SITO Mobile & @CieslokMedia Forge Canadian Partnership
Gail Chiasson, North American Editor
Cieslok Media, Toronto-based premium large-format outdoor advertising company and SITO Mobile Ltd., Jersey City-based mobile engagement platform provider, have solidified a partnership that provides Cieslok Media exclusive access to SITO’s proprietary platform.
The partnership aims to revolutionize brand campaigns through mobile marketing and Out-of-Home integration.
“As an innovator in premium outdoor advertising and the mobile marketing space, we pride ourselves in selecting the most cutting-edge technologies to support advertisers’ ability to connect with their target audience in meaningful ways,” says Jörg Cieslok, president & CEO of Cieslok Media. “Over the years, as the relationship with SITO developed, it has become clear that they are in the forefront of OOH and mobile integration. Additionally, SITO aligns with our overall culture, market strategies, and continuous pursuit to stay in the forefront of industry innovation, making them the perfect partner to work with.”
“After an excellent experience in 2015 through the Double Vision relationship (the predecessor to SITO), we are enthusiastically continuing our relationship with Cieslok Media to serve the fast-growing Canadian market,” says Jerry Hug, CEO, SITO Mobile.
Cieslok had explored other options such as audience intelligence based in tiled data and beacon devices, as both are pieces of the integrated puzzle, but felt that both have significant limitations. Third party tile data can model behaviours around OOH locations, but does not have the capability to connect and understand consumers at a one-to-one device level through their path to purchase. Beacons have several requirements before being able to reach consumers, resulting in an extremely limited scale. At the store level, beacons represent an opportunity to be part of a closed loop solution.
“Smartphones are an integral part of the consideration stage for all category purchase cycles and are now with the consumer 24/7, which perfectly aligns with OOH advertising,” says Mike Blanchard, director of mobile media at Cieslok Mobile, a division of Cieslok Media specialized in mobile technologies and OOH integration. “It’s not just about understanding whom you have the ability to influence around an OOH location, though it is important and part of our offering, but with the SITO platform, we can take it further to the one-to-one level.”
The SITO platform allows brands to create one-to-one conversations with consumers at a sign location. The conversation can continue through the path to purchase. As a result of this data, Cieslok Media can offer market first attribution metrics, showcasing the impact of OOH campaigns at store level.
“Empowering consumers to act now on an outdoor advertising message, and further understanding their geo-pattern in terms of retail visits, post OOH impression, is a game-changer for brands, consumers, and the OOH industry,” says Cieslok.
In addition to Cieslok Media’s integration capabilities, the SITO platform can target consumers with validated data based on their historical geo-patterns. The tremendously valuable data based on real world geo-patterns help better understand who is truly being reached opposed to online behavioural habits. Cieslok’s data management platform stores large amounts of geo-pattern data, allowing for an infinite number of custom-built behavioural segments for any target. The result is an in-depth understanding of the campaign impact in the real world with geo-based attribution metrics.
Follow DailyDOOH