When discussing out of home, we often hear about the difficulties of targeting. “I can serve my ad only to people who have dogs on Facebook, how can we possible target this accurately in digital out-of-home?” But is online data really that accurate?
According to Facebook, I am a huge Kardashians fan – including the whole Jenner crew. Well, I can tell you with certainty, I am absolutely not. Do I occasionally look them up to have a giggle? Sure. Would I ever show real interest in their lives or buy one of their products? No.
This isn’t the only issue I’ve encountered with online data, and I’m sure you each have your own stories to share. So, this begs the question: why do brands seem to trust this data so much, but have so little trust in OOH data?