When the billboard makes the cash register ring: Adsquare and ADITION technologies optimize visitor flows and sales potential for retailers with programmatic digital outdoor advertising

Berlin, July 23, 2020. Adsquare, leading marketplace operator for mobile data, and ADITION technologies, provider of the omnichannel DSP Active Agent, are giving digital out-of-home (DOoH) advertising a new performance boost. With the integration of comprehensive consumer movement data from Adsquare into the programmatic Active Agent booking platform, digital out-of-home advertising (DOoH) can not only be measured and controlled automatically and based on data from the screen to the till receipt, but the specific visitor uplift of a DOoH campaign in a store can also be determined directly in a DSP for the first time.

The “Footfall Measurement”, which is initially available in Germany and will also be available for the Swiss market in the future, enables the recording and analysis of visitor flows to make the advertising impact of DOoH campaigns transparent from advertising contact on the screen to conversion in the store and to systematically optimize them. The two partners are thus also providing an important building block for the cross-media ROI calculation demanded by the advertising industry.

In addition to the “screen visits” (number of people who have had advertising contact with defined screens) and the “converted screen visits” (number of store visits by users who have had advertising contact with defined screens), the solution’s performance values determined for each campaign on the basis of the booked locations (screens and stores) primarily include the “visitation uplift” based on a control group. It describes the increase in store visits generated by a DOoH campaign. Active Agent is therefore currently the only DSP in the German-speaking market that maps this KPI and makes it available together with the others directly in the booking platform for real-time campaign optimization.

Michael Schlüter, VP Product and Platform Partnerships at Adsquare, explains: “The use of accurate and privacy-compliant information makes it possible to make data-driven decisions about the optimal targeting of DOoH campaigns in public spaces. For advertisers, it is much more effective to reach people who are also interested in the products or services being advertised.”

Robert Sagebaum, Director Programmatic Operations at Kinetic Worldwide, says: “In particular, it is the survey of store visits in combination with real-time uplift calculations that convince us and will help us to target digital outdoor advertising even more efficiently for our customers.”

And Daniel Dagehus, CPO ADITION technologies, emphasizes: “The Active Agent DSP is one of the most powerful programmatic booking platforms for DOoH campaigns – standalone or embedded in programmatic cross-media campaigns. The expansion of our cooperation with Adsquare and the integration of Footfall Measurement underlines our strategy of providing our customers with a broad portfolio of high-quality control options for high-performance programmatic marketing. We are convinced that the associated performance verification and optimization options will provide advertisers with important planning security, especially in the current situation.”