TOAD - innovation in outdoor advertising
by Startacus Admin
How one startup, TOAD, is using data to help media buyers select the right outdoor advertising for their brands...
We’ve written before about startups using technology like beacons and bluetooth and facial recognition and so on for the purposes of advertising. Advertisers have to up their game continually to stay relevant so that their marketing efforts don’t get ignored. People aren’t as easily led by advertising as we used to be, and we tune it out, add it to spam lists, use ad blockers, install paper shredders underneath our letterboxes, and employ all sorts of methods to avoid being advertised to in any capacity. But this is, of course, bad for business, and so the methods to make advertising as impactful as possible need to change and improve. And with them, the methods for finding those methods need to simplify.
Enter TOAD. Not of Toad Hall, but of London. And instead of an interest in motorcars (yes, continuing the incredibly relevant and contemporary reference), they are interested in consolidating all of the UK's outdoor advertising locations and layering it with geo-spatial audience data. See the difference?
Audiences on the go are some of the best to advertise to, because they are energised, already out and about near shops, possibly already in a shopping mood, and so quite possibly more open to advertising. Outdoor advertising (or Out Of Home, or OOH), provides a wide range of opportunities for different kinds of advertising; however, such a wide range means a vast sea of advertising suppliers to wade through to find the one that’s for you.
TOAD has combined half a million sites across 70 formats and 60 media owners and layered it with audience, traffic, and travel data, allowing you to easily search for the best formats and value, as well as the right locations to reach your target audience.
The time-consuming nature and complexity of planning and purchasing the right OOH advertising necessitates a platform like TOAD. Simply establish your budget, target audience, and objectives, and TOAD will locate your customers and determine which sites will reach them, and booking is completed through them. Quick and simple, but powerful.
So if you hope to entice your audience with some fancy, futuristic advertising, or with a nice, simple billboard, go badger TOAD (still running with it).
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Published on: 7th July 2019
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