News

Real-time vehicle data, analytics to be tested for digital billboard inventory

July 13, 2016

Out-of-home advertising company Adams + Fairway Outdoor Advertising and AdMobilize announced a strategic partnership to test real-time vehicle data and analytics for digital billboard inventory across selected U.S. markets, according to a press release from AdMobilize.

Miami-based AdMobilize provides real-time analytics on vehicle and pedestrian traffic for out-of-home media companies and retailers.

AdMobilize has developed a scalable vehicle-detection technology that provides real-time data on vehicle traffic, including day/night traffic counts, speed, dwell time and make/model. Adams Outdoor currently has more than 26,000 roadside units, the release said.

"This technology provides many new opportunities for agencies/brands to truly take advantage of the outdoor medium with real-time, verifiable data directly from the billboard" said Mike Neel, vice president of sales and marketing for AdMobilize.

The partnership between AdMobilize and Adams + Fairway Outdoor Advertising began in April while meeting at the Traffic Audit Bureau (TAB, now Geopath) and OAAA annual conference in Boca Raton, Florida. The companies have since chosen Norfolk, Philadelphia, and Chattanooga to test the AdMobilize real-time traffic measurement platform.

"It is imperative as an operator to explore evergreen tech opportunities in our industry. Partnering with AdMobilize allows A+F Outdoor to investigate a visually verified traffic analytics platform, strengthening our efforts to maximize quantitative data, and enhance our dynamic capabilities with collected speed data," said Erica Line, corporate manager of digital asset content and integrated strategies for Adams + Fairway Outdoor Advertising.

"Out of home products are currently priced based on historical data and vague audience data collecting methods. We believe that brands and advertisers will increase advertising spend if they can rely on a transparent way to better validate outdoor media viewership, create dynamic content, and measure ROI," said Rodolfo Saccoman, founder and CEO of AdMobilize.