Development of an Integrated Out-of-Home Advertising Platform with Enhanced Customer Engagement and Data Analytics

The client faces challenges in effectively communicating the value of innovative OOH advertising options, such as digital and place-based mobile ads, to diverse customer segments including agencies, local businesses, and property owners. Existing platforms lack targeted navigation, self-service tools for smaller clients, and integrated analytics, which limit customer acquisition and retention. Additionally, demonstrating campaign effectiveness and supporting ongoing campaign management require a unified, user-friendly digital solution.

A large media and advertising organization aiming to modernize and expand its digital out-of-home (OOH) advertising offerings through an innovative web platform that educates customers, supports self-service media management, and leverages data analytics.

• Create an intuitive website architecture that directly addresses target audiences with clear navigation and messaging.
• Develop a customer portal enabling self-service media booking, customization, and campaign management, including access to production specs and analytics.
• Incorporate data-driven insights and success stories to highlight campaign effectiveness and ROI.
• Implement targeted educational content and guided user journeys to convert visitors into active advertisers across both large brands and small businesses.
• Ensure scalability, security, and performance to support increasing user engagement and campaign volume with real-time analytics.

• Targeted main navigation tailored to primary customer segments (new advertisers, agencies, property owners).
• Market finder tool that guides users based on geographic location, with descriptive language and strong CTA buttons.
• Self-service media booking interface allowing users to explore media options, view costs, and initiate orders.
• Customer portal integrated with production specifications and digital assets download.
• Analytics and reporting dashboards offering campaign performance metrics and insights.
• Supporting content modules showcasing case studies, galleries, and success teasers to demonstrate ROI.
• Continuous support features including easy campaign extension, reordering, or new campaign initiation.
• Responsive design optimized for mobile and desktop to improve user experience.

• Third-party data sources for real-time weather, weather-dependent message adjustments, and geolocation services.
• Analytics platforms for tracking user interactions and ad campaign performance.
• CRM and customer support systems to facilitate ongoing client engagement.
• Digital asset management systems for media specs and creative assets.

• Scalability to support increasing user base and data volume.
• High performance with minimal load times across devices.
• Data security and compliance with relevant standards.
• Availability and uptime targeting 99.9% SLA application.

The new platform aims to increase customer engagement and conversions by providing an intuitive, data-driven experience. It is expected to boost new customer acquisition, particularly among small businesses, and enhance campaign success rates for existing clients. The system's analytics capabilities and targeted messaging are projected to improve overall ROI and demonstrate measurable effectiveness of OOH campaigns, similar to a 2019 increase in website engagement and recognition through industry awards.