Horizon Launches OoH Audience Targeting Tool

In New York, data-driven marketing specialist Horizon Media has launched an Out-of-Home (OoH) audience targeting platform called AMP, fuelled by crowd analytics technology called Mira.

AMP is powered by data on inventory, audience behaviour and competitors, plus targeting and first party client data. To support the launch, Horizon has partnered with OoH not-for-profit body Geopath (formerly known as the Traffic Audit Bureau), whose inventory data will be overlaid on numerous audience data sources to target specific audiences.

Horizon is also investing an undisclosed sum in OoH audience data platform Mira, to combine AMP with real-time audience metrics. Mira builds a geospatial overlay of audience behavior and interests by analyzing billions of real-time location events each day. AMP dynamically extracts this data, providing users with the most appropriate areas to reach the highest concentration of target audiences. Mira can also tailor digital OoH screens in real-time, based on nearby mobile audiences.

Jill Nickerson (pictured), SVP, Out-of-Home, Horizon Media, explains: 'There wasn't a third-party tool that satisfied our data and automation needs, so we created AMP, a sophisticated, data-driven OoH planning tool that has quickly streamlined our planning and buying process; leveraging audience, location and first-party client data. The tool also allows our teams to use the same audience profile data set as other investment groups within the agency, making audience targeted investments universal across those channels'.

Web sites: www.horizonmedia.com , https://mira.co/ and www.geopath.org .