Accretive Media launches Accretive Connect to combine the prowess of pDOOH and CTV advertising
Digital out-of-home (DOOH) advertising company, Accretive Media launched a new solution yesterday to enable sequential messaging between programmatic DOOH and connected TV (CTV) advertising, opening the door for brands and agencies to easily engage consumers both inside and outside of their homes. Accretive Connect identifies consumers exposed to advertising across Accretive Media’s DOOH screens and reinforces the messages seen out-of-home on consumers’ connected TVs at home, resulting in a highly coordinated brand story across formats that maximizes advertising impact and effectiveness.
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“We are excited to be the first solution on the market to couple these powerful formats and make them work better together for brands,†said Craig Benner, Founder and CEO of Accretive Media. “Accretive Connect will allow brands to intelligently display their message across big beautiful DOOH screens and then use format sequencing to amplify that same message to those same consumers with sight, sound and motion in the comfort of their homes on another large, emotive screen – the connected television. The goal of every marketer is to tell a meaningful story with their advertising, and Accretive Connect goes a long way in achieving that goal.â€
The coordination of these specific formats in this sequence is designed to dramatically increase the recall and response rates of consumers exposed. Similar to DOOH and mobile retargeting, brands will identify the specific audience they are looking to reach. From there, Accretive Connect will reach that audience on a defined group of Accretive’s US DOOH screens, then capture and retarget those consumers in their own homes using immersive video on their smart TVs and/or streaming devices.
To help measure campaign success, Accretive Media will offer its Accretive Outcomesâ„¢ suite of reporting, including analytics related to web traffic, online/offline sales, foot traffic, brand studies, and other custom key metrics to ensure that brands and agencies are getting the most from their ad spend.
What Does This Mean for Advertisers?
Amid a resurgence in OOH investments and new digital technologies, attribution still remains a key challenge for the channel. Brands are often clueless about just how many people actually saw an ad and what, if any, impact it had on the viewer.
As marketing budgets come under pressure amid depressed consumer demand and health and safety concerns, measurement is imperative for DOOH advertising success. Accretive Connect will make DOOH investment rationalizations easy for marketing leaders. After all, measuring and attributing OOH exposure should be as easy as measuring display or search.
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With brands exploring new ways to better understand audiences and foot traffic, we could expect to see more DOOH vendors work to develop their own measurement offering. Whether it’s tracking footfall into specific locations based on opt-in anonymized data or mobile retargeting, behavioral marketing will be key.
As people get back to work and stay-at-home rules are relaxed, it will be interesting to see how the DOOH industry reacts to shifting customer behaviors and leverages technological innovations to promote a resurgence in demand.