BRAND VALUE METRICS
The Philosophy
OOH ADMIN team processes for validating display location data are designed to ensure the highest level of accuracy and confidence for the indoor and outdoor inventory considered to enhance the efforts of sales teams, agencies and brands with the help of media owners. The core of this effort is a multi-stage validation framework that moves beyond automated checks to incorporate critical human-in-the-loop verification components.
The Process
The teams begin by systematically comparing and reconciling location data from various sources, such as geospatial databases, region information related to zip codes, marketing regions (like CBSAs and DMAs in the USA), coupled with existing inventory and data records honed by over a decade of experience processing media owner OOH display information. While our automated tools help flag potential duplicates, naming anomalies or discrepancies, these findings are always subject to visual confirmation by our teams largely due to M&A activities and external tech upgrades at the inventory level. The final steps involve using a dedicated proprietary visual verification application to manually check, confirm and capture key display attributes, including “tuned” street-level views, compass direction, and traffic-facing information to facilitate audience and attribution accuracy efforts. This robust approach ensures we deliver high-confidence, verified location data that can be trusted across business units for planning, sales and reporting.
The Steps
Some of the specific steps we evaluate are duplicated and mislabeled displays, location information including read, travel direction, side of road and facing, including numerical bearings critical for audience and attribution data, as well as aligning marketing photos with map coordinates, viewsheds (with subscription), streetviews with a captured “Tuned” streetview carried in our system to facilitate communication for proposals, contracts, validation and validation confirmation at campaign level for various clients.
The User Interface
The OOH INFO user interface merges the efforts of our various teams into one portal that administration teams can access with API capability such as our connection with various data partners such as PerView, Mobilytics and Spotzi. Users can log into our OOH CHARGER and BEARING APP to inspect and LIVE Edit display details and access their audience, mapping and attribution data in one convenient interface.
The API Connectivity
Our automated onboarding, validation and reporting processes are currently connected to our global partners including PerView, Mobilytics and Spotzi.
The Data Completeness
Our proprietary internal inventory onboarding Brand Value Metric assesses data “completeness” in a model that communicates the higher probability of smooth transactions which in turn enables us to assess 11 areas that give us dynamic confidence in our validation at the time of analysis. A rating of 100 means ALL the data is complete. A score of greater than 100 translates to the “extra” points our OOH ADMIN team quietly assigns for communication, execution, responsiveness and problem solving attributes of a media owner are experienced during the processes, totalling 115. As time passes since the initial validation is performed, we harness system user metrics, seasonal triggers, hardware connectivity and transactional information to flag displays that might need validation periodically refreshed thus giving campaigns confidence in our partner audience and attribution data and analytics.
The Confidence Level
OOH ADMIN uses an internal modeling tool that assesses our confidence level based on the Brand Value Metric data assessed which varies as the project progresses and factors become known and validated. Media Owner direct access to display photos, weblinks and display ID naming systems is a large driver of our confidence. We layer in display characteristics including read, facing, travel direction, side of road, class, layout and structure to align with what we see with our automation, mapping and human interaction. Ultimately, two-way communication and acknowledgement by the media owner can drive our findings to confidence levels of 99.9%.
