Havas Media and PUMA Tap Firefly’s New Street.IQ Product to Usher in a New Era of OOH

As the first digital out-of-home platform that uses live data to improve advertising campaigns weekly, Firefly’s StreetIQ surmounts the limitations of traditional OOH channels to drive confidence in outdoor advertising following COVID-19

Firefly, the company leveraging taxi and rideshare vehicles to build a street-level digital media network, announced the launch of Street.IQ, the first and only product to use live data to optimize out-of-home (OOH) campaign performance mid-flight. In tandem, PUMA launched its third innovative OOH campaign in partnership with Firefly, this time focusing on increasing the effectiveness of its out of home spend through the first-to-market product.

Powered by Firefly’s industry-first measurement methodology, Street.IQ draws on live data for weekly optimization, allowing near-real time analysis and adjustments of campaign variables to ensure the best possible outcome for brands. The product, which measures campaign performance against data-driven objectives, can understand which time of day, day of the week, location and screen creative resonates most with the audience and double-down on those elements in campaign delivery.

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This is the latest effort by Firefly to revolutionize the OOH space, allowing customers to measure the effectiveness of their campaigns against standard digital objectives such as app downloads, website visits, and footfall behavior such as in-store visits.

“Return on investment is significant in the best of times — but in times of economic uncertainty, it’s absolutely critical,” explained Kaan Gunay, CEO and cofounder of Firefly. “With StreetIQ, we’re bringing digital best practices to outdoor for the first time, not only to defy the drawbacks of traditional OOH channels, but to maximize marketing spend and give brands like PUMA solid confidence in the success of their campaigns.”

Firefly’s unique street-level media offering delivers personalized brand experiences with hyper-relevant campaigns and full-funnel measurement capabilities. Plus, with dynamic content triggers like location of the vehicle, area demographics, traffic patterns, time-of-day, and real-time weather conditions, Firefly can offer a digital-like media solution to advertisers looking to create contextual relevance in OOH.

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“To highlight our PUMA Flagship Store on Fifth Avenue, we want to reach New Yorkers in a way that feels local and relevant especially during this current challenging media landscape,” said PUMA’s Team Head of Media Renata Andersen. “Havas Media’s strategic insights, coupled with Firefly’s technologies, allows us to reach our audience more effectively through the development of great media experiences and nearly real-time tailored messaging that resonates at a level that was never before possible.”

Firefly’s platform has been trusted by PUMA and Havas Media to support multiple media experiences, including the award-winning PUMA Sky Dreamer hologram campaign in February 2020 and the New York-based campaign announcing its flagship store last year.

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