For instance, WPP’s media-buying arm GroupM recently started a joint venture with the influencer marketing firm Fullscreen meant to extend digital measurement to that channel. Like OOH, influencers have generally been used for branding or PR campaigns.
Connecting driving or foot traffic to in-store activity is an easier pitch with an audience network than, say, connecting beacon pings and mobile location data with anonymized retail data. But Placed’s solution is still probabilistic. It doesn’t actually link individual users to actions in a brick-and-mortar location, but applies an algorithm to its audience network to model out in-store activity.
“Mobile has grown the data set and comfort around location-based audiences,” said Lieberman. Mobile solutions are more reliable than scattered location points from an ad server, he said.
“I believe OOH measurement is undervalued by the industry,” said Tan. “Mobile location data is the OOH industry's equivalent of the cookie, and using this effectively means we can attain measurable, accountable solutions for our clients.”