Rapport Goes 'Live,' Makes Digital Out-of-Home Campaign Reporting Real-Time

by Joe Mandese @mp_joemandese, April 29, 2021

One of digital out-of-home media's biggest selling points is the real-time capability of dynamically placing and updating the advertising it serves.

Now, thanks to a partnership with a digital advertising monitoring service, IPG Mediabrands' Rapport unit is making the accountability of its clients' campaigns real-time, too.

The new offering, dubbed "Rapport Live," initially is available to clients in the U.S., and will enable them to monitor and adjust for digital out-of-home campaign delivery in real-time to ensure delivery of their marketing goals while in-flight, not after the fact.

The "platform provides a layer of transparency to our reporting, whilst also streamlining the content delivery process, ensuring the successful delivery of our clients' digital out-of-home campaigns," Rapport U.S. President Chris Olsen said in a statement announcing the deal.

The platform, which is powered by real-time, digital out-of-home monitoring service UniLED, features a real-time dashboard enabling planners and clients to access campaign delivery data 24/7 on every screen and location covered.

ad campaign, advertising, digital, digital-out-of-home, dynamic, real-time

3 comments about "Rapport Goes 'Live,' Makes Digital Out-of-Home Campaign Reporting Real-Time".

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John Grono from GAP Research, April 29, 2021 at 5:41 p.m.
In the phrase "monitor and adjust for digital out-of-home campaign delivery in real-time", what does the key word "delivery' refer to?

Is it that the delivery of the CREATIVE appeared on the right panel at the right time with the right rotations and the right number of postings? Or does it imply that it is the delivery of AUDIENCE that saw the advertising panel? If so, how?
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Ed Papazian from Media Dynamics Inc, April 29, 2021 at 7:09 p.m.

John, it will be interesting to see what Joe comes up with from these folks in answer to your question. As a guess, I think it's probably an ongoing count of car or vehicle traffic augmented by the application of "ad exposure" estimates---in GRPs or "impressions" based on general eye camera findings. These probably indicate that 50-60% of those in the vehicles look at standard outdoor 30-sheet posters for a few seconds as they pass by. Just a guess, mind you.

Tony Jarvis from Olympic Media Consultancy, May 4, 2021 at 12:11 p.m.

Ed & John: As I understand it, John is correct. This is what we used to call a "Proof of Performance" accountability system. The twist for DOOH is that it reports in real time which ensures that creative changes requested of the DOOH sellers by Rapport on behalf of its clients run where and when they are specified. It essentially provides the equivalent of the so called, "viewable impressions" for each piece of creative in every location with a time stamp. As such it reports ads rendered but has nothing to do with the delivery of the target audience or delivery of exposure to the creative message. If this is incorrect, I am sure Chris Olsen at Rapport will provide insights.