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How Reliable Are Traffic and Footfall Data in OOH Planning?
Evaluating telco data, GPS SDKs, and municipal traffic sensors for accuracy, seasonal bias, and spatial validation.
RG
ReklamGidiyor Editorial Team
1 min read
1. Evaluating the Precision of Physical Traffic Data
Media plans frequently tout massive daily traffic counts. However, understanding data collection mechanisms and inherent sampling biases is critical for accurate media buying.
2. Data Sources and Potential Pitfalls
- Mobile SDK & Telco Data: Broad coverage but vulnerable to GPS signal decay indoors or battery-saver throttles.
- Municipal Induction Loops: Precise vehicle counts but incapable of measuring vehicle occupancy or visual attention.
- Seasonality and Roadworks: Temporary detours and holiday shifts can heavily distort baseline traffic assumptions.
Frequently Asked Questions (FAQ)
How Reliable Are Traffic and Footfall Data in OOH Planning? Key Takeaways & FAQ
Evaluating telco data, GPS SDKs, and municipal traffic sensors for accuracy, seasonal bias, and spatial validation.
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