Vistar Media and Mira Partner To Measure Impact of DOOH On Consumer Online Activity and Conversions
New York, NY (March 16, 2022) — Vistar Media, the leading global provider of programmatic technology for digital out-of-home (DOOH), has today announced a partnership with Mira, a location intelligence and attribution provider for OOH, which was recently acquired by Reveal Mobile.
As a result of this partnership, marketers can now measure the effectiveness of their programmatic DOOH campaigns via Vistar across a variety of online KPIs after campaign exposure, including: web conversions and behaviors, app downloads and in-app actions, such as the lift in in-app activity or orders.
Specifically, brands can quantify how many devices in each group later visited a web landing page or performed some further action (such as registration, subscription, purchase, etc.) after being exposed to the DOOH campaign. This is done through the placement of a web pixel. Brands can also measure in-app metrics such as installs or first orders and purchases against opted-in devices in both a control and test group, which is achieved through integrations with Mira and Reveal Mobile’s SDK partners. For a complete and fully accurate look at a campaign’s effectiveness, Mira measures rates for four conversion periods: for both control and test groups, and for pre-exposure period and post-exposure periods; known as a 4-prop study.
“Our partnership with the Reveal Mobile team provides us with yet another robust capability for brands to understand the impact of their DOOH campaigns in driving key business objectives and allows us to more effectively connect OOH to lower-funnel digital metrics and offers a more holistic view into campaign metrics for brands,” said Lauren Lawhead, Senior Analytics Manager at Vistar Media.
Landing, alongside agency hunterblu, recently executed a programmatic OOH campaign with Vistar Media, in partnership with Mira and Reveal Mobile, to increase awareness, consideration, purchase intent and recommendation of Landing as a powerful challenger brand in the apartment rental space. The campaign ran in key U.S. markets across a variety of indoor and outdoor DOOH venue types — including billboards, airports, gyms, malls, office buildings, sports entertainment centers and urban panels.
Mira’s 4-prop study revealed that consumers exposed to the Landing campaign were 303% more likely to take a web action versus those who were not exposed to the DOOH media.
“Having visibility into consumers’ online behaviors and decisions as a result of OOH campaign exposure is imperative for us as we work with brands to create impactful campaigns,” said Jessica Blumberg, President at hunterblu. “For Landing, we were not only looking for a medium that could help us meet our campaign objectives, but a partner that could provide the strategic guidance and measurement capabilities necessary to understand resulting online activity and conversions – which was fully achieved with Vistar Media and Reveal. This campaign and its corresponding study helps us to pave the way for future OOH campaigns, providing both our clients and us a greater comfort level in knowing ad dollars are being spent in an effective manner.”
This new ability to connect out-of-home attribution to lower funnel KPIs, such as online conversions and acquisition, is among the first for the industry that Landing has successfully capitalized on.
About Vistar Media
Vistar Media is a geospatial technology company bridging the space between advertising ecosystems and consumer movement patterns. Founded in 2012, Vistar created the first and only universal marketplace for out-of-home media, building a programmatic platform that has been widely adopted by buyers and sellers. Vistar provides marketers with unprecedented access to consumers at the right place and right time, through a data agnostic system for analyzing consumer movement patterns and activating cross-screen mobile and out-of-home media. For more information, visit www.vistarmedia.com.
About Reveal Mobile
Reveal Mobile provides customizable geofencing marketing solutions to ad agencies, brands, retailers, media, and out of home companies. Creator of VISIT Local, the company’s award-winning product allows companies of any size to leverage location data to understand, reach and measure the right audiences. Reveal Mobile is CCPA and GDPR compliant and adheres to the Network Advertising Initiative code of conduct. The company is based in Raleigh, NC and New York, NY. For more information, visit https://revealmobile.com.
Landing is changing the way people live. It offers its members an industry-first all-inclusive, flexible living experience via a subscription. Members have access to a network of carefully curated furnished apartments with an on-call concierge service and a host of additional amenities. Landing apartments are currently available in 375+ cities across the United States and growing. The company was founded in 2019 by Bill Smith. For more information, visit www.hellolanding.com.
hunterblu media is a boutique integrated media agency. Founded in 2018 by David Hunter and Jessica Blumberg, they have employees across Florida and Georgia and specialize in integrated media planning and buying for small to midsize brands.
Source: Vistar Media