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08/20/2021

Catalina partnership connects out-of-home media to sales

Retailers can now gauge sales impact of OOH campaigns around its store brands.
Dan Ochwat
Executive Editor
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Catalina, the shopper intelligence and omnichannel media solutions provider, has introduced a way for retailers to measure the sales impact of their out-of-home media.

The St. Petersburg, Fla.-based company announced a first-of-its-kind partnership between itself and AdQuick, a Los Angeles-based OOH advertising platform that measures every kind of outdoor advertising. The two are providing a measurement product that gives insight into the sales impact of OOH media, as well as consumer behaviors of those exposed to the messaging across a wide range of investment levels, and retailers can leverage the tool to measure the impacts around their store brands.

"Retailers are increasingly using out of home to not only drive awareness of their private brands but also conversion by leveraging the growing OOH inventory in and around grocery stores,” Tiffany Southwell, VP, out-of-home media, Catalina, told Store Brands. “Catalina’s measurement enables retailers to understand the sales impact of their OOH campaign as well as which buyer groups drove those sales. These insights drive more efficient future OOH activations by using purchase-based audiences to identify inventory known to drive the most sales impact — and they allow retailers to better understand the role of OOH in the overall private brand media strategy."

Catalina’s partnership with AdQuick is an extension of its omnichannel presence, having built out partnerships with other media companies such Verizon Media, Cadent TV, iHeart Media, Samba TV, Starlite and more. 

Southwell said the concept of data-driven media activation and closed loop measurement is new to the OOH space, but growing. 

“Until recently, OOH targeting and measurement relied upon practices such as census-based demographics and footfall data to determine the ideal placement of media, as well as location-based foot traffic studies to estimate and measure the effectiveness of ad campaigns,” she said. “These methods don’t work for CPG advertisers since the demographic data fails to identify actual consumer purchase preferences for specific brands. Meanwhile location-based foot-traffic studies highlight when a consumer visited a grocery store but fails to inform whether a purchase of an advertised product is made.”

Added AdQuick CEO Matthew O’Connor, “AdQuick has continually pushed to make OOH easier to buy and more measurable. Integrating Catalina's real-time purchase data and shopper ID graph — which spans more than 103 million households and 1.9 billion device IDs — further accelerates the granular targeting and robust measurement we offer to our clients. CPG advertisers will now have the unique ability to reach their ideal audiences and measure true effectiveness with OOH media. This is a game-changer.”

AdQuick launched five years ago and partners with 1,100 media owners, assisting brands and agencies with end-to-end tools to improve OOH buying and giving the more than 98% of all available OOH inventory in the United States.