CHAT OOH – RO

AI Agent for the analysis of the OOH audience data available in SAO

What CHAT OOH – RO is

CHAT OOH – RO is the first AI Agent in Romania dedicated to the analysis of the OOH audience data available in the OOH Audience Study — SAO. The application is developed by Cuende Infometrics, BRAT's supplier for the solutions used to calculate, analyse and exploit the OOH audience data within SAO.

Through CHAT OOH – RO, users can query the SAO results using questions formulated in natural language and can quickly obtain answers, tables, panel selections, audience and media performance analyses, geographic results and results based on proximity to points of interest, map visualisations and data exports.

The application interprets the requests made by users, accesses the SAO data through a secure interface and returns relevant results based on the information available in the study and in the inventory database of the panels included in SAO. CHAT OOH – RO thus offers SAO beneficiaries a faster and more intuitive way of working with OOH audience data, bringing media research closer to the natural way in which users search for and use information.

Examples of requests that can be addressed to the application:

  • top panels by audience in a given city;
  • comparisons between formats, companies, cities or support types;
  • panels available in the proximity of points of interest;
  • audience indicators for a given panel or for a selection of panels;
  • evaluation of impacts and GRPs for selections of panels;
  • visualisation of panels on the map;
  • export of results in tabular format.

The application is built to reduce the complexity of accessing the data and to provide users with a simpler analysis interface, without replacing the methodology, the rules and the standardised indicators of the OOH Audience Study.

Who it is for

CHAT OOH – RO is addressed to the companies that are beneficiaries of the OOH Audience Study and that work with SAO data in analysis, planning, evaluation or OOH media space trading activities.

The application can be used by:

  • OOH companies wishing to analyse the performance of their own inventory or of the market;
  • media agencies using SAO data in the planning and evaluation of OOH campaigns;
  • advertisers wishing to better understand the performance of their OOH campaigns;
  • users who need quick access to information on panels, audience, formats, locations and performance indicators.

Access to the application is granted on the basis of an individual account, to the users designated by the SAO beneficiary companies, and is subject to terms and conditions.

What data the application uses

CHAT OOH – RO uses the data available in the OOH Audience Study, the reference study of the Romanian media and advertising industry for measuring the audience of outdoor advertising panels.

SAO measures the audience of static and dynamic panels, including digital ones, the profile of the audience and the indicators required for planning, evaluating and optimising OOH campaigns.

The data used in the application includes:

  • information on the panels included in SAO: company, city, format, support type, illumination, location;
  • audience and media performance indicators, evaluated at panel level: audience (thousands of people), number of impacts and GRP;
  • points of interest, geographic and proximity information;
  • data required for making selections, rankings and campaign analyses.

What functionalities are available

At the current stage, CHAT OOH – RO allows several types of queries and analyses to be carried out.

  • OOH inventory analysis

Users can analyse the structure of the panels available in SAO by city, company, format, support type, static or digital panels, illuminated or non-illuminated panels.

  • Panel audience analysis

The application makes it possible to evaluate the performance of panels on the basis of the available audience indicators, and to create rankings, comparisons and selections of panels.

  • Geographic and proximity analyses

CHAT OOH – RO includes an interactive map module, which makes it possible to visualise the location of panels, to analyse the geographic distribution of a selection, to identify the panels located near points of interest and to evaluate the geographic coverage of a campaign.

  • Analysis of panel selections

Users can request the analysis of a selection of panels and can obtain cumulated indicators, such as impacts and GRPs, according to the data available in the application.

  • Data export

The results generated can be exported for subsequent use in analyses, presentations or working documents.

Available indicators

The application provides access to and analysis of the main audience indicators measured within SAO:

  • Audience / Reach — the number of people who have the opportunity to see a panel in an average week;
  • Impacts / contacts — the total number of contacts generated by a panel or by a selection of panels over the period of time analysed;
  • GRP — the total number of contacts expressed as a percentage of the universe analysed;

These indicators can be used in relation to any individual panel or any selection of panels made according to a series of characteristics available in the application: company, city, format, support type, illumination, location and other characteristics of the panels.

The indicators are used to evaluate the performance of panels and to analyse selections of OOH supports, according to the data and functionalities available in the application.

Future developments

At the current stage, CHAT OOH – RO allows panel-level analyses, queries of the OOH inventory, rankings, panel selections, geographic analyses, proximity analyses and the calculation of cumulated indicators for selections of panels.

Future developments of the application aim to extend its functionalities towards target group analyses, the integration of audience profiles and the calculation of deduplicated audience for panel selections and campaigns, turning CHAT OOH – RO into an advanced tool for AI-assisted media planning and optimisation.

Access and use

Access to CHAT OOH – RO is available to all SAO beneficiary companies, on the basis of an individual account created for the users of each company.

The username and password are individual and non-transferable. The use of the application and of the results it generates is subject to the same contractual conditions and restrictions that apply to the use of SAO data.

Access to the application may also be offered to other companies, under the conditions to be established by BRAT in accordance with its internal rules and procedures.

Presentation materials

For a summary presentation of the CHAT OOH – RO application and of how it can be used in the analysis of SAO data, the materials made available by Cuende Infometrics can be consulted: 

CHAT OOH - RO presentation flyer:
https://drive.google.com/file/d/11Blb0RErkw8fklrt9oQCpeh_TlTjL7fc/view?usp=sharing 

CHAT OOH - RO presentation video:

https://drive.google.com/file/d/1tj8bRPsrlXphnLQusjgM0-vgWzMlp6LC/view?usp=sharing