2024 in Review

At Skyrise, the events that took place throughout 2024 translated to advertisers looking to inform and engage customers, and deliver more effective experiences to capture audience attention.

We saw brands that prioritised effective audience design win big — a 2 x average increase in reach in OOH. 

In 2024, reaching an audience more effectively became fundamental to media planning.

Skyrise has a long history of being first to market - designed to help our clients meet every moment and expectation, and 2024 was no different.

We introduced innovations to empower agencies and advertisers to reach, test and optimise advertising experiences across channels and territories. 

Here are a few highlights from the year that we hope will deliver even greater value to you in 2025:

Audience Design 2.0

With the new enhanced Audience Design module, agency teams can create and understand more about an audience than ever before. 

In 2024, we pre-qualified inputs across apps and websites to consistently drive outputs for more robust activation. Using a seamless user interface there is less data fallback and less need for ongoing support. 

To enhance the audience build functionality already available (location, residential, and brand affinity), we introduced frictionless audience agility that increased audience build speed.

These experiences don’t disrupt effectiveness and remain fully accessible via the viewer. They help brands understand more about where audiences go when they are out of home.   

First Party Data Enhancements

Earning industry recognition is never easy. It requires innovation, evidence of effectiveness, and a compelling narrative. 

In 2024 our clients experienced the impact of our award-winning approach firsthand. First party data analysis proved our effectiveness methodology on a number of campaigns, which resulted in a number of industry accolades.  

New International Markets 

Our data expansion opened up new opportunities to reach customers in new territories. 2024 marked the year Skyrise officially went global. With entry into new markets in North America, APAC and the Middle East, as well as an expansion of its network in Europe. 

You can now build richer audiences on a global scale. This empowers you to scale personalisation, improve segmentation and future-proof customer understanding in the age of deprecation.

Reimagining how to plan and buy DOOH

More than any other channel, our advances in programmatic DOOH really came of age in 2024. It is not an exaggeration to say that we are challenging the way programmatic DOOH operates.

The updates supercharged campaigns with a focus on On Target Audience, and a 75% boost in audience reach. Furthermore, we upgraded our reporting and optimisation tools to provide deeper insights into campaign performance, empowering you to make data-driven adjustments and maximise investment. 

For too long the channel was built on fragile data, burdened by old technology and measured against outdated metrics (if measured at all). 

By putting the audience first we have changed that. In 2024 we developed a highly flexible approach to DOOH buying the screens we want at the times we want to get the most from a brand's investment. And we have a number of levers to pull.

The platform analyses all the screens in a country, and how many of them an ad should appear across, and how often to maximise success. That might be all of them a little, or a few of them a lot. No two campaigns are the same, why should your screen share be? 

Through Play Rate analysis you can determine if a 1 in 6 rotation, a 1 in 12, or 1 in 60 will deliver desired reach. When analysing movement patterns that are slow moving (e.g., a d6 on a train platform)  a smaller play rate will help you increase reach and manage what would normally be a very high frequency. The same is true in reverse, where a fast-moving roadside audience can increase reach through a high play rate without worrying about frequency. Using Skyrise data to buy your media programmatically dramatically increases your reach against a target audience, given the same budget.

What to expect in 2025

The momentum continues into 2025. Here's what you can expect:

• New data partnerships to fuel European audience design and DOOH planning
• More flexible ways of working including Data as a Service (DaaS) and Curation
• Campaign effectiveness improvements such as first-part data measurement and on target audience (OTA) optimisation
• Increased use of AI and emerging technology

Transforming how media is planned and bought after decades of little change is no mean feat. It requires new thinking, the highest quality data and a platform built to measure.

The Skyrise team is laser-focused on driving the effectiveness of your campaigns higher in 2025 and beyond.