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Mobile and OOH combine for new Ford campaign

Mobile and OOH combine for new Ford campaign

Out-of-home specialist Primesight has partnered with adtech firm RadiumOne to integrate a new out-of-home campaign with mobile targeting.

The campaign for Ford’s latest Fiesta model is able to target people based on both their location and their content sharing behaviour, allowing anyone that comes close to a billboard to be served a mobile display ad – so long as that person has already shared or engaged with content online that is relevant to the campaign.

The process works by fusing location data from mobile and OOH planning tools – in this instance from Route – with online sharing data to find the right audience profiles.

Rachel Moore, Ford’s media manager, said: “We were drawn to this opportunity as it allows us to combine our OOH and mobile campaigns by including an additional layer of audience targeting to facilitate conversions.”

Adwanted UK is the trusted delivery partner for three essential services which deliver accountability, standardisation, and audience data for the out-of-home industry. Playout is Outsmart’s new system to centralise and standardise playout reporting data across all outdoor media owners in the UK. SPACE is the industry’s comprehensive inventory database delivered through a collaboration between IPAO and Outsmart. The RouteAPI is a SaaS solution which delivers the ooh industry’s audience data quickly and simply into clients’ systems. Contact us for more information on SPACE, J-ET, Audiotrack or our data engines.

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