Architecting a Data-Driven OOH Platform: Lessons from a European Success Story — A Deviant Case Study

Introduction

Out-of-Home (OOH) advertising, with its dynamic visuals and widespread reach, holds tremendous potential for brands. Yet, the full power of OOH still needs to be tapped due to limitations in targeting, measurement, and scalability.

We recognized the opportunity to transform OOH advertising with a data-driven, two-sided marketplace. Our collaboration with an innovative startup focused on connecting brands with a network of drivers to create a flexible and effective advertising solution. Our platform aimed to:

• Empower Targeting: Helping brands reach the right audiences at the right locations and times.
• Data-Driven Insights: Providing real-time analytics to optimize brand and driver campaign performance.
• Built to Scale: Ensuring the platform could handle the growth of this dynamic two-sided marketplace.

The Challenge

Our collaboration with the startup presented unique challenges in bringing a data-driven approach to a dynamic OOH model. Key areas we had to address included:

• Campaign Placement: The platform needed to enable companies to precisely define target locations and match campaign criteria with available drivers operating within those areas.
• Data Integrity: Ensuring accurate, real-time campaign delivery information was crucial for advertisers and drivers.
• Scalability: The solution needed the flexibility to grow alongside increasing advertising campaigns and an expanding network of drivers.
• User-Centric Design: Streamlining the user experience was vital. We focused on intuitive interfaces and simple workflows for companies creating and managing campaigns, as well as for drivers signing up and participating.

Deviant's Solution

We employed a strategic combination of technologies and a user-centric design approach to address these challenges and drive the platform's success. A microservices architecture formed the foundation, allowing us to independently develop and scale different components.

User-Centric Design

Intuitive dashboards were developed for both businesses and drivers. Companies could seamlessly define their target locations, upload creative assets, and access a robust analytics suite. Key technical aspects included:

• Real-Time Geospatial Data: Our solution integrated real-time driver location data and campaign criteria to ensure accurate visualizations and targeting. Technologies like Firebase and Firestore enabled seamless data synchronization.
• Comprehensive Analytics: The platform provided businesses with location-based insights, campaign performance metrics (impressions, engagement, etc.), and audience interaction data. MongoDB's flexibility allowed us to structure and query this complex data effectively.
• Scalable Communication: WebSockets ensured real-time updates and communication between dashboards, drivers, and the backend, enhancing the platform's responsiveness.

The Results

• Built for Scale: A microservices architecture and strategic cloud deployment (GCP, Firebase) provided a robust foundation for handling fluctuations in demand. This ensured a seamless user experience even during peak usage periods.
• Data-Driven Optimization: Robust analytics tools have empowered companies to analyze campaign performance, identify high-impact zones, and refine their targeting. This transformed OOH advertising into a data-informed process for maximizing ROI.
• User-Centric Design: We prioritized intuitive interfaces and streamlined workflows throughout the platform to deliver a frictionless experience for businesses and drivers. This focus on user experience ensured efficient operations and maximized the platform's value for all stakeholders.

Why Deviant?

• Scalability Mindset: Our architectural approach and strategic cloud integration demonstrate our expertise in building solutions designed to grow alongside market demand.
• Data-Driven DNA: This project showcased our ability to transform complex real-time data into actionable insights, empowering businesses to make data-informed OOH decisions
• Collaborative Approach: We prioritize a partnership approach, working closely with our stakeholders to marry technical excellence with a deep understanding of business needs.

Call to Action

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