Adams Outdoor Partners with AdMobilize to Explore Vehicle Measurement Data on Digital Billboards
According to AdMobilize, the company has developed a scalable vehicle detection technology that provides real-time and near perfect-accuracy data on vehicle traffic, including day/night traffic counts, speed, dwell time and make/model. Miami-based AdMobilize provides real-time intelligent analytics on both vehicle and pedestrian traffic for out-of-home media companies and retailers worldwide.
“This technology provides many new opportunities for agencies/brands to truly take advantage of the outdoor medium with real-time, verifiable data directly from billboards” says Mike Neel, VP Sales/Marketing for AdMobilize.
Vehicle recognition technology is already being used by billboard operators in Australia and the United Kingdom. Renault is currently running a digital billboard campaign across central London that identifies the make, model and color of vehicles based on their license plate number. The campaign delivers relevant real-time messages based on the car’s profile on roadside digital out-of-home screens.
Adams Outdoor is the 4th largest U.S.-based outdoor advertising operator with more than 26,000 roadside locations. The partnership between AdMobilize and Adams began in April of this year while meeting at the Traffic Audit Bureau (TAB, now Geopath) and OAAA annual conference in Boca Raton, FL. Adams + Fairway Outdoor Advertising CEO, Kevin Gleason states, “Genuine and authentic relationships are key. If we can give our agencies and advertisers the substantive transparency they need to make bolder marketing decisions, then we’re continuing to invest in a more confident infrastructure for the out-of-home industry.”
“It is imperative as an operator to explore evergreen tech opportunities in our industry,” added Erica Line, Corporate Manager of Digital Asset Content & Integrated Strategies. “Partnering with AdMobilize allows A+F Outdoor to investigate a visually verified traffic analytics platform, strengthening our efforts to maximize quantitative data, and enhance our dynamic capabilities with collected speed data.” The companies have since chosen Norfolk, Philadelphia, and Chattanooga to test the AdMobilize real time traffic measurement platform.
Over the past year, adoption of this technology has been rapidly expanding. “Out-of-home products are currently priced based on historical data and vague audience data collecting methods. We believe that brands and advertisers will increase advertising spend if they can rely on a transparent way to better validate outdoor media viewership, create dynamic content, and measure ROI,” says Rodolfo Saccoman, Founder & CEO of AdMobilize.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media