Proof Of People by @Inrix
Gail Chiasson, North American Editor
While I wrote recently about INRIX and what seems to be a great new platform in population movement analytics, I had the opportunity to meet personally with Kevin Foreman, INRIX’s general manager, GeoAnalytics, while attending the recent OAAA/TAB Conference and Expo in San Diego.
Foreman expanded on what we already knew and said that, whereas the trend has been in measure in kilometers or miles, “Now we measure more in minutes. We are able to tell, for example, how long it will take you to get to the airport or your office, and that includes taking into account accidents and construction detours. We offer the gold standard in platforms.”
“We work closely with the Department of Transport, and 9 million people are using the INRIX travel app daily,” said Foreman.
He said that digital out-of-home operators are looking for relevant information so that they have a better idea of what time to play certain ad copy to reach targets, and that the major DOOH operators are all interested in what they can get from the new platform.
“Rather than companies offering Proof of Posting, it’s now Proof of People,” he said. “For the first time ever, this allows ‘make goods’ in the DOOH sector, like what has been available in other media.
“INRIX can measure both by volume and trips. We can tell the number of cars passing by time of day, which can help planning and buying. And we can see where they are going, when and why.”
Foreman has lots of proof. In fact, one of the major QSR’s (Yes, I know which one and saw the detailed case history) wanted to analyze its market share in the Portland DMA using anonymous GPS tracking of vehicles and mobile phones from INRIX.
A total 1,349 parking lots of 20 brands within the Portland DMA (excluded mall-based stores without parking lots) were geo-fenced and the GPS signals of over 500,000 trips to/from the parking lots were anonymously tracked over two quarters in 2014.
The QSR was able to not only determine market share on specific days and times of the week, but then was able to see its specific market share; when, where and to whom it was losing market share; when it was ahead of competitors; what specific type of outlets need special attention; and more. Then, of course, it could use the information to detail new marketing strategies.
INRIX follows 185 million real-time vehicles and devices and is currently serving over 350 licensees worldwide.
“It’s a breakthrough in connected car services and transportation analytics,” said Foreman. “Some companies wouldn’t play in the out-of-home sector before. Now, using INRIX data, the industry could have a million new advertisers.”
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