Vector Media LLC [1] of New York and Gimbal Inc. [2] of San Diego have announced a partnership that will upgrade Vector’s transit advertising network to incorporate proximity marketing services.
[3]Through this partnership, Gimbal, a key player in location and proximity-based mobile engagement, will now boast a transit advertising network to provide both geofencing and beacon technologies, enabling new targeting capabilities for Out-of-Home advertisers to use as part of their transit advertising campaigns.
The initial agreement will outfit 500 buses in Vector’s nationwide network with Gimbal beacons that will engage both riders and passersby within a 50-meter radius of the selected vehicles. The Gimbal solution will give Vector’s advertisers the ability to push relevant offers, discounts and messages to users within that radius who have opted in to Gimbal’s mobile application publisher ecosystem.
Gimbal’s complete solution including best in class analytics will also allow Vector Media to enhance the data and reporting already furnished by the Traffic Audit Bureau Out-of-Home Ratings. Through Gimbal’s geofencing and beacon technology, Vector will be able to provide first-party location data from opt-in mobile app users to show the conversion associated with campaigns.
Vector Media’s North American double-decker network includes tour vehicles in retail-heavy markets like New York, Chicago, Los Angeles, San Francisco, Las Vegas and Miami among others. With routes largely in highly trafficked areas, the network reaches not only a significant tourist audience but locals, as well. Vector’s buses travel through highly coveted areas like New York’s Wall Street and Beverly Hills.
Given Vector’s vast reach, Gimbal was considered by company management to be the perfect partner in that its leading mobile engagement solution is enabling new and unprecedented use cases in the Mobile OOH industry. With Gimbal’s platform, targeted and personal content that best meets the needs of local and visiting audiences alike will be delivered in a timely and strategic fashion. Whether a retailer, museum, liquor brand or financial institution, Vector’s broad spectrum advertisers will benefit from reaching consumers at the very time they are most likely to convert.
“This technology is incredibly powerful for our advertisers, allowing them to reach not only the right people at the right time, but at exactly the right place,” says Gary Greenstein, vice-president, Vector Media. “The broad app ecosystem will allow our advertisers to extend their OOH impact directly into the hands of their target audience with measurable ROI.”
“Gimbal is excited to partner with innovative media leaders like Vector Media to provide new ways to connect brands, mobile app audiences, transportation service and beacon-enabled assets,” says Ray Rotolo, senior vice-president of OOH assets for Gimbal. “These smart connections offer an attractive solution to advertisers looking to connect digitally with mobile users and measure the effectiveness of an engagement based on real-world behaviors using our industry-leading back-end data analytics.”
By bridging the digital and physical worlds, the Gimbal platform provides passive mobile engagement through Bluetooth Smart (Bluetooth Low Energy) beacons with support for both iOS and Android, along with advanced geofencing and analytics, unmatched security features and privacy controls. Gimbal has earned TRUSTe’s certification for consumer-controlled privacy, is a member of the Future of Privacy Forum and delivers industry-leading security via its secure software and transmissions.
This partnership is the second announced for Gimbal this week. Yesterday the company announced that it had partnered with do it outdoors media [4].