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Introduction

Listening can now take place in many forms – from what people say in social channels, which device they chose to use, even how they navigate through a physical space and interact with digital billboards.

Highlights

  • Listening can help a company learn about both its own audience and the audiences of its competitors.
  • Listening is increasingly moving from the digital-only world into the physical space around us. Digital out-of-home (DooH) advertising vendors, such as AdStruc, are pioneering the means to “listen” to how people respond to billboard campaigns.
  • Listening is most effective when it is part of a structured decision-making and action-oriented process.

Features and Benefits

  • Assess the benefits of listening platforms for your business.
  • Identify where listening platforms can improve the performance of your company's digital advertising and content.

Key questions answered

  • What are the main points of differentiation between listening platforms?
  • What type of signals can listening platforms capture and process?
  • How should you use data captured by listening platforms?

Table of contents

Ovum view

  • Summary
  • Listening brings you closer to your audience
  • Listening can connect the online and offline worlds
  • Integrate listening into your decision-making processes

Appendix

  • Further reading
  • Author

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