Tech deal aiming to keep track of target markets
A fast-growing outdoor advertising business is tapping into real-time traffic data, after signing an exclusive deal with a global data business.
Houghton based Smart Outdoor - which has a network of 300 screens across the UK-is now in partnership with tech business Data Jam, which will allow it to counts the number of passers-by at any given time.
The ‘Jam Boxes’ fitted to the firm’s screens enable the Smart Outdoor to more accurately count the audience in real-time – helping customers understand the true reach of their adverts and create more targeted campaigns.
Smart Outdoors – part of the Smart Media Group – is utilising the technology across a number of its large digital screens, including those at The Tyne Tunnel.
Mark Catterall, chief executive, said: “This is a brilliant partnership that represents a truly unique opportunity to understand the actual impact of the campaigns we deliver for clients.
“The ethos of all Smart Media Group businesses is to use accurate data to help us deliver the best possible value for money for our clients, and innovation such as this will achieve just that."
He added: “We're proud to have struck up a relationship with a hugely innovative global firm that will allow us to demonstrate to clients the return on investment for their campaigns, and we look forward to building on the early success of this partnership throughout 2022.”
This is the first time Data Jam’s Jam Boxes have been used in this way.
Arran Javed, founder of Data Jam, said: “We are excited to be working with such a forward-thinking company to give them and their clients a better understanding of the true numbers."
Mr Catterall added: “This really does build on our commitment to being the smartest possible provider of outdoor advertising, giving our customers rich data and insight that allows them to achieve the greatest possible advantage from their campaigns.”
Smart Outdoor, which is based at The Evolve Centre at Rainton Bridge, is one of five companies that are either fully or part-owned by Mr Catterall. The group also includes Smart Media, Smart Vision, Smart Communications and Smart Sanitiser