Billboard Tracking and Mobile Data

Traditional methods for measuring out-of-home advertising rely on manual surveys. Media buyers now track billboard performance with anonymised mobile phone data. Cellular masts and mobile apps show how many people pass specific screens.

Privacy is a priority for this tracking process. Data providers remove all personal identities from the records. Advertisers view group movements rather than individual trips. This anonymised system complies with British data laws under the Data Protection Act 2018.

Advertisers gain clear benefits from this tracking method. The system calculates the cost per thousand views. Budgets go toward locations with high footfall. Brands see the true reach of their ad displays. Mobile tracking data gives advertisers accurate proof of who sees their billboards. It removes guesswork.

Frequently Asked Questions

Can small businesses afford this data? Many media agencies include these footfall statistics within the standard cost of renting the billboard space.

How does the data protect identity? Data providers strip away all names, phone numbers, and personal details. The system only counts the total number of phones in a location.

Does this tracking use GPS or cellular networks? The system uses a mixture of cellular masts and mobile app location services to count crowds.