The Digital Place Based Advertising Association (DPAA) announced this week that Mira, a crowd analytics platform that boosts the effectiveness of ad campaigns by introducing real-time targeting to digital out-of-home media, has joined the trade marketing association.
Mira’s real-time location data and creative optimization algorithms help advertisers determine which creative assets would be most effective based on the audience that is immediately present. During the planning phase, Mira uses historical data and machine learning to mine the most optimal audience for each piece of creative. By answering the question, “What type of people are in this location right now?”, Mira increases the efficiency with which campaigns are delivered by enabling advertisers to reach disparate audiences with relevant messaging. Through its data infrastructure, Mira can even help show attribution or retarget those exposed audiences on other media.
Jonathan Frangakis, Mira’s co-founder and CEO, said, “Barry Frey, President & CEO of DPAA and his team have done a terrific job marketing the digital out-of-home sector to the ad community and we are pleased to now have a seat at the DPAA table as they continue to help grow the industry.”
The DPAA has proven to be a business accelerator and concierge/consultant for members, who enjoy numerous benefits. These include admission to quarterly ‘mini summit’ meetings with ad industry and DOOH leaders; access to an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification; publication discounts; an opportunity to participate in media partnerships as well as the DPAA-Nielsen Service Bureau and DPAA-Nielsen Digital Diploma Series Training Program; insights on software and hardware solutions; further integration into the advertising ecosystem as part of the video everywhere conversation and marketing campaign; and more.
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