A media agency managing numerous billboards across South Africa regularly receives client requests for detailed information on traffic patterns and audience profiles around these advertising locations. To meet this need, the agency partnered with Tracker for data-driven insights on vehicle traffic and driver demographics at specific billboard sites.
Tracker’s Contribution
With Tracker’s assistance, the media agency gained valuable insights, including:
- Traffic Volume: The number of vehicles passing each billboard location.
- Commuter Frequency: Insights into how often specific vehicles pass each location, distinguishing frequent commuters from occasional passers-by.
- Time-Based Traffic Data: Information on the times vehicles pass these locations, enabling a clear view of peak and off-peak traffic periods.
- Audience Profile: Generalised profiles of the drivers, including demographics and the suburbs where they reside, without revealing any identifiable data.
- Trends Over Time: Analysis of any shifts in traffic patterns, highlighting changes in vehicle volume and commuter frequency over different periods.
Agency Benefits and Outcomes
Armed with these insights, the agency achieved the following:
- Enhanced Reporting: The ability to generate in-depth reports for clients on traffic patterns around existing billboard locations, adding value to client relationships.
- Optimised Pricing: By understanding peak traffic times and commuter frequency, the agency could better price billboard space, particularly on digital displays, where peak time insights are critical.
The media agency now receives monthly reports from Tracker, ensuring their clients have access to up-to-date information, ultimately leading to a more enhanced and data-driven customer experience.
