Adrian J Cotterill, Editor-in-Chief
AdMobilize and Broadsign, the leading digital out-of-home marketing technology platform, this week announced a partnership to provide DOOH networks with integrated audience measurement solutions. With this integration, media owners and their advertisers are now able to access more granular data related to the specific audiences exposed to their campaigns.
The integration with Broadsign allows AdMobilize audience data to be passed to Broadsign in real time. It is now a core feature within the AdMobilize platform, enabling media owners to report audiences for specific campaigns across relevant inventory. This new capability can be used to help advertisers better understand campaign performance and how to optimize creative over time. For instance, the aggregated insights generated by the AdMobilize system can help all parties optimize campaigns by analyzing audience viewership down to each ad copy served. Anonymous, aggregated metrics such as total impressions, attention time, gender, age, emotion analysis, gaze thru rate and more are available as part of the audience reporting module.
Francois Hechme, VP Products at Broadsign told us “AdMobilize and Broadsign have collaborated on a number of client projects over the past few years. Access to high quality audience measurement data is a critical driver of DOOH industry growth. We are thrilled to advance our relationship and to offer an innovative integration to media owners and advertisers alike”.
Accurate, high confidence audience data is an important element for enabling digital media buyers to measure campaign performance and transact programmatically. AdMobilize audience analytics data can be fed live into Broadsign Reach, which grew 460% in 2019 following a breakthrough year for programmatic DOOH.
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