In this webinar, we discuss the latest Out-of-Home trends in 2020, key data streams used by data strategists, and demo a real-life use case. You can watch the recorded webinar at: https://go.carto.com/webinars/spatial-analysis-ooh-advertising

1. Spatial Analysis: The
Countervirus in OOH?
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2. Introductions
VP Marketing at CARTO VP Solutions at CARTO Founder & CEO,
Halley Intelligence

3. Carlos
Viladevall
• Founder & CEO, Halley Intelligence
• CEO at Posterscope Spain
• Management Consulting and
FMCG Marketing
• Harvard MBA

6. What’s happening in OOH?
expected spend on
OOH globally in 2020
(Pre COVID).
Enders Analysis
$40bn
reduction in spend
during the last
advertising recession in
2008.
The Drum
11%
Of OOH expenditure
comes from sectors such
as leisure & travel that
are devastated by
COVID-19.
Macquarie Research
20%

7. It’s not all bad news though...

8. Take OOH
Spend in China:
● January - spend down 90%
during full lockdown.
● February - back to 40%
capacity.
● March - back to 70%
capacity.
Normal capacity expected soon in
many regions.
Source: Woo China, 2020

9. What will marketers expect
when we get back to normal?

10. Post COVID-19
trends for OOH
Agencies & marketers’ will expect more
bang for their buck as our economies
move back towards normality, which will
mean:
● New clients with more
pandemic-proof businesses
looking to OOH as a channel.
● More location data needs to be
used to ensure a more
comprehensive understanding of
mobility patterns.

11. We develop intelligent geospatial solutions through geolocated data ecosystems run by
artificial intelligence engines.
Enriching Audience Profiling
• Geo-behavioural profiling
• Context
What we do
What does this
mean?
More relevant Activation
• Where is my audience
• What audience can I find at a specific
site

12. Most frequent uses
FMCG Services Media OwnersRetailers

13. GeOOHub: OOH Media Owners
Location Intelligence Solution
Audience
Mapping
Smarter
Inventory
Management
Synchronizing
OOH & Mobile

14. GeOOHub: OOH Media Owners
Location Intelligence Solution
Index
• Each site
• From 0 to 1000
• Measuring:
○ Volume
○ Interests
○ Socio-demo
○ Transactional
- Public Data
- Bid Streams
- SDKs
- Social
- POIs
Post-Campaign Metrics
• Dashboard
• Campaign Performance
• Metrics:
■ Impressions
■ Reach
■ Frequency
■ GRP
■ CPM
■ Etc.

15. Let’s see GeOOHub in action….

16. Thanks for listening!
Any questions?
Request a demo at CARTO.COM
Paula Juliá
VP Solutions at CARTO // paula@carto.com
Florence Broderick
VP Marketing at CARTO // flo@carto.com
Carlos Viladevall
Founder & CEO, Halley Intelligence // carlos.viladevall@halleyintelligence.com