DOOH Audience Planning Tool Combines Location and Consumer Data with Browsing Behaviour, Enhances Targeting and Measurement Capabilities
TORONTO, January 27, 2021 — Captivate, North America’s leading location-based digital video network, has formed a strategic partnership with MiQ, a global programmatic media partner, to deepen Captivate’s audience targeting and measurement capabilities. This opportunity fills an addressability gap within the DOOH industry in Canada by combining mobile location and consumer data with website browsing behaviour via a customized self-serve planning tool. This will ultimately enable more effective campaigns for advertisers.
Captivate and MiQ’s forward-thinking partnership allows a DOOH media owner to have direct on-demand access to consumer profile attributes across an entire network. This, as well as streamlined mobile enhancement and attribution measurement, will continue to power strong alignment with an advertisers’ strategic objectives.
“As advertisers look to deepen their consumer relationships, we’re excited to partner with MiQ to provide a turnkey solution that reinforces brand messaging and drives action,” said Barb Huggett, General Manager at Captivate Canada. “By utilizing this scale of targeting, we can now identify valuable, hard-to-reach B2B & B2C audiences and take measurement to a new, deeper level.”
As the line between work and home continues to blur, upscale consumers are completing personal and professional tasks across multiple devices during moments of work, live and play. This alliance provides Captivate’s advertising partners with more pointed exposure — targeting campaigns based on consumer activity across offline and online touchpoints.
“This partnership bridges the power of geolocation data with online activity data to provide marketers an accurate picture of their DOOH audience, while helping eliminate wastage and inform strategies,” said Jason Furlano, SVP of Commercial, MiQ. “Today’s definition of OOH, ironically, doesn’t always mean outdoors. High traffic areas still exist, and this partnership helps to better segment these areas for relevant and meaningful messaging.”
For nearly 25 years, Captivate has been the leading location-based digital video office network. Known for its vast network of elevator and large format displays throughout North America, Captivate engages millions of modern professionals with timely news, actionable information and relevant advertising placement. Captivate is now leveraging this expertise beyond the office and extending its reach to valuable audiences where they work, live and play. Whether it’s at home or in a ridesharing vehicle, Captivate continues to deliver a premium, brand safe advertising experience in a 100% viewable and fraud free captive environment. Learn more at captivate.ca
We’re MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business-problem-solving things for our clients. We’re experts in data science, analytics and programmatic trading, and we’re always ready to react and solve challenges quickly, to make sure you’re always spending your media investments on the right things in the right places.
Headquartered in London, MiQ has offices across North America, Europe and Asia Pacific. We work with the world’s leading brands and media agencies such as Marriott, Dell, Mercedes, Microsoft, GroupM, Dentsu Aegis and IPG. We were named 4th in The Sunday Times International Track 200 for 2019, the Fastest Growing Tech Company of the Year at the 2017 Stevie Awards and awarded Most Effective Use of Data at The Drum’s Digital Trading Awards USA 2017. MiQ operates globally from 18 offices located in North America, Europe and APAC. You can find out more here: wearemiq.com