The offering brings a new level of near real-time performance to DOOH and omnichannel campaigns.
This week, Yahoo announced In-Flight Sales Analysis for digital out-of-home ads. This allows advertisers to measure sales lift from DOOH campaigns, including online and in-store sales, which in turn can help marketers in optimizing DOOH campaigns, and potentially omnichannel campaigns that include DOOH, in near real-time.
The new capabilities come from integrations with Epsilon, Catalina, IRI and NCSolutions.
Yahoo already offers In-Flight Sales Analysis for video, display, CTV, audio and other channels. To provide the same level of offline and digital sales measurement from DOOH ads, Yahoo uses mobile location data to predict exposed devices. Data providers’ purchase data is then matched with the exposed devices to show a customer’s journey from ad to purchase.
Why we care. The Yahoo DSP (formerly Verizon Media) has demonstrated the advantage of a large network for marketers looking to control and optimize omnichannel campaign performance in near real-time. This move leverages DOOH, which has undergone a digital transformation over the last two years. Performance, in this case, means lower-funnel activation for DOOH ads, which has been previously hard to measure.
Using sales data from IRI, for instance, CPG brands will be able to see if a bus shelter ad sends shoppers to a grocery store for their product. Integrating this into an omnichannel campaign will engage consumers who look up from their phone screens to navigate roads and sidewalks.
The post Yahoo introduces In-Flight Sales Analysis for digital out-of-home appeared first on MarTech.
MarTechAbout The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
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