Empowering Brick-and-Mortar Businesses with Foot-Traffic Analytics for Effective OOH
In today’s competitive marketplace, brick-and-mortar businesses constantly seek innovative strategies to attract and retain customers. Recognizing this need, DOmedia, in partnership with location analytics leader Placer.ai, has launched PeopleToMySpot.com—a innovative website tailored to help local marketers and business owners harness the power of foot-traffic analytics to enhance their out-of-home (OOH) advertising efforts.
The collaboration between DOmedia and Placer.ai brings together cutting-edge technology and invaluable insights to empower brick-and-mortar businesses in understanding and impacting foot-traffic patterns near their physical locations. By leveraging Placer’s Foot Traffic Widget, PeopleToMySpot.com provides users with access to detailed foot-traffic data for any zip code, enabling them to make informed decisions about their advertising strategies.
Ian Bowman-Henderson, Head of Operations at DOmedia, highlighted the significance of accurate foot-traffic analytics in today’s competitive landscape: “With increasing competition online, local businesses need their brick-and-mortar locations to have a competitive edge. Accurate foot-traffic analytics can help them understand customer patterns and advertise more effectively, and Placer.ai has made it more actionable.”
We had the opportunity to sit down with Dan Hight, VP of Advertising and Media Partnerships at Placer.ai, who further emphasized the importance of accessible location-based insights, particularly in the context of the growing OOH and retail media sectors. “With the growth of OOH and retail media, the need for high-quality, accessible location-based insights is more important now than ever before. We are proud to be supporting DOmedia, who are focused on bringing this best-in-class OOH buying platform to SMBs.”, he told StreetFight.
PeopleToMySpot.com not only provides businesses with valuable foot-traffic data but also offers actionable solutions to translate these insights into effective advertising campaigns. Leveraging DOmedia’s expertise in the local ad marketplace, the platform enables businesses to identify available ad inventory and tailor their campaigns to maximize customer foot-traffic.
Underscoring the significance of democratizing access to OOH advertising inventory and data, Michael Cooper, CEO at DOmedia, stated that “the world’s largest brands know out-of-home ads work. Local brick-and-mortar businesses haven’t had the same level of access to inventory—not just billboards, but digital screens in restaurants and gyms, taxi ads, movie theaters—and they haven’t had the same level of access to the data.”
Despite the proven effectiveness and affordability of OOH ads, small businesses have historically faced barriers to entry in this space. According to research from the Outdoor Advertising Association of America, 76% of U.S. adults have engaged with a business after seeing an OOH ad, with over 20% visiting in-person. However, in 2022, nearly 20% of all OOH ad dollars came from just 100 major corporations, highlighting the disparity in access to OOH advertising opportunities.
As the OOH advertising industry continues to grow, DOmedia remains at the forefront of facilitating accessibility and innovation in this space. In 2022, U.S. advertisers spent $8.8 billion on OOH ads, with DOmedia’s software facilitating nearly $2 billion of OOH bookings. Moreover, 75% of BillboardsIn.com users reported being new to the industry, reflecting the platform’s success in attracting a diverse range of advertisers.
We look forward to seeing the progress this DOmedia and Placer.ai partnership has in democratizing access to foot-traffic analytics and OOH advertising inventory.