Stay Connected
 Home > Stay Connected > News Articles > Marketing
Print Print   Email    

Marketing

<< Return to List

AT&T to OOH advertisers: Here, take our data

Date: December 03, 2015

Summary:
AT&T has rolled out a new service called AT&T Data Patterns, which will provide anonymous and aggregated group audience demographic data to OOH vendors, which in theory they can use to help advertisers offer ads that are more timely and relevant.

Body:
One of the big new things in out-of-home advertising is the use of big data to help advertisers track and more effectively target audiences.

The bulk of that data is culled from mobile phones, and now one wireless carrier is providing data on its subscribers to the OOH industry.

AT&T has rolled out a new service called AT&T Data Patterns, which will provide anonymous and aggregated group audience demographic data to OOH vendors, which in theory they can use to help advertisers offer ads that are more timely and relevant.

Clear Channel Outdoor Americas is the first to sign up for the service, which allows advertisers to see how many people pass by an OOH location, as well as other stats such as income ranges, genders, ethnicity and household size.

AT&T says the service can also measure lift, such as the percentage of an audience that passed an OOH ad and later watched a promoted TV program or visited a retail location.

As a part of the deal, Clear Channel says it will use AT&T Data Patterns in public service campaigns for non-profit and government organizations.

AT&T is the No. 2 wireless carrier in the U.S with 123.9 million subscribers in second quarter, behind Verizon’s estimated 129 million. By comparison, T-Mobile and Sprint have fewer than 60 million subscribers each.

Subscribers can opt out of having their information used in the AT&T Data Patterns program by visiting the company’s website.


Click here to learn more.

 

<< Return to List