Ford is the first brand to sign up to a combined offering between Primesight and RadiumOne that integrates out-of-home and mobile advertising so that advertisers can target people based on both their location and their content sharing behaviour.
The car giant is using the scheme to promote its new Fiesta; whenever the target audience comes within a certain distance of a Primesight billboard, RadiumOne serves a mobile display ad to those who have shared or engaged with content online relevant to Ford’s campaign.
In addition, combining RadiumOne’s sharing data with data from Route – the OOH industry audience measurement standard – allows the campaign’s reach to be extended beyond people in the vicinity of the poster.
Ford media manager Rachel Moore said: “We were drawn to this opportunity with Primesight and RadiumOne as it allows us to combine our OOH and mobile campaigns by including an additional layer of audience targeting to facilitate conversions.”
RadiumOne’s UK managing director Craig Tuck added: “It’s about fusing geo-location data from mobile and OOH planning tools with sharing data to find highly relevant audience profiles for Ford. It extends the impact of the OOH plan by targeting people we know to be very interested in the product – in this case, the all-new Ford Fiesta – while near Primesight’s posters.”
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