Building Trust and Transparency in Out-of-home Advertising

Out-of-Home (OOH) advertising has an indelible impact and is one of the most effective ways to reach and engage your target audience. There is no question about it. In fact, OOH including Billboards have up to an 86% recall rate, higher than all other forms of advertising, according to a 2023 study by Solomon Partners. 

However, its impact depends on its execution, and that can be quite a task. It includes managing a large number of OOH locations, campaigns, vendors, and field executives across the country. This is where Hashbrown comes in with its expertise and experience to empower you to plan, monitor and optimize your OOH advertising performance and achieve a higher return on investment (ROI). 

Realizing the loopholes in the OOH advertising industry and identifying the scope of improvement, Hashbrown took it upon itself to resolve the challenges faced by brands and agencies, ensure total compliance, eliminate pilferage and create systematic accountability. 

It started when we partnered with Bubna Advertising, the largest outdoor advertising agency by volume in India or perhaps the world, wherein Hashbrown handled over 150,000 locations in real time for the agency. 

You can read our case study here.  

We have come a long way since then, and here's what we have achieved so far: 

Improved Targeting for Enhanced Results 

• Location-based Targeting: Maximize campaign impact by reaching specific areas and delivering your message to the right people at the right time.  
• Demographic Insights: Tailor OOH campaigns effectively with valuable audience insights. Understand demographics, preferences, and behaviors for maximum resonance. 

Campaign Optimization for Maximum Impact 

• Ad Placement Adjustments: Enhance OOH ad effectiveness with data-driven decisions. Optimize campaigns by adjusting placements and parameters using real-time data. 
• Transparent Reporting and Analytics: Gain campaign visibility with transparent reporting and analytics. Measure OOH initiative success with detailed reports. 

Enhanced Accuracy and Efficiency 

• Real-time Location Verification: Verify ad locations by gaining access to a library of geo-tagged images, ensuring accurate delivery of your messaging. 
• Streamlined Processes: Efficiently streamline OOH campaign management. Seamlessly handle multiple locations, campaigns, vendors, and field executives, saving time and resources. 

Uncovered Opportunities and Addressed Challenges 

• Identifying & Fixing Loopholes: Overcome challenges like pilferage, double selling, inaccurate targeting, and data limitations. 
• Scope for Improvement: Analyze campaign data and performance metrics to uncover growth opportunities. Optimize OOH advertising strategies by making adjustments for improvement. 

 
How have we done it? 

It has taken us time, strategy, the use of high-end technology including location intelligence, artificial intelligence, and machine learning, and a strong-willed team to create a sophisticated, reliable Out-of-Home Auditing and Monitoring System that achieves everything we’ve mentioned so far. 

Additionally, we have built the Moshpit App, Meridian.API, and the Brand Manager App to further advance the system and make it easier to manage multiple locations, campaigns and vendors from anywhere. We'll discuss them in detail in a subsequent blog.  

Our system revolutionizes the way you manage and monitor your OOH campaigns with improved targeting, campaign optimization, transparency, accuracy, and efficiency. 

Contact Hashbrown to learn more about our OOH Monitoring System and take the first step towards transforming your OOH advertising today.