Instantly and Vistar Media Ink Digital OoH Deal

Recently rebranded research technology company Instantly has teamed up with mobile location-based platform Vistar Media, to measure the effectiveness of ad campaigns across out-of-home (OoH) media.

Vistar uses patent-pending cross-screen technology to better understand consumers' real-world movements and behavior from location data. Through the partnership, the firms will mine data on consumers' 'geotemporal context' as they engage with outdoor media. This, they say, will provide advertisers with insight into consumer engagement with cross-screen campaigns, as well as into subsequent foot traffic driven to brick and mortar stores.

Jeremy Ozen (pictured), co-founder of Vistar Media, comments: '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.'

Following a soft launch, during which the firms tested measurement of pilot campaigns across seven verticals, OoH media effectiveness studies are now available for all campaigns across Vistar Media's platform.

Instantly changed its name from uSamp a month ago, and launched a new crowd-sourced insights tool called Product Watch, a week later.

Web sites: www.instant.ly and www.vistarmedia.com .