HERE Technologies [1], a global leader in mapping and location platform services, has announced a partnership that will create deeper market insights for out-of-home and digital out-of-home with Bentley Systems [2], a leading global provider of software and digital twin cloud services, and Geopath [3].
The partnership will extend the impact and efficiency of OOH and DOOH campaigns across roadside digital media by providing brands, marketers and agencies with greater context around the best locations and times to place ads.
Hervé Utheza, head of media, advertising and network operators at HERE told us “Our integrated partnership offers a greater understanding of location and patterns of movement for more effective OOH and DOOH advertising. Together, we will help brands and advertisers harness the power of DOOH to execute more efficient, measurable campaigns that reach the right audiences at the right locations. We are excited to build on our longstanding relationship with Citilabs, now part of Bentley Systems, to reach reputable players in the ad tech arena, and with Geopath, to help improve performance in the OOH and DOOH space.”
The solution in based on location intelligence from HERE. Bentley Systems leverages HERE traffic data, navigable attributes, road network information and maps in its Streetlytics solution, which provides insights into where, how, when and why people travel.
Steetlytics was developed by Citilabs, a smart mobility cloud company acquired by Bentley Systems in October 2019. Streetlytics pulls real information from billions of points of GPS, cellular, connected car, Bluetooth, ticketing, demographic and ground truth data to create the richest, most complete picture of a moving population.
Michael Clarke, senior director of mobility analytics at Bentley Systems said “Our partnership with HERE has been critical to our ability to deliver our truly revolutionary Streetlytics solution to Geopath and the DOOH industry. Today, the DOOH industry has a far broader and deeper knowledge of audiences, helping advertisers to attribute value to their advertising campaigns”.
Geopath uses Streetlytics in its Geopath Insights Suite, a ratings and audience location measurement platform enabling ad buyers in the DOOH/OOH industry to more precisely profile and target desired audiences, and engage those audiences across formats.