Identity data firm Neustar moves to expand its share of DOOH ad market

Tuesday, March 20, 2018

Neustar, a US “tech company that provides real-time information and analytics for the Internet, telecommunications, entertainment, and marketing industries” (Wikipedia), recently joined DPAA. The move confirms Neustar’s intention to expand its presence in the fast-growing digital-out-of-home (DOOH) market. Mel Stott spoke with Kathleen Dundas, Vice President, Global Advertising Partnerships, Neustar, about the company’s plans in DOOH advertising.

Kathleen, you describe Neustar as a leading identity data
management company. What are Neustar’s sources of data?

Neustar has over 300 sources of individual, enterprise and device data that ranges from census, consumer-based web and phone transaction data to multi-partner scanner/SKU data, market research data and national panel data, to name a few.

What does Neustar do for the digital out-of-home market?

Our solutions, each focused on a dimension of individual, enterprise, or device identity, can give brands the insights that no one else can. With the freshest online and offline identity data corroborated as often as every 15 minutes with 11 billion daily updates, we can provide brands with the needed insight to deliver people-based marketing – out-of-home or across the physical and digital worlds.

One of the world’s largest DOOH ad operators JCDecaux, among other OOH clients, uses our analytics to improve the effectiveness of their campaigns.

Do you work primarily with DOOH networks, brands, or agencies…
or all of the above?

Neustar services a vast industry ecosystem made up of DOOH networks and brand-direct and agency partners to provide them with customer intelligence, customer activation and marketing analytics, including measurement solutions.

We work with these partners to ensure they have the most up-to-date information about which audience profiles rank the highest against the available media inventory. We run a comprehensive market analysis through our analytics platform to ensure media owners can price and place media smarter, and agencies can accurately plan ad budgets across the out-of-home ecosystem with their preferred media partners.

As I mentioned earlier, we have a long-term partnership with JCDecaux that employs our customer intelligence and activation solutions for the purposes of providing unprecedented out-of-home media analysis based on granular consumer attributes and behaviors. You can learn more about our collaboration with JCDecaux here.

Can you describe the process of a typical Neustar-enabled ad?

Neustar is one of the industry leaders in identity data management, and we provide a media-neutral view of the consumer.

We provide our DOOH partners with actionable audience insights for media planning. The insights gleaned from the Neustar OneID system enable media owners and agencies to identify, place and price media with a higher level of accuracy and business impact.

By helping advertisers understand consumer behavior through our OneID system, they can ensure that they are targeting the right audiences, on the right channels and with the right message.

Based on our data, advertisers are able to create compelling and relevant messages for consumers, and personalize their interactions with inbound consumer inquiries in real-time. Through our solution, advertisers can undertake strategic market planning, messaging and creative development, media buying, competitive analysis, and site-focused activities, such as store expansions.

Do you provide DOOH attribution metrics?

We help brands optimize their marketing spend through our marketing mix modeling capabilities and understand their customer’s journey through multi-touch attribution. OOH insights are used in the multi-touch attribution models to measure the effectiveness of a brand’s media investments. In addition, we give our clients unique access to privileged data across leading partners, including Facebook, Google, Snapchat, and Pinterest.

You joined DPAA last fall. How has your membership experience been so far?

We actively participate in the quarterly DPAA network meetings and have hosted the DOOH advertising community at our New York office. These meetings allow us to engage with industry experts and learn about the capabilities of other members.

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Neustar’s Brandon Madrid will be speaking on a panel at the Digital Signage Expo in Las Vegas on March 28 on the importance of location data and making DOOH smarter.

To learn more about Neustar, go to: https://www.home.neustar

Neustar DOOH advertising analytics

Neustar marketing analytics