News

DOOH group unveils digital platform and mobile network

DOOH company has announced the launch of a new digital technology platform and mobile network to power location based advertising.

November 12, 2015

Out-of-home media company OUTFRONT Media Inc has announced the launch of its new digital technology platform, OUTFRONT ON Smart Media, to power cloud-based distribution of content. It is also launching its own mobile network, according to the press release.

OUTFRONT ON Smart Media enables advertisers to target users based on address and distribute content via the cloud. The platform is currently being used in the new 34th Street-Hudson Yards subway station in New York City.

"As a tech driven media company we are building solutions for advertisers that are relevant, engaging, useful and always on," said Jeremy Male, chairman and CEO of OUTFRONT Media. "In an increasingly complex and evolving media world, OUTFRONT is leading the transformation of out of home environments with new technologies to deliver meaningful consumer experiences that drive incremental value for our clients."

The mobile network will provide a variety of services including geo-fending, Wi-Fi and beacons. The geo-fencing solution will be powered by location-based marketing company xAd. It will enable advertisers to reach mobile users with location-specific messages. It will also enable the advertisers to see if someone who received the advertisement visited the store or engaged with the ad.

"Location provides the real-time context that advertisers need," said Dipanshu Sharma, CEO and founder at xAd. "Combining the precision and scale of real-time location with the impact of OUTFRONT's media gives advertisers the ability to provide tailored messages at local and national scale, and the ability to go far beyond views or clicks to real business results."