Partnership Brings Retail Point-of-Interest Data to Bitposter’s Out-of-Home Trading Platform
UNITED KINGDOM — Bitposter has entered into a partnership with Oxford Retail Consultants (ORC), a provider of consumer behavior analytics, to provide proprietary ‘point of interest’ data assets to the Bitposter Out-of-Home (OOH) trading platform.
According to Bitposter, Out-of-Home media buyers using the platform will now have access to Oxford Retail’s comprehensive StorePointGB data set which will enable them to source the location of, and target OOH campaigns near specific retail locations that include, service and leisure outlets, food stores, fashion retailers, barber shops, banks, nightclubs, and more across the UK. Bitposter’s platform reduces barriers to entry to the OOH sector by making it more efficient and transparent to buy. The partnership with Oxford Retail Consultants aims to attract new spend into the Out-of-Home media space.
“Partnering with ORC enables buyers on our platform access to invaluable ‘point of interest’ data. By undertaking a simple proximity analysis they will be able to enhance the targeting of their campaigns and select the best locations for their OOH activity. We hope that this initial partnership will be well received by our buyers and will create the opportunity to integrate additional ORC data assets and tools into our platform,” said Craig Mytton, Chief Revenue Officer at Bitposter.
“We’re very pleased to be offering our market leading StorePointGB data set on the Bitposter platform. Those who license the data will find it essential when it comes to planning and delivering their OOH campaigns. We also look forward to offering additional data products and services through Bitposter in the near future,” said Ben Aspinall, Deputy Managing Partner at Oxford Retail Consultants.
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