US-based Neustar partners Captivate to transform DOOH with advanced audience segmentation, targeting
By Rajiv Raghunath - April 20, 2022
Brands and agencies can now more effectively leverage Neustar’s leading identity resolution and consumer data assets to improve marketing outcomes
US-based Neustar that offers industry-leading solutions in marketing, risk and communications that connect data on people, devices and locations, has announced a partnership with Captivate LLC, North America’s leading DOOH video network, to help improve and expand Captivate’s audience segmentation and targeting capabilities, to drive higher rates of brand advertising recall and consumer engagement.
Brand clients can now seamlessly identify and reach high-value audiences across Captivate’s network of more than 23,000 high-resolution displays in over 1,900 premier office and residential buildings and golf courses across the US. By leveraging Element One, Neustar’s proprietary audience segmentation platform, brands can activate against audience insights capabilities through Neustar’s industry-leading data and machine learning solutions. Additional benefits also include:
- Ability to serve targeted ad impressions across the Captivate network
- Incorporate first and third-party data into their DOOH media planning process
- Align Captivate locations with their target audiences
“We are thrilled to partner with Captivate, one of the leaders in the fast-growing digital-out-of-home market, to enable their clients to better find and reach audiences across their network,” said Michael Schoen, EVP, Marketing Solutions, Neustar. “Our advanced data and audience segmentation capabilities will help Captivate improve business outcomes for their clients.”
Through the partnership, improved audience targeting, combined with programmatic activation capabilities, will result in better campaign performance and more efficient spending for brands looking to optimize their digital-out-of-home advertising dollars.
“Accurate audience data is critical in building the right inventory for our clients, and our partnership with Neustar amplifies this capability,” said Lorenzo Papa, Chief Revenue Officer at Captivate. “With this improved level of targeting, built on deterministic data, we can now discover hard-to-reach audiences that can’t be identified based on location data alone.”