Insights solution is fully capable of capturing data beyond traffic and footfall, including presenting specific variables ranging from:

  • Socio-economic demographics – gender, age, life stage, affluence, etc.
  • Telco profile – carrier, brand of device, model, year of manufacture, data usage, etc.
  • Interests category – action, video, music, beauty, games, news, productivity, etc.
  • Travel behaviours – business, leisure, outstation visitors, the home country of visitors, duration of stay, footfall, seasonality, etc.
  • Persona – bookworm, health junkie, gamer, social butterfly, creative crowd, etc.
  • Footfall analytics – total traffic and total unique device in time daily, weekly, and monthly
  • List of apps – used or downloaded

Figure 1. ADA’s proprietary DMP, XACT

Powered by ADA’s proprietary data management platform (DMP), XACT, we devised a strategy for Nord & Smith to exceed the results one could get from conducting nationwide research for audience profiling.

For three months, ADA segmented the Nord & Smith audiences based on their OOH locations. The objective was to capture real audiences who might be seeing an OOH in a specific area at a particular time, and obtain information about their interests and behaviours.        

ADA utilises trackable digital footprints to identify locations where target audiences are frequently seen, while providing a deeper look into audience behaviours as well.

With raw data processed through ADA’s data models and artificial intelligence, the platform presents clear and comprehensive insights in a straightforward visual format. Clients can also intuitively track audience mobility and behaviour through the platform’s ability to track the spatial and temporal changes of the digital footprints.

Figure 2. How ADA’s XACT is deployed for Nord & Smith

To help Nord & Smith profile their audience on specific OOH sites, we:

1. Identified catchment areas by geofencing densely-populated locations in the clients’ respective sites from 200m to 1km radius (Note: the standard geofencing of places of interest is a 15km radius).

2. Mapped favourable places of interest (POIs), which were Nord & Smith’s various OOH locations.

3. Utilised Identifier for Advertising (IFA) and other data points to gain a 360-degree customer view.

4. Visualised the data to allow Nord & Smith to filter results by the hour, day, time of the week, and state or district levels.

5. Increased accuracy by enabling Nord & Smith to zoom in to near street-level view with boxed grids of 200m x 200m.

With IFA technology, we managed to provide a clearer and deeper audience view on the audience that passes by Nord & Smith’s certain OOH location in a particular time or period and captured their:

  • Socio-economic demographic: Mobile traffic that passes through OOH locations to generate socio-economic demographics (affluence, carrier service, gender, age, life stage, etc.)
  • Interest: Apps usage and preferences that show the audience’s interest and behaviour.
  • Footfall Traffic: Mobile traffic based on footfall traffic during the campaign (daily, weekly, monthly).

Figure 3. ADA’s Business Insights strategy via XACT

The Execution


With the strategies in place, we executed the following:

  • Collected millions of audience data (standard research samples only in thousands).
  • Sliced traffic data by geofencing outdoor locations from 200m to 1km radius around specific OOH sites to capture the interests and behaviours of pass-through audiences.
  • Devised appropriate strategies to capture potential customers by viewing the effectiveness of OOH campaigns (comparing pre-campaign results and post-campaign results).
  • Conducted advanced targeting with a systematic technology that delivers quick results while preventing human errors.
  • Compiled comprehensive data on audience behaviours and demographics more accurately
  • Captured footfall traffic trends on an hourly, daily, weekly, and monthly basis

As a result, Nord & Smith successfully obtained a comprehensive audience profile with insights on their SES, interests, and behaviours based on a particular OOH location at a specific time.

We were also able to identify the different attributes of individuals who are consistently seen within the vicinity of the identified sites by geofencing multiple OOH sites, with a narrowed down radius.

The Results

With ADA’s Business Insights, Nord & Smith achieved:

COMPREHENSIVE
map overview

that provides
data-driven optimisation

extensive audience
profile identification

for OOH site selection
optimisation

insights of footfall patterns

which delivers clear information
for budget analysis

 The success of this campaign demonstrates the value of ADA’s data-first approach to deliver impactful business value for clients. 

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