The company also sees the tool as a product to promote synchronization of ads on smartphones along the paths
HYPR is launching a resource to help measure the impact of advertising actions in out of home media, and help brands to have more transparency when attributing results. The company also sees the tool as a product to foster synchronized conversations, with the delivery of ads on smartphones, along the OOH roadmaps.
The solution was created as a data management platform (DMP) and tracks the paths of street furniture to provide indicators such as website visitors, revenue and orders from partners such as marketplaces. As the objective is to work with the advertisers’ marketing teams, the company’s strategy is to use information on the location of points from OOH companies such as Eletromidia and JCDecaux to understand how people react to each advertising stimulus.
“We believe that our delivery offers a step up from the measurement options that currently exist. The objective of the initial projects is exactly to validate the application of this database to optimize the investment in outdoor media and the initial results are very promising”, explains Adrian Ferguson, co-founder of HYPR.
To test the product, which has been in development for nine months, the company has worked with financial and consumer goods market advertisers and has chosen those with high investment in OOH media, digital maturity, an appetite for innovation and a need for justify investments in linear marketing.
Among the clients are L’Oreal and Itaú, for whom HYPR has mapped 480 OOH points, in Fortaleza, Ceará. It obtained data that showed that one of the contracted OOH companies achieved, on average, an engagement 15% higher than the competitors.
According to Ferguson, the company currently works with a panel of more than 26 million mobile devices throughout Brazil. Asked about the increase in the base, considering that Brazil has more than 250 million active smartphones, according to the latest data from Anatel (National Telecommunications Agency), the executive said he sees some ways to move forward with the solution.
“As we opted for an open architecture, we find it easy to explore collaboration models with players such as digital marketplaces. In addition, our commitment is to collaborate with our clients’ analytics and data science areas to calibrate and evolve the models together”, he added.