Out-of-Home provider Revolution 360 is launching 360 Intelligence, a platform designed to transform the street poster industry.
360 Intelligence will use data for planning in a way that has never been available before in this sector of the Out-of-Home (OOH) marketplace. The proprietary planning and reporting tool was built by digital agency Geronimo. In an industry-first, its aim is to clean up the largely guerilla poster sector.
The project was spearheaded by VMG Head of Marketing Samantha Summers, who has more than fifteen years of experience in location-based marketing.
Summers said, “we know we have a great format that works, but a gut feel just doesn’t cut it in Out-of-Home these days. It hasn’t for quite some time. The street poster industry hasn’t evolved with the rest of the market.”
“Our aim with launching 360Intelligence is to bring our street posters into the now with a level of sophistication and complete transparency in both planning and reporting.”
The tool applies a digital methodology to profiling audiences across all of its out-of-home panels through mobile location data. This data then provides an overall reach-based metric by panel as well as a view on those users’ interests in particular products, brands, or topics.
360 Intelligence is the first phase of Revolution360’s plan to revolutionise the OOH sector. An integration with the Seedooh platform is coming soon, which will enable best-practise independent verification of every posting, for every campaign.
VMG chief executive Michael Fishwick said, “our aim has always been to elevate the quality of the Street Poster format and move away from the negative connotations of a guerilla medium, because we know that’s what’s in the best interest of the entire out-of-home market.”
“We’ve always had significant concession agreements in place, meaning that we pay for access and provide a valuable civic utility.”
Intelligence 360 offers insights into the average number of people who view an OOH site, as well as delivering end of campaign reports on the actual number of views so clients can track the success of their campaigns.
“For us, this data and verification proposition is the next step in paving the way for the street poster industry to move out of guerilla marketing and in line with more traditional out-of-home formats while still retaining their unique character,” said Fishwick.
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