OUTFRONT Media Inc. (NYSE: OUT) announced today that its Canadian business launched an out-of-home analytics platform in Canada.
The platform is powered by national cellular network data and technology under an exclusive Canadian agreement with Cellint, and provides anonymously aggregated analytical data of consumers passing directionally by OUTFRONT’s digital billboard locations in key Canadian markets, under an agreement with Manifold Data Mining Inc. The platform also provides hourly impression numbers for these billboards, as well as the percentage of unique and repeat impressions.
“Our relationships with Cellint and Manifold are hugely advantageous to OUTFRONT Media Canada and demonstrate our commitment to the advancement of our digital assets and technological offerings in Canada. We are the first out-of-home company in Canada to use data to define audiences reached by our digital assets versus those living around them, which is the current industry standard. These true line-of-sight analytics can provide advertisers with better targeting and a more robust understanding of the geographical reach of a single digital billboard location or grouping of locations,” said Michele Erskine, CEO – Canada.