For years, fast food giants like McDonald’s and Burger King have been competing for our attention by placing unforgettable billboards throughout city centers. Their witty slogans and catchy advertisements have not gone unnoticed throughout the decades, despite the transformation from analog to digital. The spread of social media has only expedited their outdoor advertising to go viral.
Even though Instagram, TikTok and other social networks now absorb large portions of advertising budgets for major international conglomerates, outdoor advertising has not lost its importance.
Location Intelligence & Site Selection
Business Wire reports that the global turnover of billboard and outdoor advertising is expected to reach $90.06 billion in 2025.
With this in mind, big brands are focusing on enhancing their Out-Of-Home (OOH) advertising and introducing modern marketing strategies like street art and live experiences thanks to AR, VR and QR codes.
However, successful outdoor advertising isn’t an easy feat. To reach potential customers, it’s essential to choose the right locations – the places that are not only most popular, but best suited to your target market’s preferences.
Location Intelligence analyses are a proven, critical element to the success of OOH ads, especially when it comes to site selection (assessing and determining strategic locations) in very large cities where a wide choice of locations is available, such as New York, London or Paris.
Enhance advertising with Location Intelligence
To best understand how Location Intelligence can be leveraged to design strategic outdoor advertising campaigns, we look at a visualization of one of The Data Appeal Company’s data packages, consisting of a sample of 70,544 points of interest in central London, UK.
The interactive map contains different levels of information (see below), which, when combined and filtered, allow us to conduct various evaluations from a marketing point of view:
- 19 business categories (retail, freelance, F&B, banking, hospitality, etc.) and dozens of related sub-categories
- Detailed overview of each individual POI (full name, address, contact information, number of reviews, Sentiment and Foot Traffic scores, etc.)
- Sentiment score of every POI (an indicator detects the level of appreciation by customers based on online feedback from over 100 sources)
- Sentiment by topic (i.e. customer opinions based on topic)
- Foot Traffic score of businesses (i.e. which places are most visited, popular and reviewed)
- Price Range (i.e. the price level for restaurants)
- Potentiality Index of each area (i.e. the level of potential growth of a selected territory)
Thanks to the Time Machine at the bottom of the map, all of the information can also be viewed in the past to detect changes and evolutions based on seasonality or the post-Covid recovery period.
We’ve tested our data to select the areas and businesses across London that are most effective for advertising campaigns in the follow three sectors:
- Pet food
- Professional Services
- Sport-related services and products
Pet Food: Where to aim your advertising
For an outdoor advertising campaign aimed at animal lovers, we’ve filtered the pet shops with the highest foot traffic, which we have found to be mainly concentrated in the north of London:
- Hackney Road
- Cable Street at Shadwell
- Chrisp Street at Poplar
Out-of-home advertising to target business professionals
To promote services directly aimed at business professionals, such as food delivery for lunch or bike/electric scooter rentals for seamless commutes across the city, we’ve selected the business and freelance offices with the highest foot traffic.
It comes as no surprise that north west London was found to have the greatest potential, particularly the neighborhoods of:
- Covent Garden
- Holborn & Farrington
However, there are other areas throughout the English capital that should not be underestimated, such as:
- The area immediately south of Tower Bridge (Borough High Street)
- Whitechapel Road
- Isle of Dogs, which makes perfect sense when correlated with with the Potentiality Index of this area (our proprietary indicator that measures a strong real estate growth and high investment potential)
Sporting Goods & Advertisements: ‘Just do’ targeted marketing around gyms
For companies looking to market energy bars, sportswear or exercise equipment, we recommend taking advantage of location intelligence to enhance the site selection process. The ideal areas would be targeted around the gyms and fitness centers with the highest levels of foot traffic.
Among the most interesting areas in London are:
- Southwark (Union Street and Southwark Street)
- Elephant and Castle
- The area concentrated around the City of London (i.e. King Edward Street and London Wall)
- Bloomsbury (Woburn Place)
- Holborn (High Holborn)
- Soho (St. Martin’s Lane; Oxford Street)
The infinite applications of Location Intelligence
Site selection, outdoor advertising and location-based marketing (also known as place-based media) are just a few examples of how to leverage Location Intelligence. However, the applications of large-scale territory analysis and consumer behavior assessment are endless. Connecting the points of interest consumers frequent with targeted out-of-home marketing is an invaluable tool to add to your arsenal.
Each data package created by The Data Appeal Company is structured according to the unique needs of businesses, brands and destinations. This enables us to provide the most effective combination of datasets to support organizations achieve their goals, such as:
- Effectively strategize new investments
- Expand the distribution network
- Analyze the perception of any brand, products & service in the eyes of customers
- Compare & benchmark against competitors
- Enhance Site Selection for opening and closing stores