Blutrack for OOH media

In OOH media, location is one of the main value drivers. However, to turn an outdoor advertising point into a stronger commercial opportunity, companies need data that demonstrates the potential flow of people and vehicles circulating in front of that location.

In this case, an outdoor media company in Greater Florianópolis started using Blutrack to measure urban flow in front of different outdoor advertising locations. The solution generates reports and dashboards that support the sales team when presenting media assets to advertisers, offering a more concrete view of each location’s potential exposure.

The challenge was to move from a perception based only on location, visibility and market experience to a data-supported approach. The company needed to demonstrate circulation volume in front of each location to advertisers and also evaluate whether new regions had potential for OOH media structures before investing.

• Measure real flow in front of different outdoor advertising locations.
• Differentiate flow by circulation profile and vehicle type.
• Generate clear reports for commercial use.
• Support sales arguments with objective data.
• Temporarily evaluate new locations before installation.
• Reduce decisions based only on perception or manual estimates.

Blucom applied Blutrack to capture and organize flow data at OOH media locations. Using cameras positioned to analyze movement in front of outdoor advertising points, the solution applies computer vision to identify and count, in aggregated form, different circulation classes.

The data is consolidated into dashboards and reports that make it possible to analyze flow behavior by location, period and category. This allows the company to present advertisers with a more objective view of each location’s potential exposure.

Reports generated by Blutrack directly support the company’s sales team. When speaking with advertisers, the team no longer relies only on photos, location and perception. It can use data about potential flow in front of the outdoor advertising location.

This information helps demonstrate a location’s reach, compare regions, justify commercial opportunities and provide a more transparent view to brands interested in OOH advertising.

In addition to supporting existing locations, Blutrack is also used as a tool to evaluate new regions. Blucom can temporarily position a camera in areas of interest to measure people and vehicle flow before the company makes a purchasing, leasing or installation decision.

This use helps turn new site selection into a more data-driven decision, considering the economic potential of the region and its future attractiveness to advertisers.

The application adds an analytics layer to outdoor media, bringing the operation closer to a more measurable, comparable and data-driven model.

• Stronger commercial proposals, with flow data to reinforce value perception for advertisers.
• Better understanding of each location’s potential and the flow profiles passing in front of outdoor points.
• Support for pricing, commercial positioning and comparison between analyzed regions.
• Safer decisions for new locations before purchasing, leasing or installing a new structure.
• Recurring and comparable reports to track periods, locations and historical analysis.
• Intelligence applied to OOH, with anonymized and aggregated data about urban circulation.

In this context, Blutrack is applied to generate aggregated flow counts and indicators. The solution does not rely on personal identification, facial recognition or license plate reading to deliver value. The focus is on statistical measurement of circulation in front of media locations, following a safer and more appropriate approach for urban environments.