Learn more about Adsquare audience targeting

To better understand Adsquare targeting and Displayce's unique modeling

What is Adsquare?

Adsquare is a technology company specializing in the analysis and exploitation of mobile data for advertising targeting and Drive to Store measurement.

Among others, they provide audience targeting, such as Demographics or Interests data, by cross-referencing mobile IDs and audience data, to analyze which audience is near which location at what time.

What methodology is used behind Adsquare data?

A brief overview of the methodology is:

1. Processing of spatial data to target OOH assets (latitude/longitude),
2. Collection of mobile data within a 60m radius of all OOH assets,
3. Cross-reference collected mobile data with audience data,
4. An index value is calculated by taking into account: the users belonging to the target group seen at that location, all users seen at that location, all the users belonging to the target group and all users.

The index gives Adsquare a score that can vary from 0 to N.

Unique Displayce modeling

At Displayce, we re-worked Adsquare modeling to to create a more tailor-made DOOH measure.

Using Adsquare Index, we ranked the frames that have the best level of impressions on target and we select the best screens / hours depending on the options chosen:

• A recommended set-up which is a good balance between the reach and the audience targeted,
• Boost audience concentration: we will reduce the number of screens only to the top locations with the best audience concentration,
• Boost reach: we will increase the number of screens to include more locations with your target audience.

Added value of the Displayce modeling

Thanks to Displayce modeling, the audience concentration is re-calculated at each modification of your targeting, offering you the best screens of your audience.

For instance, if you are looking for young people, with secondary education, with an interest in arts the best screens in all the UK, meaning the onces with the best audience concentration, will be different from the best screens in London only, since we recalculate every time which screens avec the best concentration on which hours.