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SITO Mobile Begins Canadian Expansion With OOH Deal

Working with Toronto’s Cieslok Media, the geo-data specialist is continuing to look outdoors as well as indoor.

SITO's Jerry Hug
SITO’s Jerry Hug

After striking alliances with a cinema ad network and a customer relationship management provider over the past year, location ad targeter SITO Mobile’s latest partnership extends its reach into Canada and the digital out-of-home category.

In turn, Toronto-based OOH sales and ad placement company Cieslok Media is getting exclusive access to SITO’s software platform in Canada.

Under the terms of the deal, Cieslok Media has committed to deliver a minimum of $2.1 million in mobile ads to SITO during 2016 — more than double 2015’s results, said Jerry Hug, SITO’s CEO.

“After an excellent experience in 2015 through the Double Vision relationship, we are enthusiastically continuing our relationship with Cieslok Media to serve the fast-growing Canadian market,” Hug said. “We’re optimistic that our partnership will exceed the minimum target and that this is just the beginning of a strong revenue growth story for us in Canada.”

The integration of SITO’s and Cieslok’s platforms allows brands to create one-to-one conversations with consumers at any sign’s location. That dialog can continue through the path-to-purchase. SITO, which can target consumers with data based on their historical location-patterns, promises to help marketers better understand who is truly reached at outdoor displays rather than merely tracking online behavioral habits.

The combined efforts also promise to let Cieslok Media’s retail clients aim ads at store level consumers, making it easier to know if the ads targeted to shoppers’ smartphones led to a sale or not.

“Smartphones are an integral part of the consideration stage for all category purchase cycles and are now with the consumer 24/7, which perfectly aligns with OOH advertising,” said Mike Blanchard, director of Mobile Media at Cieslok Mobile, a division of Cieslok Media focusing in mobile technologies and OOH integration. “It’s not just about understanding who you have the ability to influence around an OOH location— though that is also important and part of our offering. But with the SITO platform we can take it further to the one-to-one level.”

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.