SMART OOH PLANNING
PLAN AND EVALUATE YOUR OOH CAMPAIGNS LIKE NEVER BEFORE
BigPlan is a revolutionary planning and evaluation tool for OOH campaigns which was created through the cooperation of the BigMedia and O2 Media companies.
BigPlan mines big data from the movement, behavior and interests of
5 million users in the O2 network
5 million users in the O2 network
from 5 million O2 mobile network users
2.42 million use mobile internet
as part of the broadband network
700 thousand households use home Internet 360 thousand households watch O2 TV
These customers generate a huge amount of data about their location, their mobile communications, their activity online, while watching TV, making purchases in online stores and, finally, in normal communication with their mobile operator. With the consent of the customer, this data is anonymized and the aggregated data is usable in marketing, to accurately target specific customers.
The behavior and interests of these O2 users allow them to be precisely divided into selected target groups, The behavior and interests of these O2 users allow them to be precisely divided into selected target groups
The movement of these users’ SIM cards generates huge volumes of data that O2 evaluates and converts to the population flow along individual roads.
BigPlan combines data on the movement of O2 user SIM cards (extrapolated to the entire population of the Czech Republic 8+) with the parameters of OOH spaces of companies on the given road 
This yields precise knowledge regarding the reach of all our OOH media, even sorted according to individual target groups.
For comparison: TV campaigns are planned based on a sample of 1,870 households (4.470 individuals), therefore approximately 1,000 times smaller population sample than with BigPlan.
Source: ATO, O2 Media, March 2017
Combining user movement data and outdoor advertising data
BigMedia has provided data on its network of advertising media, and for each carrier we know its exact location with GPS coordinates and azimuth, that is, the ideal directional rotation. O2 Media has data on population streams over roads that pass through the network of our advertising media. We assume that each ad unit is visible at an angle of up to 120 ° and from the maximum distance that is specific to each type of ad panel. This creates cone-shaped areas within which we can calculate the movement of the population. We include each user that is, during his/her movement, in the cone-shaped area of view of the advertising space, with an angle of <60 °. This provides us with rough data on population movement around an advertising unit.
GEOLOCATION DATAMobile users generate a quantity of geolocation data about their location. This data can be algorithmically converted to the population flow over roads. This then make it possible to create heat maps of population movement, even for individual target groups. The above example shows a heat map of population movement around advertising facilities in Prague, which, after a month, will show the top 50 advertising spaces with the greatest number of contact opportunities. |
OVERVIEW
TARGET GROUPS
Gender
Men
Woman
Age
< 18
18+
18–24
25–39
40–59
> 60
Interests
Automobiles & motorcycles
Housing, household, garden
Travel, culture
Finances
Foodies
Career, education, health
Shopping, fashion
Families with children
Sports, games
Telecommunication
pets
Small business owners
Location
14 regions
77 counties
Socioeco. groups
A + B
C
D + E
Automobiles & motorcycles
People interested in new and used cars and motorcycles, Fan clubs, automakers
Living & Household & Garden
people interested in reconstruction and home/apartment construction,real estate agencies, real estate businesses, furniture, hobby markets
Travel and culture
people interested in travel, accommodations, travel agencies, airline tickets, leisure activities, relaxation
Finance
people interested in financial institutions, banks, insurance companies, financial consulting, and financial literacy
Foodies
people interested in recipes, cooking, diets, restaurants, food websites/food blogs, fast food chains, food festivals, farmer’s markets, beer breweries, online grocery shopping
Career, Education and Health
People interested in finding employment, in education, requalification, Colleges, pharmacies, organic products
Shopping & Fashion
people interested in fashion, electronics, toys, gifts, cosmetics, auctions, second-hand shops
Pets
People interested in pets, pet food, animals, Veterinarians, breeders’ needs
Small entrepreneurs
Small business owners and tradesmen (O2 customer segmentation)
Families with children
people interested in children’s portals, toys, supplies for newborns/children, pediatricians
Sports & Games
people interested in sports news, fan sports and professional athletes, games, betting, hobbies
Telecommunications
people interested in mobile operators, telecommunications, tariffs
How an interest segment of a target group is created
The video shows the procedure used in creating a new PETS interest segment – people interested in household pets, pet foods, animals, veterinarians or breeding supplies – at which an outdoor advertising campaign can be aimed.
