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Outfront Media Enlists xAd’s Geofences To Target National Ads At Local Commuters

More out-of-home ads will leaping from billboards to smartphones moving through train stations.

Outfront Media’s ongoing effort to connect digital out-of-home advertising to passing smartphones at train stations across the country is getting a location-targeting boost from xAd.

Outfront's Jeremy Male
Outfront’s Jeremy Male

While proximity marketing is nothing new to DOOH — consider Gimbal’s recent billboard-to-mobile partnerships with Do It Outdoors and Vector Media — most use cases have tended to involve beacons as was a way to amplify and attract consumers to an otherwise static message.

“We believe that the integration between mobile and out-of-home is an important next step in connecting advertisers to their intended audiences,” said Jeremy Male, Outfront’s chairman and CEO, in a statement. “Mobile integrations provide more feedback to advertisers and bring together a one-to-many medium with enhanced targeting and one to one interactions. This is the first of several products within the OUTFRONT Mobile Network that will help us understand our customer and their needs down to a hyper-focused level.”

Outfront’s alliance with xAd is meant to extend national campaigns across its train station-based interactive displays to its existing mobile ad network on behalf of those major brands’ local franchises. And to do that, Outfront has tapped xAd’s custom geofences through its Blueprint technology, a data visualization tool that draws upon the exact physical boundaries of business locations instead of using the typical circular radius positioned in proximity to a street address.

xAd's Dipanshu Sharma
xAd’s Dipanshu Sharma

xAd’s first test of its geofences for Outfront is with OOH company’s mobile network in the Hudson Yard station on Manhattan’s West Side.

“Location provides the real-time context that advertisers need,” said xAd CEO Dipanshu “D” Sharma. “Combining the precision and scale of real-time location with the impact of OUTFRONT’s media gives advertisers the ability to provide tailored messages at local and national scale, and the ability to go far beyond views or clicks to real business results.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.