Out of home advertising expenditure reached $34 billion worldwide in 2021 and the projected amount for 2024 is $42.4 billion. This form of advertising is one of the oldest out there, but it is starting to receive returning interest as it is going digital. With many new features like brighter displays and the ability to gather diagnostics, DOOH (Digital Out of Home Advertising) has accounted for roughly 18% of the global OOH sales. Both outdoor and online advertising have the same goal of increasing the efficiency and reach of their campaigns. However, they have different ways of accomplishing that.
Unlike online ad analytics with various apps to monitor clickthrough rate, keywords and retention time, the outdoor advertisement statistics are more difficult to track. The clients need to count people passing by the advertisement stand, measure the engagement time, and then send all the data back to an analytics center.
JCDecaux – outdoor advertising experts
In 1964 JCDecaux created a concept of multifunctional outdoor constructions for advertising purposes. With continued investments and innovation, the company became one of the world's five biggest outdoor advertising companies. They have made significant contributions to the outdoor advertising business by being the first to create a seven-day advertising campaign model, building dedicated advertising stands, installing lighting for their displays and much more. Today, the local branch, JCDecaux Lithuania, together with global advertising technology platform AllUnite, is implementing IoT into its advertising infrastructure.
To streamline the campaign by optimizing their placement, JCDecaux Lithuania tracks the number of people passing by digital screens and how much time people spend near them and then transfers all of that data back to AllUnite's server center. In order to efficiently track the reach of JCDecaux Lithuania digital advertising stands, products of Teltonika Networks were used. The RUT240 industrial cellular router placed in the advertising stands provides data transfer connectivity and enables critical functions for this setup. Teltonika Networks industrial-grade router is a great fit because it can withstand the harsh environmental conditions like heat, cold and moisture it encounters outdoors. You can learn more about this setup by following our use case link.
The importance of IoT for advertising future
Our wonderful collaboration with our local partner JCDecaux Lithuania is proof that combined effort brings much more significant results. We also have a first-hand account from Tomas Vaicekauskas, the Digital Manager at JCDecaux Lithuania: "We were happy to learn that a local IoT expert was right here in Lithuania. Teltonika Networks has helped us bring that required connectivity". He explains why gathering engagement metrics for outdoor advertisements is crucial for any campaign and every company that wants to show their products or services should consider it efficiently.
IoT is paving its way into every part of our lives with new advanced technology and we are delighted to have market leaders such as JCDecaux work with Teltonika Networks. The internet of things can help gather vital statistics and automate and streamline many smart solutions in numerous different industries. So, if you are interested to see this solution in action, be sure to check out the video!
Teltonika Networks will continue to look into the future where IoT solutions help improve user experience and streamline the work processes, as is the case with JCDecaux and their out-of-home advertising data collection. Reliable and safe connectivity is an essential part of the ever-advancing internet of things. That is why it acts as a cornerstone in our product design philosophy.