Taptap Digital, the leading multinational programmatic ad tech company powered by geospatial intelligence, has launched new attribution measurement for DOOH campaigns. The new system will support Taptap's already robust DOOH solution, which is used by global brands like Dior, Adidas, Dyson and Samsung. With this technology, advertisers and agencies will be able to measure store visits driven by their out of home campaigns to better understand the impact of this channel.
Taptap has designed a methodology that achieves more scale and higher accuracy than the standard solution as it is based in its geospatial intelligence technology, and does not rely purely on individual data. Screens in the Sonata platform can be strategically grouped according to their affinity to a particular audience or contextual target and have custom campaign settings (like budget, pacing and creative), allowing DOOH advertisers to see how different screen strategies impact overall store visits.
Attributing performance to any media channel is a challenge, especially as we increasingly lose individual identifiers, especially for mediums like DOOH. This is precisely the problem Taptap’s solution aims to solve. Traditional methodologies that rely entirely on counting the IDs that have seen campaigns and then headed to stores cannot capture the entire audience (or every person) who saw the campaign and visited a store. The market penetration of these providers, usually via an SDK in mobile apps, is neither expansive nor diverse enough.
Tracking visits driven to stores with multiple attribution zones (in red) from high and medium affinity screens (blue and yellow respectively) in London
Given this reality, the company’s solution takes the best of both worlds and uses predictive models based on deterministic data and supplemented by geospatial data inputs. As the power of any model lies in the strength of the data that feeds it, these models capture inputs that directly influence campaign exposure and store visits - including population mobility, point of interest and screen analysis, the traditional coverage curve of outdoor campaigns among many others. The Sonata platform uniquely fuses these and other data sources to measure store visits, achieving scale and protecting privacy by design.
Alvaro Mayol, partner and chief product & technology officer at Taptap, says, “our DOOH attribution will give advertisers results they can rely on and scale. Our product team has built a model designed exclusively for DOOH campaigns, pulling in relevant contextual data sets and DOOH variables like the bid multiplier. We are excited to introduce this measurement tool to our programmatic DOOH solution which is truly unique on the market. In this way, our partners and clients can not only measure the impact of their one to one campaigns, but their full omnichannel efforts, which include DOOH more and more.”