Adams Outdoor Partners with AdMobilize

Miami-based AdMobilize, developers of an app that provides real-time analytics on both vehicle and pedestrian traffic for out-of-home media companies and retailers, is partnering with Roswell, Georgia-based Adams + Fairway Outdoor Advertising, an out-of-home advertising company.

The companies are teaming up to test real-time vehicle data and analytics for digital billboards across selected U.S. markets.

AdMobilize has developed a scalable vehicle detection technology that provides real-time data on traffic counts, speed, make and model of vehicle, etc. Adams Outdoor has more than 26,000 billboards that serve some of the largest advertisers in the nation. The point of the partnership is to connect those advertisers with that real-time data AdMobilize will gather.

“This technology provides many new opportunities for agencies/brands to truly take advantage of the outdoor medium with real-time, verifiable data directly from the billboard,” says Mike Neel, vice president of sales and marketing for AdMobilize.

AdMobilize technology currently runs in 17 countries and licenses vehicle detection to clients in Brazil, Peru, Chile, UK and the United States.

Yesterday AdQuick.com launched an online marketplace for buying and selling out of home advertising.  The AdQuick founding team is made up of Silicon Valley techies. Insider interviewed AdQuick’s co-founder and CEO Matt O’Connor about the company.  Prior to founding AdQuick, O’Connor worked for Amazon and Instacart. The founding team comes from Yammer/Microsoft, McKinsey, and Breeze. Matt has a BA from Notre Dame and an MBA from University of Virginia’s Darden School.

I first encountered the outdoor space in 2010 when I wanted to buy an ad for a start-up I was working on. The time and number of phone calls and emails it took to get inventory information really surprised me. Five years later in 2015, while working on the Instacart expansion team, we encountered similar problems in the tedious process of finding available inventory. Because of this, we ended up spending it on digital ads instead of OOH, because that channel was easier to execute and had great analytics to track performance.

So, I decided to start AdQuick to help provide a solution to those issues.

You can plan the greatest picnic ever, with all the best food and the finest silverware, but a sudden storm can still turn it into a disaster unless you have rented a shelter. The same goes with any type of outdoor digital deployment such as kiosks or digital signage. Unless you weatherproof your digital signage deployment, you will have to pay for more than soggy food at a picnic.

Jeff Hastings, CEO of Brightsign identifies the primary weather related challenges to signage as “UV damage, extreme temperatures and precipitation.” Other factors such as dust and humidity can also damage your outdoor display.

This week’s Video of the Week has actually been featured in Sign & Digital Graphics before, although not in such visual fashion. As the man says, when you’re putting up a billboard in New York City’s Times Square, “you have to go big if you want to get noticed.”

DOOH Campaign Targets Older Cars and Gas Guzzlers
Using Vehicle Recognition Technology

UNITED KINGDOM – A new DOOH campaign for Hyundai makes use of Vehicle Recognition Technology to serve content based on a vehicles’ high CO2 emissions. The DOOH campaign, developed by Havas Media, Innocean Worldwide and Ocean, supports the launch of the Hyundai IONIQ, Hyundai’s first dedicated eco-friendly model.

Using Ocean Outdoor’s vehicle recognition technology, the each outdoor location can recognize when drivers of gas guzzling SUVs, rival hybrids, or competitive automobiles that are older than five years are passing in the vicinity and serves them with personalized messages.

Vehicle Recognition Technology uses cameras positioned at digital out-of-home (DOOH) sites located at London’s Holland Park and in Newcastle facing stationary traffic to identify the make, model and color of stationary vehicles from their number plates and then serves the driver and passengers content which is based on specific audience demographics and data relevant to that vehicle.