Outfront Media Extends ON Smart Media Platform with xAd MarketPlace Location-based Targeting Capabilities
NEW YORK, NY — Outfront Media has extended its partnership with xAd, and will begin testing xAd MarketPlace, a new self-service platform for the buying and selling of locations, which according to xAd offers greater transparency.
Last November, Outfront Media launched ON Smart Media, a cloud-based digital out-of-home (DOOH) ad platform that featured mobile technologies including geo-fencing, Wi-Fi, and beacons powered by xAd. Today’s announcement extends their partnership even further by adding location-based targeting capabilities in proximity to Outfront’s out-of-home locations using custom audience segments.
According to xAd, more than 90% of consumer’s shopping behavior still occurs offline. Understanding consumer behavior based on location is one of the most important variables in leveraging consumer intent, and in turn helps out-of-home media providers match the targeting capabilities of online media. There has been a surge of announcements lately by out-of-home media providers to include location-based targeting capabilities. In addition to today’s announcement by Outfront and xAd, Clear Channel Outdoor also launched a new analytics tools a few days ago, known as RADAR, that according to Clear Channel, helps advertisers and agencies plan and buy out-of-home ad campaigns more effectively using mobile location data.
According to Outfront, the company has already seen a lift in consumer engagement by combining mobile and out-of-home media. The use of custom audience segments have enabled brands to leverage location and behavior to influence out-of-home campaign outcomes.
“For the first time ever, marketers will now be able to leverage real-time consumer intent like they can do today for search—but for the physical world,” said Dipanshu “D” Sharma, CEO, xAd. “It is a testament to the foundational accuracy of our platform that Outfront relies on xAd MarketPlace to amplify the reach of their out-of-home placements.”
Each month, xAd’s patented location platform helps marketers reach over 300 million people globally with the ability to reach users at nearly 100 million unique points of interest.
As an early adopter of MarketPlace, Jeremy Male, Chairman and Chief Executive Officer at Outfront Media explained, “The xAd MarketPlace gives Outfront an opportunity to build our own custom audience segments in proximity to our out-of-home locations based upon the most accurate location platform available. This expands the Outfront Mobile Network offering with unique location-based solutions for our clients. We plan to use MarketPlace as our mobile toolset when combining media for the benefit of our clients as it ultimately allows for improved client engagement.”
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