The idea of using Big Data to create insight has been run by Telkomsel since 2009. With the enormous amount of data collected, we aggregate it and create the insight with a certain parameter in it. In terms of OOH Media case, we utilized the cell tower to help define each location site, point of visibility, and also the starting point where people move towards the OOH Media and then pull out the audience profile. We knew the concept of using data to track people movement and profile is not something new. But the execution of using mobile data to measure OOH Media is different. Previously, measuring OOH Media can be done through location tracking services, manual headcount, and survey. With mobile data, we can get a steady stream of precise information, from movement to audience profiling. We also are the first company in the country to give OOH media traffic & awareness measurement using mobile Telco data. We cling to our 3A’s concept of Aggregated, Anonymous, and Audience. Since OOH media is supposed to grab a mass of audience, as a Telco company, we help businesses with our insight to measure their advertising channel to maximize their spending efficiency.

To collect the data, we gather it from each mobile device that was detected around OOH media sites. After the data collected in our system, we will try to pull an analysis to get no only the audience profile, but also the surrounding area which will give more insight in term of the audience pattern and movement.

The data interpretation started with finding the cell towers that located close to the site and serving area. Further, the position of the cell towers will be translated as the site and the surrounded area. Then we will target the people in the area as the potential reach. However, to know the accurate impressions, we will mark a certain point as their visibility point and marked people who are in the visibility point and the people who move from visibility point to the direction of OOH Media as the people who actually see the ad. To also deepen the data, we monitor the audience’s frequency that move past the point to OOH Media and selected them as the candidate for our survey panel to measure the awareness.

With the help of big data technology on using mobile data, Telkomsel MSight has created a better impact to OOH media traffic & awareness measurement, either for the audience or the brand partners. In term of the audience and potential customers, they will get a better experience by time because brand partners will be able to analyze the interest from the audiences. So the campaign from the OOH will have better targeted potential consumers.

In terms of business impact, BCA as the brand partner now has a better insight of their audience on who is the audience around the ads location. With this innovative solution and out-of-the-box insight, BCA will be able to create better strategy about their marketing campaign and how to maximize this specific channel (OOH). With the insight too, they could cut their cost on other ads with low awareness and low understanding the audience.