Vistar Media, a global provider of programmatic technology for digital out-of-home (DOOH), has partnered with Mira, a location intelligence and attribution provider for OOH, which was recently acquired by Reveal Mobile.
As a result of this partnership, marketers can now measure the effectiveness of their programmatic DOOH campaigns via Vistar across a variety of online KPIs after campaign exposure, including web conversions and behaviors, app downloads, and in-app actions, such as the lift in in-app activity or orders.
Specifically, brands can quantify how many devices in each group later visited a web landing page or performed some further action (such as registration, subscription, purchase, etc.) after being exposed to the DOOH campaign. Brands can also measure in-app metrics such as installs or first orders and purchases against opted-in devices in both a control and test group, which is achieved through integrations with Mira and Reveal Mobile’s SDK partners. For a complete and fully accurate look at a campaign’s effectiveness, Mira measures rates for four conversion periods: for both control and test groups, and for pre-exposure period and post-exposure periods, known as a four-prop study.
“Our partnership with the Reveal Mobile team provides us with yet another robust capability for brands to understand the impact of their DOOH campaigns in driving key business objectives and allows us to more effectively connect OOH to lower-funnel digital metrics and offers a more holistic view into campaign metrics for brands,” said Lauren Lawhead, senior analytics manager at Vistar Media.
This new ability to connect out-of-home attribution to lower funnel KPIs, such as online conversions and acquisition, is among the first for the industry Landing has successfully capitalized on.