adcities.com-How Smart Cities and Urban Mobility Data Are Powering Smarter Outdoor Advertising Decisions

1. How Smart Cities and Urban Mobility Data Are Powering Smarter Outdoor Advertising Decisions adcities.com/en/communication/how-smart-cities-and-urban-mobility-data-are-powering-smarter-outdoor- advertising-decisions June 26, 2025 Posted By: Alexender Rok Introduction: The Future of Outdoor Ads Is in Motion Outdoor advertising has long been a staple of brand visibility, but until recently, it was driven by assumptions—not data. Advertisers placed billboards and screens where they believed people would see them, hoping for the best. But today’s cities are smarter, and with them comes a new frontier: urban mobility data. This data, captured from millions of daily human movements across urban environments, is transforming how brands plan, target, and measure outdoor advertising. By the end of this blog, you’ll understand how to use this data to elevate your campaigns from guesswork to precision execution. What Is Urban Mobility Data? Urban mobility data refers to anonymized, aggregated information about how people move within a city. It’s collected from a range of sources, including: GPS signals from mobile devices Location data from rideshare apps and scooters 1/9

2. Smart public transit systems IoT-connected traffic lights and pedestrian counters Urban planning and open municipal datasets This data provides deep insights into pedestrian and vehicular movement patterns, dwell times, and location-specific congestion levels. For advertisers, it’s like unlocking a heatmap of attention across the city—knowing exactly where people are, how they move, and when they’re most engaged. Why Urban Mobility Data Is a Game-Changer for Outdoor Advertising Smart advertisers don’t just ask where should I place my ad? They ask who will see it, when, and what will they do after? Urban mobility data enables brands to: 1. Target the Right Audience: Rather than broadcasting your message to everyone, you can pinpoint where your audience gathers. For example, a high-end retail brand might target affluent districts with a strong footfall of shoppers aged 25–45. 2. Optimize Ad Placement by Time of Day: Mobility data reveals not just footfall volume but temporal patterns. You’ll know whether a location is better for morning commuters, lunchtime browsers, or evening foot traffic. 3. Reduce Ad Waste: By placing ads only where impact is provable, you reduce media spend on underperforming zones. 4. Enable Real-Time Dynamic Content: Tie ad displays to weather, traffic jams, or events. Mobility data allows for contextual, moment-based advertising. 5. Attribute Offline Behavior to Campaigns: Using location tracking, you can correlate ad impressions with footfall to your store or website—finally giving OOH advertising performance metrics comparable to digital. Use Case: How Urban Mobility Transformed a Brand’s Outdoor Strategy Let’s consider a fashion retailer launching a new flagship store in Barcelona. Instead of selecting a location based on traditional foot traffic estimates, they use urban mobility data to: Identify three high-density pedestrian corridors with the target demographic Analyze hourly trends and find peak dwell times between 6–8 PM Launch digital screens near metro exits showing exclusive opening-day offers Retarget mobile users who pass those screens with personalized ads on social media 2/9

3. The campaign leads to a 35% increase in store visits within the first two weeks and generates 20,000 new remarketing profiles. This level of targeting and attribution wouldn’t be possible without mobility data. How to Access and Use Urban Mobility Data Brands can tap into urban mobility insights in the following ways: 1. Smart OOH Advertising Platforms: Platforms like Adcities offer real-time urban traffic data tied to physical and digital ad inventory. These platforms not only analyze movement but recommend ad placements dynamically. 2. Data Aggregators and APIs: Services like Placer.ai, Carto, and SafeGraph offer dashboards and APIs for visualizing movement patterns by demographics, time, and location. 3. Municipal Open Data: Many smart cities publish open access to foot traffic and urban sensor data. These datasets can be valuable for basic planning without requiring a third- party subscription. 4. Integration with Digital Campaigns: Mobility data can be used to trigger geo-fenced ads, measure store uplift, or retarget OOH-exposed audiences with digital creatives. Best Practices for Brands Using Urban Mobility Data To maximize the value of mobility data, follow these principles: Always Combine with Context: Match mobility insights with weather, local events, and brand personas to shape your creative and placement strategy. Geo-Fence with Precision:Use movement corridors—not postal codes—to define targeting zones. Plan for Dayparting: Customize your messaging by time of day to align with audience behavior. Test, Track, Repeat: Run A/B campaigns across multiple zones and track footfall lift to refine your placements. Ensure Privacy Compliance: Use only aggregated, anonymized data from compliant sources to respect user privacy and local laws like GDPR. Industries That Benefit Most from Urban Mobility-Driven OOH While every sector can benefit from smarter ad placements, these industries see the highest ROI from mobility-powered campaigns: Retail & Fashion: Understand where shoppers dwell and target walkable areas with high purchase intent. Food & Beverage: Promote quick-service offers near metro stations or business parks during lunch hours. 3/9

4. Banking & Fintech: Identify affluent zones for credit card promotions or mortgage product campaigns. Healthcare: Run awareness campaigns near pharmacies or wellness centers, targeting morning and weekend traffic. Entertainment & Events: Promote concerts, streaming launches, or sports events with high visual frequency near transport hubs. Tools and Platforms to Explore For brands ready to get started, here are top platforms to consider: Tool Use Case Adcities Real-time OOH planning using urban mobility data in Spain and Europe Carto Spatial analysis and geospatial data mapping Placer.ai Movement analytics and retail benchmarking Unacast Footfall behavior and visit attribution SafeGraph POI-based visit data and neighborhood-level movement Each of these tools brings a layer of intelligence that connects your ads to real human behavior. Conclusion: The Power of Being Present Where It Matters Mobility is behavior. Understanding how people move—where they go, when, and why— gives brands the clarity to meet their audience where they already are. In the evolving world of OOH advertising, urban mobility data is the secret weapon that transforms presence into performance. If your brand wants to make smarter outdoor advertising decisions in markets like Spain, Europe, or the U.S., this data is no longer optional—it’s foundational. Those who ignore it will waste budget. Those who master it will own visibility, engagement, and ROI. FAQ Q: Is urban mobility data GDPR-compliant? Yes. Reputable platforms like Adcities and others use anonymized, aggregated data that respects user privacy under GDPR and other data protection laws. Q: How often is mobility data updated? Real-time platforms typically update data daily or even hourly, depending on the data source and technology integration. 4/9

5. Q: Can this data be used for digital ads as well? Absolutely. You can use geo-fencing and mobile retargeting to follow up with users exposed to your physical ads, bridging the gap between OOH and online. Q: Do I need a large budget to access mobility insights? Not necessarily. Many platforms offer scalable pricing based on your needs—whether you're running a local campaign or a national rollout. Q: Is this relevant only for large cities? While more common in urban centers, mobility data is increasingly available for tier-2 and tier-3 cities as well, especially in Europe and the U.S. Share post: 5/9

6. 6/9

7. 7/9

8. 8/9

9. 9/9