Draft Type, a spatial information and AI-based adtech company, has unveiled its data-driven outdoor advertising (OOH) analytics system.
Adtype, the OOH solution operated by Draft Type, announced on the 1st that it has released "Admap," an OOH intelligence platform.
Admap is an analytics system that analyzes and models advertising targets, connects their living spaces, movements, consumption touchpoints, and OOH media, and derives advertising regions and media plans.
Adtype has long focused on the market limitation that it is difficult to analyze targets and design media for outdoor advertising based on data. The company explained that, unlike online advertising, in offline environments, data on target residence, dwell time, movement, and living/consumption contexts had not been sufficiently connected to advertising decision-making.
In practice, media planning often relied more on empirical judgments centered on regions and media rather than data. To improve this, Admap analyzes population, spatial, movement, and media data together. It uses population data to grasp the distribution of target residence and dwell time, and examines the living and consumption environment of a given area using building, POI (Point of Interest), and commercial district data.
It then combines movement, public transportation, and route data to derive major movement axes. Subsequently, it connects OOH media and product information to concretize advertising regions and media plans.
According to the company, as of September this year, Adtype utilizes building data for 591,548 buildings across Seoul and POI data comprising 72,829 points across 44 categories. It also uses OOH media data for 19,766 operating outlets nationwide in its advertising analysis. Data related to living/dwell population, movement, public transportation, commercial districts, and consumption are also subject to analysis.
Currently, Admap is being used in advertising projects that analyze the living zones and movement axes of targets such as university students, IT company employees, and women aged 30-49. The method involves analyzing a specific target's dwell locations by time slot, living facilities, and movement routes together, then selecting candidate OOH media that can be executed along those routes.
Adtype is also applying an AI-based natural language query function to Admap. For example, if a user inputs "Find areas where women aged 40-59 have high dwell time on weekday evenings, are close to large marts and living facilities, and have actually executable OOH media," the system analyzes candidate regions and media that meet the conditions.
This approach connects the process of having to explore multiple spatial data sets—living population, movement, building/POI, and media data—separately into a single advertising question by querying and comparing them together.
Kim Dae-hee, CEO of Draft Type, stated, "If digital advertising has come to understand precisely who the customer is through click, search, and purchase data, OOH must also be able to understand where that target lives and moves in the real world." He added, "Admap is a system created to extend understanding of the target to actual spaces, movements, and advertising media, connecting it to media decision-making."
He continued, "With the development of spatial information technology and AI, it has become possible to analyze different real-world data—such as population, movement, buildings, commercial districts, and media—together within a single advertising question." He noted, "I believe OOH can evolve beyond simply selecting media into an area that designs where and through what touchpoints the target will encounter the advertisement."
Adtype plans to link campaign exposure and performance data to Admap in the future. The company aims to enhance the system so that everything from target analysis and media planning to actual execution results can be analyzed within a single data flow.
Meanwhile, Draft Type is a spatial information and AI-based advertising technology company that supports the planning, operation, and measurement of offline advertising on a data-driven basis. Through Adtype, it analyzes consumer data and spatial big data to grasp the residence, workplace, movement, and dwell characteristics of each brand's core audience. Based on this, it develops an advertising intelligence solution that designs offline advertising touchpoints aligned with brand goals and analyzes post-campaign performance.
Draft Type currently holds a patent portfolio totaling 22 patents, including 15 registered patents and 7 pending applications. The patents cover market/consumer analysis based on online unstructured data, offline advertising targeting and strategy formulation, and advertising performance measurement technologies based on LTE signal data, location trajectory data, and AI vision.
Recently, the company has been expanding its business into retail media, mobility data, spatial data analysis, and AI video analysis through projects such as the Seoul City testbed Sinlim Line AI Video Analysis Congestion Management System.
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