What is Movement Intelligence?
Understanding how audiences move through the physical world — and turning that into media value.
Understanding how audiences move through the physical world — and turning that into media value.
Movement intelligence is location-specific audience measurement grounded in observed movement signals rather than generic area averages.
A footfall counter tells you a number. Movement intelligence tells you a story: how many people were at a location (volume), how long they stayed (dwell), and how they flowed through the space (movement) — hour by hour, day by day, site by site.
For Out of Home media owners, that story has direct commercial value. It shows which sites over-deliver, when audiences actually peak, how events and weather change behaviour, and what an advertiser really got for their money.
Data Jam has been building this capability since 2020, and today provides movement intelligence across physical media and place-based environments in the UK, Europe and the US.
Traditional OOH measurement and movement intelligence answer different questions — here's how they differ in practice.
| Feature | Traditional Measurement | Data Jam |
|---|---|---|
| Data Source | Surveys and statistical models | Observed movement signals at the location |
| Timing | Monthly/quarterly reports | Real-time |
| Privacy | Often camera-based | No cameras, anonymised signals |
| Setup Time | Weeks to months | Minutes |
| Location Specificity | Zone-based averages | Site-specific measurement zones |
| Behavioural Depth | Presence estimates | Volume, dwell and movement |
| API Access | Rare | Full API included |
The same platform measures very different physical environments — each with zones configured to how audiences actually behave there.
Billboards, building wraps and large format displays — measured delivery for premium sites and proof for the advertisers who buy them.
Malls, retail parks and high streets — where dwell time and movement patterns matter as much as raw volume, and retail media networks need audience data to trade on.
Stations, transit shelters and transport hubs — understand commuter peaks and daypart patterns for transit inventory.
Cinemas, stadiums, gyms and leisure destinations — place-based environments where area-level models have the least to say and location-specific measurement matters most.
DOOH screens and programmatic networks — live audience data feeding dynamic content, dayparting and programmatic trading via the API.
OOH audience measurement is the process of counting and analysing the people who have the opportunity to see an out-of-home advertisement, such as a billboard, transit shelter or digital screen. Data Jam provides real-time, privacy-compliant measurement grounded in observed movement signals at each location, rather than modelled area estimates.
Data Jam is a movement intelligence company providing Out of Home audience measurement in the UK, Europe and the US. Unlike traditional providers that rely on periodic surveys or statistical models, Data Jam measures observed movement signals at each specific location and delivers audience metrics in real time through its Portal, PULSE analytics and API.
Billboard audiences can be measured with Data Jam's JamBox sensor, which detects anonymised movement signals within configurable measurement zones around the site. Observed movement data is converted into audience metrics through Data Jam's measurement methodology, delivering location-specific impression data in real time. The approach uses no cameras and collects no personal data.
DOOH programmatic buying needs current audience data to inform pricing and targeting. Data Jam measures audience presence at digital screen locations in real time and makes that data available via API to Supply-Side Platforms (SSPs) and Content Management Systems, so programmatic decisions can be based on measured audience delivery.
Anonymised signal measurement avoids the privacy concerns of camera-based counting. Data Jam's JamBox measures anonymised movement signals — no images and no personal data — providing continuous, location-specific audience measurement that supports GDPR and CCPA compliant deployment. A DPIA is available on request.
We'll show you what location-specific audience data looks like for your formats and environments.