DreamMedia's Digital-Out-of-Home (DOOH) platform, powered by the detailed demographic data provided by MEO Empresas's Geo Analytics solution, allows advertisers to reach the right target audiences, at the right time and in the right place, through more precise and targeted campaigns to successfully achieve their marketing objectives.
The solution from MEO Empresas ensures that DreamMedia's new DOOH platform can:
- Identify indicators (KPIs) on population behaviour patterns in specific geographic areas;
- Measuring the performance of outdoor advertising assets;
- Analyse the effectiveness of active campaigns and plan new ones;
- Know which advertising assets have the most impressions (the most people passing by).
With access to information such as the age, gender and place of residence of mobile users, advertisers can tailor their messages effectively and maximize the impact of their advertising campaigns.
The platform reconstructs, for example, the trajectories of mobile phone users and is able to expand this information to the total population of Portugal. By being projected onto existing road infrastructures, it allows a representation of the geospatial configuration of the roads and streets that people are using on their journeys, very useful information that facilitates strategic asset location decisions.
The integration of MEO's demographic data into this innovative platform represents a revolutionary step in the country's outdoor advertising market by enabling advertisers to make decisions more quickly.
DreamMedia chose January 25 to present its latest innovation, during the "20 years - Whats Next?" event held in the Sala Tejo of the Altice Arena in Lisbon, a day that also served to celebrate the company's two decades. The meeting was attended by more than 800 people and included several national and foreign speakers and the prominent presence of MEO Empresas's B2B Product Management area, representing the company.
Find out more about Geo Analytics and another success story using this solution from MEO Empresas.
Text: Meghanne Barros | Image: MEO Empresas