Outfront Mobile Network Enables Advertisers to Tailor Messages at Hyper-local and National Scale
NEW YORK, NY — Outfront Media has announced the launch of ON Smart Media, a patent-pending digital out-of-home media platform that combines addressable digital signage with cloud distribution and a unique app-driven infrastructure. The platform provides marketers with the precision of digital marketing and the impact of out-of-home media.
Outfront Media’s cloud-based, app-driven technology is currently being used in the new 34th Street-Hudson Yards station in New York City, and is the first product initiative under the new Outfront ON Smart Media platform. This technology, leveraged by Outfront Media’s exclusive partnership with start-up Videri, will soon be migrating to Outfront Media’s outdoor inventory including transit, spectacular, and PRIME locations.
“As a tech driven media company we are building solutions for advertisers that are relevant, engaging, useful and always on,” said Jeremy Male, Chairman and Chief Executive Officer of Outfront Media. “In an increasingly complex and evolving media world, Outfront is leading the transformation of out-of-home environments with new technologies to deliver meaningful consumer experiences that drive incremental value for our clients.”
Partnership with xAd
The second product set now being introduced by Outfront is the Outfront Mobile Network, which will provide an array of custom solutions including geo-fencing, Wi-Fi, and beacons. The initial deployment will include location-based mobile marketing solutions through a custom geo-fencing solution powered by xAd, a leader in location-based marketing, which enables marketers to reach the right people based on the real places they visit every day.
“We believe that the integration between mobile and out-of-home is an important next step in connecting advertisers to their intended audiences,” said Male. “Mobile integrations provide more feedback to advertisers and bring together a one-to-many medium with enhanced targeting and one to one interactions. This is the first of several products within the Outfront Mobile Network that will help us understand our customer and their needs down to a hyper-focused level.”
Dipanshu “D” Sharma, CEO and Founder at xAd, explained, “Location provides the real-time context that advertisers need. Combining the precision and scale of real-time location with the impact of Outfront’s media gives advertisers the ability to provide tailored messages at local and national scale, and the ability to go far beyond views or clicks to real business results.”
Through xAd’s patented location-based marketing platform, Outfront Media clients can create custom geo-fences around an advertising placement to reach mobile users with dynamic mobile creative. This precise geotargeting technology enables marketers to reach audiences with localized messages at national scale, reinforce campaigns with sequential messages, and measure more significant business results. Through this partnership, Outfront Media enables advertisers to determine whether someone who received mobile ads nearby the advertising placement engaged with the ad or even visited the physical store, directly correlating how advertising drives real-world results.
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