Wednesday, 23 Apr 2025 —
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by superadmin
In the increasingly competitive world of Out-of-Home (OOH) advertising, choosing a location is no longer just about "busy or not busy." Today, a new approach called Behavioral Zoning is being adopted by OOH industry players to optimize ad campaign effectiveness by mapping urban behavior more accurately and dynamically.
What Is Behavioral Zoning?
Behavioral Zoning is a method of mapping billboard locations based on the activities, habits, and mobility patterns of people in a specific area. This approach goes beyond basic demographic analysis (age, gender, occupation) and focuses more on “how people move, behave, and interact in public spaces.”
Why Is Behavioral Zoning Relevant for OOH Advertising?
Human behavior significantly affects the effectiveness of outdoor ads. For example:
- People in fast-moving vehicles tend to absorb only short, bold messages.
- Pedestrians in food districts may respond more to F&B promotions.
- Areas near campuses that are active in the afternoon may be ideal for youth lifestyle products.
Behavioral Zoning helps advertisers place their messages in locations that align with the context of the audience’s behavior, increasing the chance that ads will be seen, remembered, and acted upon.
What Kind of Data Is Used?
Behavioral zoning combines several types of data, including:
-
Mobility Data – From GPS, Google Maps, Waze, or telecom providers showing daily movement patterns.
- Time-Based Activity Data – Knowing when zones are busiest (e.g., rush hours, weekend nights).
- Social Location Data – Such as social media check-ins, Google reviews, and restaurant ratings.
- City Sensors & CCTV – In smart cities, public sensors and CCTVs help analyze crowd density and traffic flow.
- Local Government Data – For instance, data from transport departments, urban planning agencies, or local businesses.
Examples of Application in Major Indonesian Cities
1. Jakarta – Commuter Zones
Sudirman, Thamrin, and Rasuna Said are packed with commuters during peak hours. Billboards here are suitable for:
- Corporate ads (banks, insurance, fintech)
- Premium products (automotive, gadgets)
2. Yogyakarta – Pedestrian & Tourist Zones
Malioboro, Kotabaru, and university areas are filled with students and tourists. Great for:
- F&B, apparel, local fashion
- Brand experience campaigns (QR codes, augmented reality)
3. Bandung – Lifestyle & Shopping Zones
Dago, Cihampelas, and Lembang see high weekend traffic. Ideal for:
- Seasonal promos
- Events & concerts
- Visually aesthetic ads
Benefits of Behavioral Zoning for Brands and Agencies
- More Precise Targeting: Not just "by location," but "by intention." You reach people who are truly relevant to your brand.
- Media Budget Efficiency: Avoid waste by placing ads only in the most promising spots.
- Better Campaign Measurement: Supports trackable campaigns via foot traffic, offline-to-online conversion, and brand recall.
Implementation Challenges
- Data Availability: Not all Indonesian cities have complete mobility datasets.
- Privacy and Ethics: Behavioral data usage must comply with data protection regulations.
- Multi-Stakeholder Collaboration: Requires cooperation between OOH media owners, city governments, and data providers.
Conclusion
Behavioral Zoning isn’t just a trend—it’s a logical evolution of location-based ad planning. By deeply understanding how people behave in the city, brands can turn ordinary billboards into contextual, relevant, and impactful visual experiences. For OOH players in Indonesia, it’s time to start thinking not just about "where people are", but "what they’re doing and what they need while they’re there."
