Ubimo and Kinetic Link for OOH Audience Data

Location intelligence tech company Ubimo has partnered with WPP's digital OOH ad network Kinetic, to provide real-time audience data for out-of-home campaigns.

Quoted on www.mediapost.com , Ubimo COO Gilad Amitai (pictured) says the new service gives marketers the ability to take the mass of online data already in their possession and target off-line ads on screens in locations from gas stations to airports - streamlining the process of identifying relevant consumer properties and nearby physical locations, based on target audiences from the digital realm. The partnership supports media planning and measurement for DOOH and OOH campaigns.

The partnership combines Ubimo's data based on foot traffic and controlled and exposed panel data with clients' own first-party data, allowing OOH to be integrated into a cross-channel campaign; and Kinetic to attribute increases in foot traffic to that element. The anonymised data comes from Ubimo's Polaris AI-powered enterprise platform, sourced monthly from around 130m Android and iOS devices.

Users can define POIs and audience types, rank those OOH properties which perform well and badly, and create and expand audience segments.

Web sites: www.ubimo.com and www.kineticww.com .