Partnerships Enable New Targeting and Measurement Strategies for Out-of-Home Media Planning
NEW YORK, NY — Vistar Media has announced new partnerships with LiveRamp and Acxiom to optimize out-of-home media planning, buying, and attribution.
According to Vistar, marketers can use the joint solutions to optimize out-of-home media buys and measure sales lift from their campaigns by onboarding their offline CRM and sales transaction data. The integration includes routing data to Acxiom for geocoding and removing personally identifiable information before records are delivered to Vistar in the form of location segments that can be used within Vistar Media’s programmatic out-of-home media platform.
“Marketers want every channel in their mix to be fully addressable and measurable,” said Travis May, general manager and president at LiveRamp, in a statement. “Through this industry-first solution for out-of-home media optimization, marketers can now extend their data onboarding strategies in a whole new direction.”
Vistar Media’s advertising platform enables companies to reach consumers based on their behavior in the physical world. Location data for the devices in the geocodes onboarded via the LiveRamp and Acxiom integration is analyzed and modeled to determine which out-of-home media locations will perform best. Post-campaign sales transaction data can be onboarded to measure sales lift from the media exposure.
“Vistar provides a data-agnostic system for defining audiences based on location and analyzing movement patterns over time,” said Michael Provenzano, CEO and co-founder of Vistar Media. “By combining our technology with LiveRamp’s trusted onboarding services and Acxiom’s geocode data, we are making significant progress toward addressing marketplace demand for a unified strategy and a holistic understanding of media effectiveness across channels.”
“As marketers move to omnichannel marketing strategies, the number of digital use cases for data continues to grow,” said Rick Erwin, president of Acxiom’s Audience Solutions division, in a statement. “Our joint solution helps marketers simplify omnichannel execution by making it safe and easy to activate first- and third-party data in more places.”
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