It can be scary for marketers to put the first foot down in the vast landscape of Digital Out-of-Home Ad Networks. Helping brands make large strides in the space is Adcentricity, an aggregator of DOOH Networks, that adds a level of human know-how to strategic campaigns. Now, the company has developed a new offering called â€œResearch Liteâ€ that will allow brands to measure their success more effectively.
Adcentricityâ€™s timing couldnâ€™t be better. Brands are increasingly turning traditional advertising models on their heads requiring agencies to provide proof of performance.â€œResearch Liteâ€ can help meet these expectations by offering a prepackaged research component that can be added to DOOH Network campaigns. The research provides a detailed, quick snapshot of how effective a brandâ€™s plan is across multiple networks. Select networks provide proof of play and efficacy on their network, but as CEO, Rob Gorrie told me, â€œ(Adcentricity implements) research for the campaignâ€™s needs, not of the networks needs.â€ Research Lite provides an opportunity for a third party perspective to analyze the bigger picture. Continue reading “Packaging ROI insight for DOOH”