In this webinar, Matt Forrest (VP of Solutions Engineering at CARTO) and Mary Layden (Senior Marketing Manager at CARTO) explore how to utilize spatial data science to accurately answer where, how, and when OOH professionals can reach their desired target audience to deliver the best ROI for their clients.

1. Location Intelligence:
The Secret Sauce
for OOH Advertising
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2. CARTO — Unlock the power of spatial analysis
Introductions
Matt Forrest
VP of Solutions Engineering
Mary Layden
Director of Marketing

3. CARTO — Unlock the power of spatial analysis
During the
pandemic,
Out-of-Home
advertising spend
was down 29% as
consumers were
confined across the
globe

4. CARTO — Unlock the power of spatial analysis
Investment is increasing & advertisers
are getting creative

5. “Audiences will now be outside more than
ever, so the OOH opportunity is one ripe
with possibilities for those who dare to
use creativity without limits”
-Elisa Brustoloni, Managing Director, Dentsu X

6. CARTO — Unlock the power of spatial analysis
OOH is bouncing
back in 2022
● As consumers are eager to get back
on the street and shop
● 70% of urban consumers reported
that they noticed OOH more than
prior to the pandemic
● The third quarter of 2021 saw a 38%
increase in OOH advertising
revenues
● Double digit growth in outdoor ad
spend is forecast for 2022

7. CARTO — Unlock the power of spatial analysis
OOH professionals need spatial data
and analysis to plan winning
campaigns
To explore the available
inventory and run
campaign impact
scenarios
To easily share media
plans with colleagues &
clients for approval and
campaign activation
To create custom
audiences based on
demographics, footfall &
interests data

8. CARTO — Unlock the power of spatial analysis
POLL
Yes, I use it almost every day
Somewhat, I use it occasionally
No, I have never used location data or spatial analysis
before
Is location data and/or spatial analysis currently a part of your
OOH strategy?

9. Introducing
CARTO for OOH Advertising
An integrated spatial solution for outdoor media players

10. CARTO — Unlock the power of spatial analysis
CARTO for OOH
Advertising
OOH companies need a
data-driven approach to win
clients and unlock advertising
budgets
Use insights, instead of intuition
Guarantee campaign success
Streamline the planning process
Sell inventory more effectively
Upskill campaign teams
Stay ahead of the competition

11. CARTO — Unlock the power of spatial analysis
CARTO for OOH Advertising addresses
the needs of key stakeholders
Outdoor
Media Owners
Agencies
& Brokers
Media
Planners
“I need data and
insights to sell my
outdoor media more
effectively.”
Advertisers
“I need a meaningful
way to segment outdoor
assets and quickly create
a media plan I can
share.”
“I’m looking for the best
targeting approach to
guarantee campaign
success.”
“I need to explore the
available inventory and
access insights to meet
my clients campaign
objectives.”

12. CARTO — Unlock the power of spatial analysis
It’s time for a real world example!

13. CARTO — Unlock the power of spatial analysis
Inventory
visualization
● Visualize the media inventory on fully interactive
maps.
● Filter by asset type, size and format or any other
attribute used to classify panels.
● Drill down to individual billboards or digital
assets, to see its location, dimensions and type.
● Zoom in to visualize assets and their street level
surroundings using Google Street View.
● Dynamically update the available inventory data
by zooming in and out of the map visualization.

14. CARTO — Unlock the power of spatial analysis
Inventory
exploration
● Explore the inventory based on geographical
boundaries (by city, postal codes, etc.).
● Run advanced proximity analysis by filtering the
by nearby Points of Interest (POIs), categories
and even brands.
● Explore and select assets based on “areas of
influence”. Dynamically adjust for campaign
scenario planning and definition.
● Prioritize the nearest outdoor panels to a
flexible set of POI criteria.
● Apply custom audience segmentation to explore
the panels that would be most relevant for a
campaign.

15. CARTO — Unlock the power of spatial analysis
Audience
analysis
● Segment custom audiences using rules and
conditions based on the integrated spatial
datasets.
● Segment audiences based on key
demographics, areas of interests (IAB) and our
brand affinity index.
● Add audience segmentation criteria to media
plans for one-off or ongoing campaigns.
● Create and save audiences to media plans or
adjust on-the-fly.

16. CARTO — Unlock the power of spatial analysis
Generate & save
media plans
● Use exploratory analysis to generate and
save Media Plans with a single click.
● Update, save and share media plans with
colleagues and clients, simplifying the
campaign activation process.
● Save Media Plans in a dedicated tab for
rapid plan retrieval, modification or
approval.

17. CARTO — Unlock the power of spatial analysis
Campaign
impact analysis
● Gain coverage and impact insights based on
audience metrics from the leading data
providers.
● Run scenarios to better understand
coverage, impressions and potential results
before finalizing each media plan.

18. CARTO — Unlock the power of spatial analysis
● CARTO provides 1,000s of high-quality data
streams - saving your team time when
gathering data from different vendors.
● Easily compare data for different areas of
influence and combine it with your own
internal data.
● The most relevant data streams for OOH
media planning come out-of-the-box.
● Integrate your own outdoor inventory,
targeting and audience metrics.
Best-in-class
location data

19. CARTO — Unlock the power of spatial analysis
Integrate best-in-class location data:
Human Mobility
Road Traffic
Demographics
Housing
POI’s
Environmental
Geographies
Financial
Behavioral COVID-19

20. CARTO — Unlock the power of spatial analysis
The world’s leading OOH players are
our clients

21. Thanks for listening!
Any questions?
Request a demo at CARTO.COM
Mary Layden
Director of Marketing NA // mlayden@carto.com
Matt Forrest
VP of Solutions Engineering // mforrest@carto.com