Gail Chiasson, North American Editor
Bulzī Media has joined the Digital Place Based Advertising Association.
Bulzī Media aggregates DOOH audiences through partnerships with various network operators. Its addressable OOH ad network allows advertisers to plan, buy and activate hyper-targeted ad campaigns using web-like campaign management tools and reporting. Bulzī’s LOCALīz technology measures OOH audiences in real time, on a scale and at a level of detail the company claim was not before possible.
Its technology uses big data analytics run continuously on more than 10 billion monthly mobile phone location records in order to attach more than 950 anonymized demographic attributes to the mobile phones. LOCALīz sensing technology identifies the real-time presence of 250 million U.S. mobile phones near any sign in Bulzī’s network, uses detailed consumer attributes to measure the small-group micro-audience on-the-fly, and then serves the right ad to the right screen in real time. This allows national advertisers and their agencies to better reach their target audiences in OOH, more credibly measure their campaign results, and achieve improved ROI on their ad spend. Bulzi’s network of 400,000 media assets generates more than 100 million monthly unique visitors in every major U.S. DMA. The network includes digital signs, TVs, web and mobile screens in OOH environments. Ad campaigns can be targeted and served across all of these using any combination of 950 consumer attributes. “Bulzī Media has hit on a very powerful way to harness the full potential of digital place based screens by using them in conjunction with mobile to hyper-target consumers on the go,” says Barry Frey, president and CEO, DPAA. “The Bulzī platform is tremendously exciting and we look forward to helping them grow their network and advertising industry relationships.” Brent McKay, founder and CEO, Bulzī Media, says, “Joining the DPAA is an important step for us at this stage of our development. We have demonstrated to networks and marketers that our platform can grow their businesses, and we are ready to fully immerse ourselves in the DPAA in order to take Bulzī to the next level by both sharing and gaining insights and best practices.”
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