Firefly Launches Retargeting for Mobility-Based OOH

Bridges gap between offline and online brand messaging

Firefly, the nation’s fastest-growing mobility-based media company, announced the release of its OOH retargeting capabilities by partnering with Connected Media Ad-Tech vendor, Blue Bite.

OOH retargeting enables Firefly to remessage the mobile devices of users that have been exposed to OOH executions (Digital Tops, Wraps, Experientials) to ultimately amplify the brand message in a variety of ways. These tactics can range from immediate retargeting, where a user can be reached within seconds of seeing an ad on their mobile device, to days later in which users are reached within omni-channel / cross-device environments, essentially bridging the gap between the offline and online worlds.

“This capability further expands Firefly’s touchpoints with consumers, across all of their devices, allowing even higher engagement and performance,” says Roey Franco, SVP of Product at Firefly. “Leveraging Blue Bite’s technology, Firefly can amplify any brand’s message by retargeting to users across any of their devices or platforms. We are now able to message users throughout the entirety of the consumer journey, not just when they’re moving about in their respective cities, and we can further reinforce that message, either immediately following exposure or a day or so later.”

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“We’re excited to partner with Firefly to further bridge the physical and the digital,” said Mikhail Damiani, Co-Founder & Managing Director of Blue Bite. “With this partnership, we’re able to deliver more relevant and meaningful value and information to both consumers and brands through DOOH.”

The introduction of OOH Mobile Retargeting comes on the heels of Firefly’s October announcement around their new Mobility-Based Audience Planning Tool. The inclusion of both products, plus their enhanced performance-based measurement capabilities, further bolsters their campaign lifecycle product suite.

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