Intelligent, real-time, hyper-local screen-based OoH marketing

The start-up company Spark Compass UK is seeking to fill a business and innovation gap in the “Out-of-home” (OoH) media market by adding human and design “intelligence” to an exiting, patented “real-time” digital data management platform. Intelligence, means here that multiple forms of data are cross-linked and contextualised according to a sector- and user-specific behaviour and scenarios as well as space/place (hyper-locality). Spark Compass has the potential of disrupting existing practices/business models in a market in which the operation of digital displays vastly relies on either historical data, (e.g. past surveys/behaviours) or isolated pockets of real-time data. The innovation lies in the offering a targeted, dynamic and contextualized content delivery which creates new value propositions to a wide range of customers. This can only be achieved through a human-centred design thinking in combination with a transdisciplinary design methodology – which focuses on the impact and design of systems instead of individual problems/products. In the centre of this project lies a partnership with design experts from the Uo Liverpool who, in collaboration with the Design Council, are leading a UK/EU-wide consortium on transdisciplinary design thinking/methods.