Vistar Media, the only cross-screen location-based platform for mobile and out-of-home, and Instantly, a provider of audiences and consumer insights tools, have announced a groundbreaking new collaboration to measure the effectiveness of advertising campaigns across out-of-home media.
Vistar and Instantly are providing advertisers with unprecedented insight into consumer engagement with cross-screen campaigns and subsequent foot traffic driven to brick and mortar stores.
"The insights that Kinetic has achieved through the Vistar and Instantly partnership have unlocked another powerful dimension in our holistic planning approach to cross-screen digital media. As we increasingly develop cutting-edge techniques to bring brands closer to the moving consumers that matter to them, we are pleased to have innovative partners like Vistar and Instantly to help us," said Mike Gamaroff, Managing Director of Kinetic Active and Head of Innovation for Kinetic Worldwide.
With advertisers' investment in multiscreen campaigns on the rise, the ability to measure the impact of media interactions in the physical world on consumer behavior is becoming more crucial than ever.
"Our clients know that out-of-home offers unparalleled access to on-the-go consumers. What they increasingly seek to understand is how these touch points work together to drive a desired action," said Jeremy Ozen, co-founder, Vistar Media.
By mining data on consumers' geotemporal context, where they are in space and time, as they engage with media in the physical world, Vistar and Instantly are generating new insights brands can use to inform marketing and business decisions.
"Mobile is uniquely suited to uncover deep insights about how consumers engage with and react to out-of-home ads organically," said Edan Portaro, EVP of Global Business Development and Mobile Innovation. "With mobile, we can also learn about key behavioral actions such as duration of exposure, notice rate, and store visitation after exposure."
After a soft launch during which time Instantly and Vistar tested measurement of pilot campaigns across seven verticals, out-of-home media effectiveness studies are now available for all campaigns through Vistar Media's platform.
About Instantly, Inc.
Instantly™ is the world's largest audience and insights platform, providing researchers and marketers with immediate access to consumers and automated insights tools to make faster, better decisions. Instantly is based in Los Angeles, with offices in the United States, Europe and Asia. For more information, visit www.instant.ly (now SSI, https://www.surveysampling.com/).