Adrian J Cotterill, Editor-in-Chief
DOmedia is partnering with location analytics leader Placer.ai to launch PeopleToMySpot.com, a website designed to improve the effectiveness of out-of-home advertising for small businesses.
This website aims to help local marketers and business owners understand foot-traffic patterns near their brick-and-mortar locations and build ad campaigns to increase customer foot-traffic.
“With increasing competition online, local businesses need their brick-and-mortar locations to have a competitive edge. Accurate foot-traffic analytics can help them understand customer patterns and advertise more effectively, and Placer.ai has made it more actionable” said Ian Bowman-Henderson, Head of Operations at DOmedia.
PeopleToMySpot empowers local businesses to access data from Placer’s Foot Traffic Widget for any zip-code’s foot-traffic patterns and available ad inventory. DOmedia, which also operates local ad marketplace BillboardsIn.com, will help businesses turn those insights into powerful advertising plans.
The statement said that DOmedia created PeopleToMySpot because they believe that access to foot-traffic data will increase local marketers’ demand for out-of-home (OOH) ads, such as billboards. According to research from the Outdoor Advertising Association of America, 76% of U.S. adults say they recently engaged with a business after seeing an OOH ad; over 20% actually visited in-person. Despite the effectiveness and affordability of OOH ads – which typically cost much less than other ad formats – outdoor ad campaigns can feel inaccessible to small businesses. In 2022, nearly 20% of all OOH ad dollars came from just 100 major corporations.
“The world’s largest brands know out-of-home ads work,” said Michael Cooper, CEO at DOmedia. “Local advertisers haven’t had the same level of access to inventory – not just billboards, but digital screens in restaurants and gyms, taxi ads, movie theaters – and they haven’t had the same level of access to the data.”
DOmedia claims to be the out-of-home advertising industry’s largest marketplace platform for planning, buying, and selling media.
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