Big data: A primer for media buyers

Undoubtedly you’ve heard people throw around the term big data.

It’s the latest buzz phrase in media.

But unlike so many hot trends that fall by the wayside after a few months, this one has the potential to transform the way media is planned, bought and sold by offering unprecedented insight into consumer behavior.

That potential for transformation includes out of home.

“It allows us to be smarter about who we advertise to and when we advertise, as opposed to advertising to the masses,” says Ian Dallimore, innovation and digital strategist at Lamar Advertising.http://www.medialifemagazine.com/big-data-a-primer-for-media-buyers/