Display Technology

Catalina, AdQuick deliver OOH ad measurement to businesses

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August 23, 2021

Catalina, an intelligence and omni-channel media provider, has partnered with AdQuick, an OOH media buying platform company, to offer an audience measurement product to help businesses increase sales, according to a company press release.

Catalina's product aims to provide insight into sales impact as well as the behaviors of buyers exposed to the media across a range of investment levels.

"OOH now sits at the intersection of technology and data-driven decision-making — and sales-lift measurement and addressable targeting are now key requirements for CPG brands to justify increasing their OOH ad spend," Jim Wilson, CEO of Talon America, said in the release. "The time is right for Catalina to expand its capabilities in OOH, which is an essential channel for CPG brands to optimize their marketing effectiveness at massive scale by capitalizing on real-time, purchase-based insights and targeting that drive in-store sales conversions."

Data-driven media activation and closed loop measurement is new to the OOH marketplace, but important as the industry looks to become part of the mainstream media mix, according to Tiffany Southwell, VP, OOH media at Catalina.

"Until recently, OOH targeting and measurement relied upon practices such as census-based demographics and footfall data to determine the ideal placement of media, as well as location-based foot traffic studies to estimate and measure the effectiveness of ad campaigns," Southwell said. "These methods don't work for CPG advertisers since the demographic data fails to identify actual consumer purchase preferences for specific brands. Meanwhile location-based foot traffic studies highlight when a consumer visited a grocery store but fail to inform whether a purchase of an advertised product is made."

According to Magna Global, traditional OOH advertising is expected to grow by 10% in 2021. In addition, the global DOOH ad market is expected to grow by 13% annually through the end of the decade, according to ResearchandMarkets.com.

"AdQuick has continually pushed to make OOH easier to buy and more measurable. Integrating Catalina's real-time purchase data and shopper ID graph – which spans more than 103 million households and 1.9 billion device IDs – further accelerates the granular targeting and robust measurement we offer to our clients," Matthew O'Connor, AdQuick CEO, said in the release. "CPG advertisers will now have the unique ability to reach their ideal audiences and measure true effectiveness with OOH media. This is a game-changer."

Since its founding in 2016, AdQuick, based in Los Angeles, has partnered with 1,100 media owners both in the U.S. and internationally.

"This partnership is an important step in realizing our goal to become the preeminent partner for purchase-based audiences and sales lift measurement for OOH programmatic partners, media owners, and agencies at a time when CPG brands are rightfully demanding a strong ROAS," Brian Dunphy, SVP, digital business & strategic partnerships at Catalina, said in the release. "Thanks to partnerships with innovators like AdQuick, we can provide our brand, retailer and agency clients with exciting new options for buying and measuring out of home media that truly impact the bottom line."

Catalina, founded in 1983, is based in St. Petersburg, Florida, but also has operations throughout the U.S., Costa Rica, Europe and Japan.