4th June 2025

Unlocking Precision and Performance in Digital Out-of-Home with Skyrise’s ‘On-Target-Audience’ Metric

In the evolving landscape of Digital Out-of-Home (DOOH) advertising, brands are demanding more from their campaigns: more precision, more insight, and more measurable performance. Skyrise’s proprietary On-Target-Audience (OTA) metric is changing the game—bringing the granularity and accountability of digital planning into the real world of public screens and street-level storytelling.

Why OTA Matters: The Next Leap for DOOH

For too long, DOOH has relied on broad assumptions about footfall and demographic profiles. While this provided directional guidance, it lacked the precision needed to fully realise the value of programmatic trading.

Skyrise’s OTA metric empowers advertisers to evaluate each screen and time slot through the lens of their perfect target audience. This not only unlocks the full value of buying DOOH programmatically, but also transforms how campaigns are planned, executed, and measured.

Imagine valuing every screen-hour opportunity not by a guess, but by the actual presence of the people you care about. OTA turns this into a reality.

From Broad Strokes to Laser Focused Planning

Skyrise’s OOH planner, powered by its where+when platform, brings an unprecedented level of insight to campaign planning:

  • Custom-built audiences are created using transparent, high-integrity behavioural signals. These aren't generic segments; they are precise reflections of your real-world target, based on what people actually do.
  • Market overlays such as competitor share, retail proximity, or CRM insights are factored in to refine where and when to activate your message.
  • Movement data is cross-referenced against European DOOH inventory to map each screen-hour against your audience’s presence—revealing the exact moments and places where your media spend makes the most impact.

This isn’t just smarter planning—it’s next-generation accountability.

A Real-World Example: Arthouse Cinema Fans in France

Let’s take a niche, high-value audience: French arthouse cinema lovers. Using OTA, Skyrise defines this group through behavioural signals such as:

  • Engagement with Mubi, a popular streaming platform for independent films.
  • Ticket purchases at MK1, France’s leading independent cinema network.

Traditional OOH planning for this group yields an OTA of just 2.7%—meaning only 2.7% of people exposed to the ad actually fit the target profile. But with Skyrise’s OTA planning engine, this jumps to 15%.

That increase means a €100,000 media plan doesn’t just scatter impressions—it focuses them - reducing wastage and reaching nearly six times more actual arthouse cinema fans.

Proven, Award-Winning Results

OTA isn’t just an idea—it’s a proven cornerstone of Skyrise’s DOOH approach. In 2025, this approach earned us top honours at the JCDecaux Programmatic OOH Awards, winning:

  • Best of Data
  • Best Use of Performance Measurement
  • Best Campaign

These accolades recognise OTA’s unique ability to fuse behavioural intelligence, market context, and real-world media into a planning and reporting framework that is transparent, accountable, and extraordinarily effective.

The Future of DOOH Starts Here

With OTA at its core, Skyrise is redefining what’s possible in DOOH. We give advertisers the tools to make smarter decisions, connect with the right people, and finally bring digital accountability to the physical world.

Programmatic DOOH is no longer about playing the averages. With OTA, it’s about precision, performance, and proof.