A team of the digital out-of-home industry’s leading experts have formed voodooh, an independently owned digital out-of-home production and consultancy company specialising in unlocking the intelligent content, delivery and operational capabilities and opportunities within the digital out-of-home space.
Conceived as an impartial resource for advertisers, creatives, media owners, agencies, specialists and system integrators, voodooh brings unique skillsets and a combined experience of 40 years from within the world’s largest outdoor media owners. The team will collaborate with partners to develop and execute dynamic, creative campaigns that utilise the powerful engagement possibilities of digital out-of-home with innovative solutions that are both cost-effective and easy to implement at scale.
voodooh’s leadership team includes:
Founder, Keith Nilsen, has been involved in the digital out-of-home industry since its infancy and has worked in a variety of operational and creative roles for Clear Channel UK, Grand Visual, JCDecaux and most recently as Head of Digital & Creative for Clear Channel International. Following a brief from Ogilvy in 2009, Keith pioneered the concept of dynamic content in digital out-of-home, working with partners to develop and deliver the world’s first vehicle recognition campaign for Castrol Oil. He has gone on to help deliver other notable campaigns and tech installations including Mini Not Normal, and the JCD Waterloo Motion. Continue reading →
In our ongoing series of exclusive interviews with senior execs of recent new members of the Digital Place Based Advertising Association (DPAA), we chat with Michael Provenzano, CEO & Co-Founder of Vistar Media.
Tell us about your geospatial technology and how it is used to gain insights into consumer behavior.
Vistar has built the first data agnostic system for defining audiences based on location, and analyzing the movement patterns of these audiences. We use aggregated consumer data to predict the affinity or the probability of a certain type of behavior in a certain area at a certain time. For example, we might ask, in this area of Manhattan over these four blocks, what is the probability of encountering someone who gets coffee at Starbucks every afternoon, between 3 and 6 p.m.? It’s about leveraging consumer mobility data to understand patterns and even connect these patterns with other data sets like purchase data, demographics, etc.
How do media owners, agencies and brands utilize your data?
Today, when marketers think of location data it often revolves around using location as a way to describe an individual consumer. For Vistar, we came from the very opposite side of the spectrum in looking for a way to help marketers use massive location datasets to reach the right audiences utilizing a one-to-many medium (out-of-home).
We are creatures of habit in daily behaviors so our software is looking for these consumer movement patterns. It is from this geospatial analysis that we gain insights and targeting parameters for OOH media campaigns.
On the flip side, the same movement datasets can be used to measure the success of a campaign whether the KPI is foot traffic, sales lift or even upper funnel brand awareness metrics.