HYGH Blog

Five on Friday: May 24

Top news every week from the world of advertising, adtech, and emerging tech.

New Study Finds More Than 90% of US Travelers Notice OOH Advertising 

A new report by Nielsen for the Out of Home Advertising Association of Americareleased this week, reveals that 90 per cent of US travellers havenoticed out of home (OOH) advertising in the past month,and 80 per cent have noticed OOH ads in the past week. 

The report also found that:

  • 66% of smartphone users took some type of action on their device after seeing an OOH 
  • More than 40% searched for a brand online after seeing an OOH ad 
  • 20% of those who saw a directional OOH ad immediately visited the advertised business
  • 74% who visited a business after seen a directional OOH ad made a purchase
  • Adults ages 16 – 34 is the demographic most engaged with OOH advertising

Transport for London to Use Commuter WiFi Data for Real-Time Insights

©Transport for London

Depersonalised Wi-Fi connection data will soon be used to help Transport for London (TfL) improve the information it provides to its customers on London Underground.

The depersonalised data collection, which will begin from 8 July 2019, will look to harness existing Wi-Fi connection data from more than 260 Wi-Fi enabled London Underground stations to understand how people navigate the network. This will then be used by TfL to provide better, more targeted information to its customers as they move around London, helping them better plan their route to avoid congestion and delays. The system, which has been developed in-house by TfL, will automatically depersonalise data, with no browsing or historical data collected from any devices.

Data will be made available for app developers, academics and businesses to create new products and services.

Ad Fraud Loses to Reach $42billion 

A new study from Juniper Research forecasts that advertisers will lose $42 billion of ad spend globally this year to fraudulent activities committed via online, mobile and in-app advertising. This is a 21% increase from the $35 billion lost to advertising fraud in 2018. This growth will be driven by increasingly sophisticated techniques being implemented by fraudsters.

The report claims fraudsters will gravitate to advanced techniques such as spoofing advertising networks to falsify ad clicks and displayed ads, rather than labour-intensive activities such as app install farms.

Digital Billboard Offers Hayfever Sufferers Real-TimePollen Insights

GSK has launched the UK’s first fully automated digital out of home ad – a campaign for allergy medication Pirinase triggered in real-time by MET Pollen Data. The campaign goes live when pollen counts pass a certain threshold.

The campaign is fully programmatic, from planning through to purchase of out-of-home inventory,  and uses specific event-based triggers such as MET Pollen Data, location criteria and spending parameters to determine which ads will appear when and where.

Geolocation Powered Tech Used to Locate Missing Kids 

Runaway Train geo-targeted digital OOH

It's 25 years since the hit song Runaway Train by Soul Asylum first aired. It featured photos and of missing children and the details of where they were last seen. The song is back covered by Jaime N Commons and Skylar Grayas part of a campaign by the National Center for Missing & Exploited Children (NCMEC) and advertising agency M/H VCCP to help locate missing children. In a world first, the new music video uses geo-targeting technology to change the missing children featured based on where the video is viewed. Read more here