@KineticUSA & @ubimoinc To Measure Foot Traffic From #DOOH Campaigns
Adrian J Cotterill, Editor-in-Chief
Location-based company Ubimo has partnered with Kinetic U.S. to provide even more real-time audience data for OOH campaigns.
The announcement said that by incorporating Ubimo’s technology, Kinetic will be able to apply any digital data set to the location of OOH and digital-out-of-home (DOOH) properties, optimize plans and access audience segmentation and insights at the individual place level. Leveraging these capabilities, Kinetic can connect digital data, audience movement and physical locations across the U.S., ranging from OOH properties to stores, venues and other points of interest (POIs). The platform will also enable Kinetic to attribute foot traffic lift to OOH campaigns.
Michael Lieberman, co-CEO of Kinetic US told us “Ubimo’s platform will empower Kinetic to better align our clients’ OOH and DOOH campaigns to the dominant digital strategies, tactics and measurement they rely upon to produce their best results. We expect to develop more impactful, effective plans that work with mobile to deliver optimized solutions that exceed our clients’ business and marketing objectives”.
Through machine learning methodologies developed specifically for OOH media owners and agencies, Ubimo tells us that it is able to define POIs and desired audience types and, for example, rank or index over- or under-performing OOH properties and create audience segments or expand audiences with predictive modeling as well as attribute the impact of a campaign on lift and foot traffic. Anonymized and aggregated data are used for campaign planning and execution, as well as in-campaign and post-campaign insights. Its platform Polaris is used by leaders in OOH, Shopper Marketing and Retail.
Gilad Amitai, COO of Ubimo said “We have built a technology that allows marketers to run audience-based planning and attribution in the physical world. By layering digital, location, and aggregated behavior data with Ubimo, marketers can now understand what places attract what audiences and therefore define the best properties for a campaign,” said “This technology will allow out-of-home, which has traditionally been siloed from the wider media mix, to be a strong part of the omni-channel strategy. We are excited to work with Kinetic, and see the ways they will leverage location intelligence as part of their continued commitment to innovation and success for their clients.”
In December 2018, Forrester identified the need to connect the physical and digital worlds, and recognized Ubimo as one of the most significant location intelligence platform providers. The leading industry analyst firm gave it the highest possible scores for performance and execution of roadmap criteria, and noted its ability to embed decision making actions and experiences, which resonate with those in the OOH space, like Kinetic.
Ubimo describes itself as a SaaS location intelligence company that empowers businesses to understand and act on real-world behaviors, bridging the knowledge gap between the digital and physical worlds. Using advanced AI technologies, we combine behavioral data on over 150 million monthly active users, with the most comprehensive geographic index in the US. Ubimo’s platform enables businesses to embed strategic insights into decision-making, improving performance across Shopper Marketing, Programmatic, Publishers, Retail, and Out-of-Home.
Follow DailyDOOH