Out-of-home (OOH) managed service and ad tech company Billups has released a proprietary interactive OOH exposure map that tracks week-by-week comparisons of consumer movement and exposure in major U.S. markets including New York, Los Angeles, Chicago and San Francisco.

The map uses proprietary mobile data modeling to study audience and inventory exposure since pre-lockdown in March through April 30th measuring week-over-week mobile movement, with data being updated biweekly.

The colored dots on this map represent individual OOH units, offering users easy access to navigate and zoom in on areas to determine the percentage change in exposure by moving the time tab. 

From the map and data, Billups has determined a number of key insights. 

• Overall, many cities are on the rebound with driving and walking traffic on the mend, as people slowly begin to move out of their homes.

• As stay at home orders lift and warmer weather approaches, people are becoming more active.

• Driving and walking traffic has experienced strong increases, while mass transit continues its flatline.

• According to Billups Sciences and SafeGraph, after seeing traffic bottoming out in early April, by the beginning of May driving traffic had increased by 43% and walking by 25%.

Hyperlocal media, as well as street and high-profile out-of-home units, are generally on the road to recovery. These insights also come as major metropolitan cities, from New York to Seattle, open many miles of streets to pedestrians, and close them to vehicular traffic. In Manhattan, over 40 miles of streets will be closed over the next month, with the intention to close up to 100 miles of streets to promote social distancing and combat crowding. While these closures directly affect vehicular traffic, bike lanes and pedestrian traffic are experiencing significant spikes entering the summer, which can be seen on Billups’ exposure map. As folks navigate through wider walking spaces, OOH placements are prime hyperlocal real estate for advertisers during this moment of “pathway OOH.” 

More than ever before, brands have the responsibility to elevate trust and exposure with their audiences in more hyperlocal, impactful and accountable ways. 

“Billups is the first OOH specialist to aggregate OOH units in this way, using proprietary technology to provide key insights as consumers leave their homes more frequently,” said Shawn Spooner, Chief Scientist and Partner, Billups. “Never before has the industry seen this kind of transparency with OOH data, and we are thrilled to present this tool, alongside our insights, during the reopening process.”

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