A start-up based in San Francisco launches Thursday a new platform that combines the contextual targeting of mobile signal signs to digital out-of-home (DOOH).
Outdoor moving panels "aware of the situation". Firefly installed digital billboards on hundreds of taxis and other rental vehicles such as Lyft or Uber during its multi-month beta phase in Los Angeles and San Francisco. Roof panels receive ads via 4G and 4G LTE cellular transmission, which Kaan Gunay, founder and CEO, described as "situation aware," with location-based targeting time, population, weather conditions or other contextual data.
While this type of targeting has become commonplace for ads on smartphones or tablets, it is just starting to appear as digital signage. Gunay said his company was the first to place a large number of geo-targeted displays on automotive services, with a granularity of up to one block.
Use case, driver income. For example, he cited Brex, a startup-oriented credit card that advertised when vehicles were near neighborhoods with many new businesses. You can also display an advertisement for Sam's Club when cars are near this retailer, as shown in the image above.
Firefly limits the density of ads to eight different types of ads on all vehicles in a given location, such as a block, and each ad (static or video) is served for up to eight seconds.
Rates are based on CPM, and a percentage of the revenue goes to the driver in most cases, Firefly said. According to Mr. Gunay, the typical driver can earn an average of $ 300 per month through ads.
Connections between the community. In addition to helping drivers, Firefly boasts of its other community services. Ten percent of advertising inventory is reserved for free advertising sites by government or non-profit agencies, and ten percent is reserved for local businesses, sometimes at preferential rates. Air sensors accompany the panels, providing data on air quality that Firefly provides freely to the Clean Air Coalition.
Gunay said that there were no statistics yet to determine whether this type of targeted and mobile advertising for DOOHs worked better than other types of outdoor marketing. A deployment in New York is planned for the beginning of next year, followed by other US cities.
Why you should care While outdoor digital panels replace static panels, the DOOH platform is rapidly becoming an integrated part of the digital advertising ecosystem. For many side platforms on demand, DOOH has become another channel.
With deployments such as Firefly, DOOH mobile signage is becoming a form of additional mobile advertising, with the difference that it rests on the roof, rather than on the hand or wrist.
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About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.