Adsquare & Blindspot Partner for Data-Driven DOOH Advertising
The Challenge and Opportunity in OOH Advertising
The challenge of Out of Home has always been to use data effectively when planning their campaigns. With the rapid adoption of Digital Out of Home, technology companies have also developed tools to allow advertisers to treat their OOH campaigns more like performance-driven initiatives rather than long-term branding ones.
How Adsquare Solves the Data Challenge
Adsquare is solving the challenges of OOH advertising by aggregating multiple data sources such as:
- Spatial data
- Mobile audience data
- Movement data
Marketers can easily combine these data types for:
- Improved campaign planning
- Programmatic DOOH activation
- Multi-device retargeting
- Measurement and insights
Adsquare and Blindspot: Data-Driven DOOH
Adsquare’s platform integrates multiple data types, including points of interest (POI), census information, and audience data. This combination provides marketers with a comprehensive view for more effective targeting.
The data that Adsquare provides can now be leveraged within Blindspot’s DOOH DSP that services over 1 Million digital billboards in 25 countries. Thanks to our self-service workflow, brands can move from data-driven planning to a live campaign in under 48 hours. The Blindspot open platform will allow customers to plan their campaigns using Adsquare’s data.
Targeting Audiences with Precision
Through this partnership, advertisers can use privacy-compliant Adsquare segments to cross-reference Blindspot connected screens and reach consumers with a higher affinity for certain categories, such as:
- Retail
- FMCG
- CPG
- Automotive
- and more
In a post-COVID-19 world, using data for planning OOH campaigns is more important than ever, as it ensures clients are aware of the reality of each market.
In addition, Blindspot empowers brands to deliver dynamic content on Digital Out of Home screens. This has been shown to deliver outstanding results, with multiple studies showing a double digit increase in ad recall, brand equity and memorability. Blindspot’s own data has linked work done for Samsung to a double digit increase for in-store sales.
Industry Insights and the Future of DOOH
“Data and flexibility are the key drivers of DOOH in 2020. With the COVID-19 pandemic still taking a toll on traditional media buyers, we’ve seen more and more advertisers push for data accountability and planning possibilities for Digital Out of Home. Partnerships like the one we’re announcing today with Adsquare are a huge step forward in transforming the industry into a more data-driven one”
– Bogdan Savonea, Blindspot CEO.
“The demand for data in OOH has skyrocketed in the past 9 months and we’re thrilled to be working with specialized DSPs such as Blindspot in order to help the industry fulfill this growing demand. Just like online advertising, OOH now has the possibility to be treated like a more flexible marketing channel – this has been possible through smarter, data-driven solutions.”
– Tom Laband, CEO & Co-Founder at Adsquare.
About Adsquare
Adsquare is the Real-Time Data Exchange that gives advertisers access to accurate data at scale.
- Mobile-first user interface
- Multi-dimensional data
- Privacy by design
The self-service platform has been built mobile- first and enables more relevant campaigns based on audiences and their context. It offers seamless access to multiple data dimensions for more effective targeting, measurement and insights and has been developed with privacy at its core.
Headquartered in Berlin, the company operates worldwide with additional offices in New York, Madrid, London, Paris, Milan and Singapore.
For more information visit www.adsquare.com or contact info@adsquare.com
About Blindspot
Blindspot is a self-service DOOH DSP connected to over 1M+ outdoor and indoor screens in 25 countries. The platform enables advertisers to:
- Book hourly slots programmatically.
- Trigger content dynamically using sales data, demographics, traffic, weather, or mobile behavior.
Blindspot works directly with clients such as Samsung, P&G, Coca-Cola, Heineken, Uber Eats, Deutsche Telekom, Foodpanda, Jaguar, H&M and more.
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