Foto: www.stroeer.de
State-of-the-Art Campaign Delivery in the DOOH Sector
STRÖER > is Germany’s leading out-of-home (OOH) advertising provider, shaping the national media landscape with approximately 300.000 analog and digital advertising spaces. Out-of-home advertising is present wherever people are – at train stations, on the streets, or while shopping – and that’s exactly where STRÖER operates. The company offers a wide range of OOH media, from traditional formats like advertising columns, billboards, and city light posters to digital media carriers featuring dynamic video content.
STRÖER sets industry benchmarks in the Digital Out-of-Home (DOOH) space. Through its Public Video Network, the company operates over 7.000 digital premium screens at high-traffic locations such as train stations, shopping centers, and transportation hubs in major German cities. Additionally, STRÖER manages more than 48.000 ambient screens in fitness studios, restaurants, grocery stores and other dynamic touchpoints. This makes STRÖER one of the leading providers of digital outdoor advertising in public spaces. These digital screens also serve as a modern communication channel between municipalities and citizens – for example, during major events or in times of crisis.
Mobile network-based mobility data unlocks new opportunities for targeted advertising.
Reach Meets Precision
“What if you could engage hundreds of distinct target groups in public spaces through DOOH screens? And what if reach and precision weren’t a contradiction but a perfect symbiosis?”
These were the questions raised by Sebastian Kröning, Director Tech Innovation Programmatic PV at STRÖER Media Solutions, at d3con Advertisers Day in Hamburg in March.
Traditionally, GPS data from mobile apps has been used to estimate audience concentration in OOH advertising. However, since stricter data privacy regulations were introduced in 2022 regarding location tracking on mobile devices, collecting accurate GPS data has become increasingly difficult. Users must actively and repeatedly give consent for location access, significantly reducing available data.
“Figures show that since this change, over 80% of iOS users have declined to share their location,” says Sebastian Kröning. “That has led to a massive erosion in the tracking landscape.” Moreover, users can now choose between precise or approximate location sharing. As a result, GPS-based targeting today typically reaches only an average accuracy of 1.1 kilometers, far from ideal for precise campaign delivery.
A New Approach: Mobile Network Data Instead of GPS
In response to this development, STRÖER has initiated a paradigm shift: Instead of relying on GPS, the company now leverages mobile network data – in close partnership with us. As STRÖER’s analytics partner, we provide the technological foundation to evaluate mobility and location data on a large scale, with statistical precision and full compliance with data protection regulations.
Unlike GPS tracking, mobile network data is based on anonymized signals from the mobile network and does not require user consent. These signals offer not only broader reach, but also a more realistic and comprehensive picture of real-world movement patterns in public spaces.
„Thanks to Invenium’s big data technology, STRÖER has achieved high precision in delivering audience-specific campaigns. We can now target hundreds of audience segments in public spaces – effectively, compliantly and with maximum relevance.“
Sebastian Kröning, VP Product Management Tech & Data at STRÖER
Highly Targeted Audience Models
Our analysis is based on aggregated and anonymized movement data from the Telefónica O2 mobile network. These data points are generated whenever a mobile device connects with a cell tower during calls, browsing or simply by being powered on. Using advanced algorithms and machine learning models, we analyze these signals to create spatial and temporal movement patterns.
Data privacy is paramount: All data is pseudonymized prior to analysis and cannot be traced back to individual users. At the same time, the high data volume ensures robust, statistically meaningful results with an accuracy of up to 100×100 meters in urban areas.
Full Video: https://www.youtube.com/watch?v=8y3L5dFqO-s
As part of our collaboration with STRÖER, mobility data is leveraged to develop granular audience models, such as those used by STRÖER’s subsidiary, OS Data Solutions. These models enable STRÖER to programmatically and dynamically serve relevant content on its DOOH screens with the goal of delivering the right message, at the right time, in the right place. One such campaign delivery in Munich was showcased by Sebastian Kröning as an example.
The combination of DOOH’s wide reach and precise audience targeting through mobile data unlocks a new level of effectiveness in out-of-home advertising. For us at Invenium, this partnership with STRÖER is a strong example of how modern data analytics not only sets new technological standards but also generates concrete, measurable value for advertisers, while always maintaining strict adherence to data privacy principles.
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