Woman,
Age: 18+, teacher,
Interests: shopping, fashion
WE DELIVER
STANDARD
MEDIA
INDICATORS
FOR YOUR
CAMPAIGN
REACH
Total number of unique contacts with campaign
IMPRESSIONS
Total number of contacts with campaign, cumulative reach of the campaign
FREQUENCY
Average number of contacts with campaign for all users, who had at least 1 contact With the campaign (Impressions / Reach)
GRP
(Gross Rating Point) – Total number of contacts with campaign in % of total population of the Czech Republic (an individual may be counted multiple times)
TRP
(Gross Rating Point) – Total number of contacts with campaign in % of total population of the Czech Republic (an individual may be counted multiple times)
CPT
(Cost Per Thousand) – Price per thousand contacts addressed (in CZK) (comparative indicator of cost of advertising, CPT = (price of campaign / Impression) x 1,000 contacts)
Male,
Age: 40 – 59 years old, manager,
Interests: pets
BIGPLAN
WILL PLAN
AND
EVALUATE
YOUR OOH
CAMPAIGN
For the maximum reach of your campaign for your set media budget
For the maximum reach of the required combination of target groups
For your required fixed Reach (total number of unique contacts with the campaign)
For the maximum hitsfrom the required number of advertising spaces
Optimization of campaign for not just frequency of hits 1+, but also for 3+, 5+ and 8+
(high-frequency campaigns)
Post-buy evaluation based on the real movement of persons in the given month of your campaign for your established target group and Reach frequency.
Example of comparison of real Bigboard Campaigns with the same campaigns prepared using BigPlan
If the client campaigns were planned using BigPlan, they would achieve markedly better results and clients’ financial resources would be expended more efficiently.
Male,
Age: 25 – 39 years, programmer,
socioeconomic group A+B
SMART OOH PLANNING
BigPlan is a revolutionary planning and evaluation tool for OOH campaigns which was created through the cooperation of the BigMedia and O2 Media companies.
BigPlan mines big data from the movement, behavior and interests of
4 million users in the O2 network
4 million users in the O2 network
from 4 million O2 mobile network users
1.67 million use mobile internet
as part of the broadband network
782 thousand households use home Internet 217 thousand households watch O2 TV
These customers generate a huge amount of data about their location, their mobile communications, their activity online, while watching TV, making purchases in online stores and, finally, in normal communication with their mobile operator. With the consent of the customer, this data is anonymized and the aggregated data is usable in marketing, to accurately target specific customers.
The behavior and interests of these O2 users allow them to be precisely divided into selected target groups, The behavior and interests of these O2 users allow them to be precisely divided into selected target groups
The movement of these users’ SIM cards generates huge volumes of data thatO2 evaluates and converts to the population flow along individual roads.
BigPlan combines data on the movement of O2 user SIM cards (extrapolated to the entire population of the Czech Republic 8+) with the parameters of OOH spaces of companies on the given road 
This yields precise knowledge regarding the reach of all our OOH media, even sorted according to individual target groups.
For comparison: TV campaigns are planned based on a sample of 1,870 households (4.470 individuals), therefore approximately 1,000 times smaller population sample than with BigPlan.
Source: ATO, O2 Media, March 2017
Combining user movement data and outdoor advertising data
BigMedia has provided data on its network of advertising media, and for each carrier we know its exact location with GPS coordinates and azimuth, that is, the ideal directional rotation. O2 Media has data on population streams over roads that pass through the network of our advertising media. We assume that each ad unit is visible at an angle of up to 120 ° and from the maximum distance that is specific to each type of ad panel. This creates cone-shaped areas within which we can calculate the movement of the population. We include each user that is, during his/her movement, in the cone-shaped area of view of the advertising space, with an angle of <60 °. This provides us with rough data on population movement around an advertising unit.
