Delivers Smarter Out-of-Home Media Campaigns with Advanced Analytics and Better Attribution
do it outdoors media has announced a strategic partnership with StreetMetrics in an effort to revolutionize moving out-of-home (OOH) media campaigns with stronger analytics. StreetMetrics, the leading independent, 3rd party measurement and attribution provider for moving advertising formats enables do it outdoors media, the largest national mobile billboard company, to use cutting-edge technology to better measure campaigns for each of their advertising partners. This new partnership provides a level of scale and audience understanding that will supercharge the company’s fleet of 125 mobile billboards.
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“do it outdoors has always stood by our ability to drive an impact among hyper-targeted audiences using our proprietary True Proximity Targeting methodology,” says Regis Maher, president and co-founder. Mobile billboards follow prescribed routes designed specially to intercept your precise audience based on affinity to relevant points of interest. “StreetMetrics now gives our advertising partners additional proof by verifying audience affinities.”
Mobile billboard campaigns will now leverage real-time location data from vehicles and anonymized mobile devices within their reach to track insights about the exposed audiences’ demographics and interests. For example, if the advertiser wants to reach 30 – 45 year old females near point of sale grocery stores, who enjoy plant-based foods and healthy lifestyles, do it outdoors will strategically plot routes to match the ideal audience. The mobile data delivered from StreetMetrics can then validate that the ad was served to that specific audience based on demographics and interests.
“do it outdoors excels at connecting brands with their audiences in a unique and impactful way. Their attention to detail and ability to optimize the routes they drive is why they’re the leader in experiential media,” said Drew Jackson, founder and CEO of StreetMetrics. “With this partnership, do it outdoors can now deliver the insights and tools brands need to verify the audience they’re reaching. We’re excited to support them with dedicated, independent measurement and ensure that the performance of every mobile billboard campaign is properly measured.”
Both companies are proud to bring revolutionary capabilities to advertisers using moving out-of-home media.
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“For several years, out-of-home media was in bare-knuckled competition with digital marketing dollars solely on the basis of attribution value. This technology affirms that OOH has a place in every media plan,” says Maher. “Our mobile billboards attract audiences, create ‘wow’ moments in real life and when paired with digital, they boost the overall campaign’s results. Now we’re able to equally report back to our advertising partners just how much impact we can drive for their brand’s objectives with definitive campaign and audience metrics.”
According to a 2019 Nielsen OOH Advertising Study, mobile billboards over-index above every other above ground OOH media format across almost every audience segment. An advertiser has peace of mind knowing that they can target specific audiences with meaningful out-of-home ads, and measure against those audience objectives with high visibility.
“We are very proud to be able to continually improve our mobile billboard offerings to our advertising partners,” adds Maher. This StreetMetrics partnership follows do it outdoors media’s launch of shadowfencing, an innovative way to serve digital ads to the mobile billboard audience in real-time and via retargeting. “With confident routing, an OOH plus mobile media play and now with advanced tracking and measurement, we have a winning combination for any brand who wants to craft a successful advertising campaign.”
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