During the planning of advertising campaigns, one of the most important indicators is OTS (Opportunity to See). It helps to estimate how many potential contacts with your advertisement the target audience can make. In this article, we will tell in detail where this data comes from, how to analyze it correctly, as well as what role modern technologies play, in particular DOOH, pDOOH, and special software for video walls.

How is audience data collected?

On many digital structures, including LED billboards and other advertising screens, Wi-Fi sensors (sniffers) are installed. They record the MAC addresses of mobile devices within a certain radius around. Usually, this radius ranges from 50 to 300 meters—depending on the type of structure. It is considered that everyone who passes or drives by in this zone will see your advertisement, and therefore a contact with the brand will occur.

OTS is the chance to see

Opportunity to See (OTS) is one of the key metrics in the field of outdoor advertising. This indicator determines the cost of placement and the attractiveness of a specific location for advertisers. For example, billboards near which 15 thousand people pass daily and those near which 110 thousand people pass have significantly different prices.

OTS takes into account all possible contacts, including repeated ones. Often the same people pass by the same structure several times a day—on the way to work, home, or during walks. However, after data processing, repeated contacts are filtered out, and we get the unique audience coverage indicator (uOTS).

Modern trends: automation and precise targeting

Today, DOOH (Digital Out-Of-Home) is gaining more popularity thanks to its effectiveness and the possibility of precise targeting. The use of pDOOH (programmatic DOOH) allows automating the process of placing advertisements on digital screens, which significantly increases campaign effectiveness and allows brands to quickly respond to market changes.

The role of video wall software

Video wall software plays a key role in managing content on LED billboards and other LED screens. It provides flexibility and convenience in setting up advertising messages, allowing quick adaptation to new requirements or changes in marketing strategy. Thanks to modern software for LED screens, brands can promptly change content, launch promotions, and analyze the effectiveness of their campaigns.

Quality and attractiveness of LED screens

LED billboards and other advertising screens provide high image quality and brightness, attracting the attention of passersby and increasing audience engagement. Thanks to modern technologies, such structures become an integral part of modern marketing strategy, allowing brands to effectively communicate with consumers and achieve maximum effectiveness of their advertising campaigns.

MAC addresses have been collected. What’s next?

After data collection, all MAC addresses are immediately encrypted and anonymized. This process happens automatically, without operator involvement, which ensures compliance with personal data protection laws. No one knows who exactly owns this or that device that was recorded by the sniffer. Thus, user confidentiality remains under reliable protection.

Using data in modern DOOH networks

The encrypted database obtained during a separate advertising campaign can be used as one of the segments for targeting in the system. Depersonalized data is transferred to the client’s advertising cabinet, where the formation of target groups takes place. If the database is large (for example, over 100 thousand contacts), the cabinet’s algorithms need additional time for analysis and segmentation: faceless numbers are transformed into clear target audience groups, divided by interests, age, gender, and geolocation.

The power of DOOH Display Solutions

Modern solutions for digital outdoor screens, such as DOOH Display Solutions, allow not only to effectively display advertising on large LED surfaces but also to manage content centrally using a specialized video management system. This approach gives the opportunity to quickly change messages on all screens of the network, analyze the effectiveness of campaigns, and adapt to changes in marketing strategy.

Assessing the impact of DOOH advertising

The use of data from traps allows advertisers to get an answer to an important question: “How to find out that a client came specifically because of outdoor advertising?” Sniffers record devices that passed by the advertising structure and then appeared, for example, in a store in a shopping center. For an accurate calculation of reach, Wi-Fi sniffers must also be installed in offline points—only in this case is it possible to track the customer’s path from the advertisement to the place of purchase.

Centralized video management system: advantages

Centralized video management is an important component of modern advertising solutions for digital screens. It allows easy content management, quick launch of new campaigns, analysis of placement effectiveness, and adaptation to market changes in real time. Thanks to such a system, advertisers get full control over their campaigns and can achieve maximum effectiveness thanks to precise targeting and analytics.

Development of technologies for outdoor advertising

The use of modern technologies such as DOOH networks, DOOH Display Solutions, as well as centralized video management, allows advertisers not only to effectively deliver their messages to the target audience but also to accurately measure the impact of outdoor advertising on customer behavior. This makes outdoor advertising transparent, measurable, and maximally effective in modern marketing strategies.

How data collection technologies work in Digital Signage and retail media

In modern shopping centers, stores, and other premises, innovative solutions for analyzing visitor behavior are being actively implemented. One of the most effective tools is specialized traps that record the presence of mobile devices near Digital Signage screens. Such systems allow not only to display advertising but also to collect data about the real audience.

Software for digital signage plays an important role in this process. It provides not only content broadcasting but also integration with various sensors and analytics systems. When a person passes by a screen with an installed trap, their device is automatically recorded. All received data is encrypted and anonymized, which guarantees compliance with confidentiality requirements.

Effectiveness of digital advertising in shopping centers

Retail media is a new level of marketing solutions that allows brands to deliver their messages to the target audience directly at points of sale. Thanks to traps built into the Digital Signage system, marketers get the opportunity to analyze visitor flow, determine the most popular locations, and evaluate the effectiveness of individual advertising campaigns.

Digital signage player as a personalization tool

An important element of modern infrastructure is the digital signage player. It allows not only to play content but also to quickly respond to changes in audience behavior. For example, if the system records an increase in the number of visitors in a certain place, it is possible to automatically change advertising messages so that they are as relevant as possible.

Advantages of centralized Digital Signage management

The Digital Signage system, integrated with data collection tools, makes it possible to manage dozens or hundreds of screens from a single center. Software for digital signage provides remote content updates, broadcast scheduling, and integration with other marketing tools. This significantly increases the effectiveness of digital advertising and allows brands to quickly adapt to changes in customer behavior.

Personalization and analytics in retail media

Thanks to the analysis of data collected by traps, marketers can personalize content by showing advertising that best matches the interests of visitors. This is especially important in the highly competitive environment of shopping centers, where every second of customer attention is of great importance. The Digital Signage system allows not only to measure the number of contacts but also to understand which content best attracts the audience.

Integration and the future of digital advertising

The use of modern technologies such as Digital Signage, digital signage software, players, and integrated analytics systems opens up new opportunities for brands. This allows not only to attract attention but also to obtain valuable insights about audience behavior, which is the key to success in modern marketing.


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