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Outfront Media debuts analytics system
By Adnews Staff
Outfront Media has introduced a new out-of-home media analytics system in Canada. The service is being operated through an exclusive Canadian agreement with cellular communications company Cellint. It is intended to provide anonymously aggregated data about consumers passing by Outfront's digital billboard locations in various Canadian markets. The system also provides hourly impression numbers and percentages for unique and repeat impressions. The data collection is being managed by Manifold Data Mining.
"Our relationships with Cellint and Manifold are hugely advantageous to Outfront Media Canada and demonstrate our commitment to the advancement of our digital assets and technological offerings in Canada," said Michele Erskine, Canadian CEO of Outfront Media. "We are the first out-of-home company in Canada to use data to define audiences reached by our digital assets versus those living around them, which is the current industry standard. These line-of-sight analytics can provide advertisers with better targeting and a more robust understanding of the geographical reach of a single digital billboard location or grouping of locations."