Quorum Brings Breakthrough Insights and Analysis to OOH, Causing Brands to Rethink Advertising Budgets and Strategies
NEW YORK, February 18, 2020 – DPAA, the leading global organization for all advertising and content outside the home, announced that location data science company Quorum has joined the association. Quorum is leading the charge to elevate the value of OOH by bringing the analytics and optimization capabilities of online advertising into the physical outdoor advertising space.
Now, marketers of any scale can uniformly track ROI, evaluate performance and optimize specific billboard locations and creative in real time, leveling the playing field for OOH advertising. Quorum’s solution also generates mobile audiences of consumers who have been exposed to outdoor media, making it easier than ever before to synchronize OOH, mobile and social media advertising creative for greater brand power.
Ezra Doty, Quorum CEO and co-founder, said, “While growing fast, OOH is still extremely undervalued. When advertisers begin to see their return on investment first-hand, and experience the ability to manage the out-of-home channel against specific KPI’s, the shift of dollars will be faster than analysts have predicted. At the same time, pricing of OOH advertising space is likely to increase substantially. We look forward to working with DPAA and its members to help grow out-of-home’s market share and awareness as a medium that is a powerhouse for influencing consumer purchase behavior.”
According to Quorum, advertisers are already receiving great value from billboards – they simply don’t know it because a platform that delivers consistent metrics hasn’t existed until now. Likewise, now that execution has gotten much easier, the practice of delivering coordinated messaging across physical and mobile channels will become mainstream.
Barry Frey, DPAA President and CEO, said, “It is a well-established fact that combining mobile with out-of-home generates significant increases in store visits, which puts Quorum at the heart of helping brands connect with, and influence, on-the-go consumers. I welcome them to our community of members.”
DPAA is the global, out-of-home marketing association that has created a strong community environment in which members drive and promote their digital capabilities. To deliver on their promise of “Digital Out of Home Everything,” DPAA functions as a business accelerator and concierge/consultant for members. Membership in the DPAA community brings many benefits, including admission to quarterly “mini summit” meetings with ad industry and DOOH leaders; access to curated VIP tours and meetings at CES and Cannes Lions; an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification; publication discounts; an opportunity to participate in media partnerships; insights on software and hardware solutions; further integration into the advertising ecosystem as part of the video everywhere conversation and marketing campaign; and more.
DPAA’s annual Video Everywhere Summit (U.S.) brings together nearly 900 delegates representing brands, agencies, digital out-of-home networks, ad tech, mobile and location data companies, research firms and others for a full day of presentations, panels, case studies, networking events and experiential exhibits. The Summit is the largest full-day event dedicated to omnichannel marketing. The 2020 Video Everywhere Summit will be held this fall in New York.
In 2018, DPAA launched WE.DOOH™ (Women’s Empowerment for the Digital Out-of-Home Industry), an initiative designed to aid and empower women in the digital out-of-home industry. The initiative provides a wide range of activities, including personal development programs, educational webinars, networking events and other support services.
About Quorum (www.quorumoutdoor.com)
Quorum is an out-of-home (OOH) advertising solution that brings together multiple media channels, technologies and outdoor operators to help brands better connect with consumers in motion. Quorum provides advertisers mobile ad retargeting following consumer engagements with OOH and store locations, OOH performance analytics, OOH location and creative testing, and predictive OOH campaign performance across all OOH operators and platforms.
About DPAA (www.dpaaglobal.com)
Founded in 2006, DPAA is the leading global organization for all advertising and content outside the home. DPAA has created a strong community environment in which members drive and promote their digital capabilities. DPAA is a business accelerator that fosters collaboration between agencies and the DOOH community, providing industry-wide research and best practices in areas such as mobile integration and programmatic; and promotes the effectiveness of DOOH advertising. DPAA has spearheaded programmatic development, standards and adoption for the DOOH industry.
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Barry Frey on Twitter: @barryfrey
DPAA CONTACT
Mark Braff
Braff Communications LLC
201-612-0707
mbraff@braffcommunications.com