OOH targeting works differently from digital: instead of targeting individuals, you target places where your audience over-indexes. Done well, it delivers real precision.

Every unit has an audience profile built from anonymized movement and demographic data. When you select a target segment, units are scored by how strongly that audience over-indexes at that location versus the general population. You buy the units your audience actually passes.

Three kinds: demographic segments (age, income, gender), behavioral and interest segments sourced from data marketplaces including TransUnion and LiveRamp, and visitation-based segments built from people who visit specific place categories. Segments are browsable in the platform and added to a campaign like any other targeting criterion.

Yes. First-party customer files can be onboarded (through partners such as LiveRamp) to score inventory against your actual customers or lookalikes, which is typically the strongest targeting available. ZIP or location lists (store service areas, ABM target locations) can also drive plans directly; see the ZIP targeting article.

The logic translates: define audience, buy where they are, measure who responded. The difference is the unit of buying (places over time, not impressions per person) and the absence of individual-level frequency capping. What you gain is unskippable, fraud-free, full-attention exposure.

Yes. Audience analysis is part of the standard measurement suite, so post-campaign reporting can break down the composition of the audience you actually reached. That lets you verify the campaign hit the intended segment rather than just counting raw impressions, and it informs how you weight segments on the next flight.