OOH has been one of the hardest-hit channels during lockdowns but anecdotal evidence suggests that, as these ease and people begin to move about again, brands in Southeast Asia are looking to integrate audience-driven mobile and OOH campaigns.

That’s according to Moving Walls, a Singapore-based adtech company, which is fielding an increasing number of calls on this subject and which argues that leveraging OOH touchpoints and mobile targeting can be an effective way of connecting with consumers.

In an article for WARC, the company notes that OOH has suffered from a perceived lack of data, but that doesn’t have to be the case in the emerging ‘new normal’.

“As each stage of the recovery unfolds, OOH will be heavily dependent on data-led planning and will follow the stages of audience journey in response to restrictions being lifted,” it says.

For that to be effective, mobile – and the location data it enables – will be increasingly important while audience movement patterns remain unpredictable.

“By using the audience analysis approach and identifying hotspots for engagement and activations, advertisers can obtain metrics that provide reach opportunities and potential prioritisation of individual hotspots,” Moving Walls advises – and all this can be done at a micro level.

Its own analyses of movement patterns in Malaysia and Indonesia as control orders have been eased show where and when shifts have taken place from residential areas to central business districts and working areas have grown – indicating how people have become more confident in going back to work and moving around.

“These location data sets provide an important source of data for advertisers to re-purpose campaign objectives, helping them make informed decisions on where and which channels they can run their campaigns and quickly shift their investments to where it counts,” Moving Walls advises.

For more on the OOH opportunities for brands, read the Moving Walls article in full: Reframing OOH strategy in Southeast Asia for a post-COVID world.

Sourced from WARC