Originally posted on the Vistar Media blog on March 20, 2019.
I recently had the pleasure of chatting with Vistar Media about the power of location data for advanced audience targeting and measurement. To get a closer look at our partnership with Vistar Media and my thoughts on digital-out-of-home (DOOH) targeting, check out the following Q&A.
Vistar Media: What types of services does Factual offers clients?
Glen Straub: Factual provides location data to help marketers, advertisers and agencies better understand customers, build highly-targeted audiences, measure campaign effectiveness, and deliver highly optimized or personalized experiences. With our partnership with Vistar, Factual is excited to bring Factual Audiences and Measurement solutions to digital out-of-home (DOOH) ad buyers.
VM: What makes your data a good fit for marketers looking at DOOH?
GS: Factual’s location data is mobile-first, meaning our data is built based on real-world behavior. Location data helps solve many challenges in OOH targeting like extending campaign reach across channels, amplifying message impact to the desired audience. Measurement of OOH spend impact on driving customers in-store helps OOH buyers validate their spend across channels. Prior to the application of sophisticated location data, OOH targeting and campaign measurement relied solely on survey data. Today, location data adds a layer of 1:1 accuracy with relevant user insights, which is incredibly valuable to brands and agencies in reaching the right people with their messaging.
VM: What has been the most valuable outcome of the partnership between Factual and Vistar?
GS: There is a lot of transformation happening in DOOH and we’re happy to support Vistar Media with Factual data in this booming area of programmatic innovation. Factual data has been leveraged by many top brands over the last 5 years, and Vistar has opened up a new channel (DOOH) for brands to leverage Factual data, helping marketers extend their digital strategies.
Click here to check out Factual’s Partner Perspective interview with Vistar Media CRO, Matthew Schuster.
VM: How have you seen marketers or brands take an innovative approach to using location data for DOOH targeting or measurement?
GS: Marketers are now able to bridge the gap between offline and online behavior of their customers. Innovation in DOOH continues that momentum. Marketers are able to target people viewing OOH ads in real time and deliver complimentary ads to their mobile devices, amplifying message impact across channels. Location data can also be used to identify the DOOH inventory that sees a high propensity of an audience they are after. Measurement helps marketers validate and understand the performance of DOOH ad spend to show in-store visitation, allowing marketers to refine and optimize DOOH ad buys based on real-world performance metrics.
VM: Where do you see the digital out-of-home industry moving in the next 12 months?
GS: There will be a continuous increase in data being used when making DOOH decisions across targeting and measurement. As technologies continue to improve DOOH will become more integrated into the end-to-end programmatic ad experience, from desktop to mobile to DOOH. Also, we may see a move in DOOH messaging to real-time call-to-action, encouraging audiences on the move to take an action immediately in the real-world environment they are in.
If you’re interested in learning more about how you can execute targeted, measurable campaigns, contact our team today!
Vistar Media is a geospatial technology company bridging the space between advertising ecosystems and consumer movement patterns. Since 2012, Vistar has been dedicated to building the end-to-end programmatic ecosystem for digital out-of-home (DOOH). Vistar’s aim is to enhance every transaction in the physical world with data and measurement while also automating the workflow the same way other digital channels have been transformed.