• by Erik Sass  @eriksass1, November 26, 2013

More and more outdoor advertising companies are incorporating data about mobile usage into their media planning resources. That allows advertising clients to create campaigns that combine outdoor and mobile elements to reach consumers on the go, and measure the effects of outdoor advertising through mobile channels.

In the latest such development, Posterscope’s U.K. operation has signed a deal for mobile network usage data from EE (Everything Everywhere), the largest mobile network operator in Britain.
 
The Posterscope-EE deal includes anonymized data on consumer movements and location-based digital behaviors, including how, when, and where mobile devices are used in relation to outdoor media, and what mobile Web sites and mobile apps people visit on their smartphones.

Agency planners can use the data to measure the effect of out-of-home media at specific locations and determine journey patterns, as well as places of residence, work and leisure activity visited by particular audiences, per the demographic data.
 
The new data will be incorporated into Posterscope’s “Planner” app, an operating system that processes large volumes of audience data to optimize outdoor campaigns.
 
This is Posterscope’s second mobile tie-up in as many months. In October, Posterscope’s U.S. operation unveiled a partnership with xAd that allows advertisers to use xAd’s location data and “SmartFencing” (geofencing) capability to target mobile users in the vicinity of a Posterscope ad with additional ad messages, promotions and directions to a nearby store.

Advertisers can also use xAd’s audience data to focus on the most likely consumers. The partners then measure the actual impact of the ad messages through xAd’s Store Visitation Lift product.
 
Separately, Verve Mobile formed a strategic partnership with Vistar Media, which operates over 100,000 digital screens across the U.S., to create a multiscreen, location-based marketing platform. The deal gives Vistar access to location data drawn from Verve’s mobile ad platform, which will enable advertisers to deliver complementary video ad messages to consumers via multiple screens, with DOOH displays reinforcing mobile and vice versa. The partners are offering multiscreen geofencing and location-based audience buying .