GEOLOCATION DATA
Mobile users generate a quantity of geolocation data about their location. This data can be algorithmically converted to the population flow over roads. This then make it possible to create heat maps of population movement, even for individual target groups. The above example shows a heat map of population movement around advertising facilities in Prague, which, after a month, will show the top 50 advertising spaces with the greatest number of contact opportunities.
OVERVIEW
TARGET GROUPS
Woman,
Age: 18+, teacher,
Interests: shopping, fashion
Gender
Men
Woman
Age
< 18
18+
18–24
25–39
40–49
50–59
Interests
Automobiles & motorcycles
Housing, household, garden
Travel, culture
Finances
Foodies
Career, education, health
Shopping, fashion
Families with children
Sports, games
Telecommunication
pets
Small business owners
Location
14 regions
77 counties
Socioeco. groups
A + B
C
D + E
Automobiles & motorcycles
People interested in new and used cars and motorcycles, Fan clubs, automakers
Living & Household & Garden
people interested in reconstruction and home/apartment construction,real estate agencies, real estate businesses, furniture, hobby markets
Travel and culture
people interested in travel, accommodations, travel agencies, airline tickets, leisure activities, relaxation
Finance
people interested in financial institutions, banks, insurance companies, financial consulting, and financial literacy
Foodies
people interested in recipes, cooking, diets, restaurants, food websites/food blogs, fast food chains, food festivals, farmer’s markets, beer breweries, online grocery shopping
Career, Education and Health
People interested in finding employment, in education, requalification, Colleges, pharmacies, organic products
Shopping & Fashion
people interested in fashion, electronics, toys, gifts, cosmetics, auctions, second-hand shops
Pets
People interested in pets, pet food, animals, Veterinarians, breeders’ needs
Small entrepreneurs
Small business owners and tradesmen (O2 customer segmentation)
Families with children
people interested in children’s portals, toys, supplies for newborns/children, pediatricians
Sports & Games
people interested in sports news, fan sports and professional athletes, games, betting, hobbies
Telecommunications
people interested in mobile operators, telecommunications, tariffs
How an interest segment of a target group is created
The video shows the procedure used in creating a new PETS interest segment – people interested in household pets, pet foods, animals, veterinarians or breeding supplies – at which an outdoor advertising campaign can be aimed.
WE DELIVER
STANDARD
MEDIA
INDICATORS
FOR YOUR
CAMPAIGN
Male,
Age: 40 – 59 years old, manager,
Interests: pets
REACH
Total number of unique contacts with campaign
IMPRESSIONS
Total number of contacts with campaign, cumulative reach of the campaign
FREQUENCY
Average number of contacts with campaign for all users, who had at least 1 contact With the campaign (Impressions / Reach)
GRP
(Gross Rating Point) – Total number of contacts with campaign in % of total population of the Czech Republic (an individual may be counted multiple times)
TRP
(Gross Rating Point) – Total number of contacts with campaign in % of total population of the Czech Republic (an individual may be counted multiple times)
CPT
(Cost Per Thousand) – Price per thousand contacts addressed (in CZK) (comparative indicator of cost of advertising, CPT = (price of campaign / Impression) x 1,000 contacts)
BIGPLAN
WILL PLAN
AND
EVALUATE
YOUR OOH
CAMPAIGN
Male,
Age: 25 – 39 years, programmer,
socioeconomic group A+B
For the maximum reach of your campaign for your set media budget
For the maximum reach of the required combination of target groups
For your required fixed Reach (total number of unique contacts with the campaign)
For the maximum hitsfrom the required number of advertising spaces
Optimization of campaign for not just frequency of hits 1+, but also for 3+, 5+ and 8+
(high-frequency campaigns)
Post-buy evaluation based on the real movement of persons in the given month of your campaign for your established target group and Reach frequency.
