Strategic Relationship to Deliver Out of Home Audience Measurement Service to Provide Publishers a Deeper Understanding of Audience Reach and Advertisers the Intelligence Needed for More Effective Media Planning.
Kinetic, leading specialist in out of home brand building, released past March 5th, the first OoH data to deliver to the Thailand market. The study is powered by CUENDE Infometrics, leader in measuring the out of home world.
Past March 5th, Kinetic Thailand released the new study OoH Audiences, powered by CUENDE. The launch event, with more than 150 attendees and hosted by Anchalee Yupamake, Kinetic Bangkok CEO, was supported by prominent figures of the industry as Daniel Cuende, Research & Development Director at CUENDE and Gideon Adey, Audience Activation Director at Kinetic Worldwide.
Specifically designed to meet the unique demands of the OoH advertising world, the offering will combine the know-how of Kinetic, a Branding Agency, with the CUENDE´s power calculating hybrid audience measurement in a complex media with specific nuances, as physical and locational, that cannot be switched off, skipped or blocked. The results will help provide publishers and advertisers frequency and reach tracking, with a unified and comprehensive view of OoH audiences.
Two of the keys to implementing a successful this marketing initiative are the deep media and advertisers knowledge and the ability to measure and analyze OoH marketing performance, capturing accurate views of audience reach merging multiple information sources (satellite images, telephone data and surveys) and applying patented visibility algorithms, providing more consistent and more comprehensive standard advertisement market metrics which lets publishers and advertisers comparison among media.
This strategic service blends these two strengths in a way to create a unified and powerful approach for audience measurement and its settlement in the Thailand market.
This is a valuable service because is designed to enable publishers to represent themselves in a more comprehensive manner to advertisers, and for advertisers to better optimize their media planning with the benefit of more extensive media reach data. The service will give advertisers a more exact measurement of who is seeing their ads, which may encourage them to shift spend towards OoH.
“We are excited to join forces with Kinetic, a leader in innovation in the brand building and to bring this solution to the Asian market,” said Mr Daniel Cuende, CUENDE R&D Director. “ This relationship will deliver to customers the solution that they have been seeking, thus helping to promote and accelerate the usage of Out of Home marketing intelligence for delivering actionable business results and competitive advantage.”
“Since the rise of OoH advertising, advertisers and publishers alike have sought ways to reconcile their strategies around the data to establish a more solid and credible market. This can be possible thanks to creating a currency recognized by all the agents involved,” said Anchalee Yupamake, Kinetic Bangkok CEO.