Unprecedented Efficiency and Measurability in Out-Of-Home Advertising

Case Study Summary: Revolutionizing OOH Advertising with Big Data (China Unicom)

Client:

• China Unicom, the second-largest wireless operator in China.

Objective:

• To enhance the efficiency and measurability of Shanghai’s Out-of-Home (OOH) advertising industry using big data.

Challenge:

• The OOH sector was losing ground to digital and TV advertising due to:

  • Lack of reliable metrics like reach, frequency, and ROI.

  • Manual data collection, which was slow, costly, and often inaccurate.

  • Media planners lacked solid data to justify OOH investments.

Approach:

• Rekhaprocity Labs formed a strategic partnership with China Unicom.

• Leveraged aggregated, anonymized subscriber data to track:

  • Traffic counts near billboards, screens, and stations.

  • Time of presence, movement direction, stay duration.

  • Transportation mode (walking vs. driving), indoor/outdoor location.

  • Viewer position (in front of or behind the media).

  • Demographics: age, gender, telecom spending.

  • Traveler vs. local distinction using mobile number origin.

• These insights were analyzed and delivered in a usable format for OOH media planners and providers.

Outcome:

• First-of-its-kind reliable performance metrics for OOH advertising in China.

• Provided advertisers with:

  • Scientific KPIs to evaluate and price media spots.

  • Cross-media comparisons across TV, Internet, and OOH.

  • Better audience targeting using behavioral and demographic insights.

• The solution revitalized confidence in OOH advertising and showed how telecom big data can benefit other sectors like manufacturing, retail, government, and education.

Contact:

• Shikha Dalmia | Email: info@rekhaprocitylabs.com