Vector Media [1] this week announced a strategic partnership with StreetMetrics, a leading independent, third party measurement and attribution provider for transit advertising media.
Vector CSO Jim MacCurtain told us “We are thrilled to partner with StreetMetrics on these new measurement and reporting tools. Transit Advertising has been a pillar of OOH advertising for decades but has been challenged by limitations on measuring moving vehicles. Through this partnership, that challenge is removed, and we will now be able to prove the strength of our assets in delivering ROI and audiences that help move our client’s businesses forward”.
We are told that the partnership will enable Vector to deliver clients with best-in-class campaign measurement and attribution insights at a level of scale and precision without precedent in transit advertising.
Vector and StreetMetrics will use technology that leverages real-time location data from vehicles and anonymized mobile devices, to measure the actual reach and impact of campaigns and include insights about the exposed audiences’ demographics and affinities. Clients will have the ability to digitally retarget their audiences and measure various forms of attribution, including website lift, brick-and-mortar visitation, and app downloads. This technology is a breakthrough in measuring transit advertising and is expected to affirm the strength of the medium. Thus far, StreetMetrics has measured over a dozen of Vector’s client campaigns, including on Vector’s new Digital Transit product, DDTVTM, enabling clients to understand reach, audience affinities and website lift directly attributable to their OOH spend with Vector.
Drew Jackson, Founder and CEO of StreetMetrics said Vector Media excels at connecting brands with their audiences by using impactful creativity. That’s why they’re the leader in transit and experiential media. With this partnership, Vector can now deliver the insights and tools brands need to verify that impact and stay connected with their audiences. We’re excited to support them and their agency partners with dedicated, independent measurement to ensure that the performance of every transit campaign is properly gauged.”
Vector Media was founded in 1998 and is a leading provider of transit advertising solutions, specializing in large and small format public and private transit opportunities as well as the creation of interactive brand experiences. The company’s current inventory is spread out over 60 US markets including each of the top 10 US DMAs and 28 of the top 50 US DMAs and includes over 30,000 advertising faces, comprised of municipal transit fleets, transit shelters, airport shuttles, and the only coast-to-coast double-decker advertising network in North America. Vector’s rapidly growing experiential division integrates the company’s Out-of-Home assets and other capabilities through the creation of dynamic brand experiences.