livesystems Launches Data-Driven Targeting for Digital Out-of-Home Campaigns
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Zurich, Switzerland - August 19, 2025 – Livesystems is empowering advertisers and agencies wiht a new capability to strategically manage Digital Out-of-Home (DOOH) campaigns using data-driven insights. This innovative system leverages over sixty distinct variables to pinpoint audiences with unprecedented accuracy.
Unlocking Granular Audience Targeting
The system analyzes socio-demographic factors, including age, income, and household composition, alongside behavioral attributes such as electric vehicle ownership and financial service affiliations. This multifaceted approach allows for highly targeted advertising,moving beyond broad demographics to reach specific consumer segments.
Did You Know?
The DOOH market is experiencing rapid growth, projected to reach $18.5 billion by 2026, according to statista.
Advertisers can further refine their campaigns by incorporating event-based triggers,such as real-time weather conditions,time of day,and day of the week.This dynamic targeting enables focused messaging for core audiences and differentiated communication for sub-segments based on location, context, and timing.
Data Foundation and Methodology
The underlying data powering this targeting capability originates from Intervista, an autonomous market research institute. affinity values have been established for nearly all advertising events within the Livesystems network. The data collection process relies on the “footprints panel,” described as Switzerland’s largest mobility study. This comprehensive panel incorporates data from 3.4 million screen contacts, 1.5 million days of mobility tracking, and responses from over 115,000 online interviews.
Key Data Points
| Metric | Value |
|---|---|
| Screen Contacts | 3.4 million |
| Mobility Measurement Days | 1.5 million |
| Online Interviews | 115,000+ |
“With the new data-based target group approach, advertisers can steer their campaigns more intelligently and with greater precision,” stated Tim Marach, Head of Digital Media Solutions at Livesystems. He illustrated the potential with an example, noting how insurance companies could specifically target screens in areas with growth potential and tailor messaging to different age groups.
Pro Tip:
Consider A/B testing different creative executions within your DOOH campaigns to optimize performance based on audience response.
How will this level of targeting impact campaign ROI for advertisers? What new creative opportunities does this unlock for agencies?
The Rise of programmatic DOOH
Digital Out-of-Home advertising is evolving rapidly, driven by advancements in programmatic buying and data analytics. Traditionally, OOH advertising relied on static placements and limited targeting capabilities.However, the integration of digital screens and data-driven insights is transforming the landscape, allowing for dynamic content and real-time optimization. This shift is attracting increased investment from brands seeking more measurable and effective advertising solutions. The ability to leverage frist-party data and integrate DOOH with other digital channels is further fueling this growth. As technology continues to advance, we can expect to see even more sophisticated targeting and personalization options emerge in the DOOH space.
Frequently Asked Questions about Data-Driven DOOH
- What is data-driven DOOH advertising? It uses data about audience demographics, behaviors, and location to deliver more relevant ads on digital out-of-home screens.
- How does Livesystems’ system collect data? Through a partnership with Intervista and their “footprints panel,” which gathers data from millions of screen contacts and online interviews.
- What types of targeting are possible? Socio-demographic, behavioral, event-based (weather, time, weekday), and geographic targeting are all supported.
- What are the benefits of data-driven DOOH? Increased campaign efficiency, improved ROI, and the ability to reach highly specific audience segments.
- Is this technology available globally? Currently, the described system is focused on the Swiss market, but similar technologies are emerging in other regions.
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