By Rebecca McFarland
Radius Networks and ISM Connect, global leaders in proximity solutions and digital engagement at large venues, have partnered to launch a first-of-its-kind programmatic advertising platform for the digital out-of-home (DOOH) market. The market is built upon the idea of reimagining the advertising experience with a focus on highly relevant and targeted content through data driven business intelligence, and this partnership brings the companies to the forefront of that innovation.
“With access to millions of consumers today and growing, ISM Connect’s digital networks are a perfect match for Radius Networks’ industry-leading digital signage and proximity solutions that improve the consumer journey, generate revenue for large venues, and provide advertisers with the measurable ROI that is required in today’s marketing environment,” said ISM Connect CEO Kent Heyman.
ISM Connect offers a 360° engagement platform that uses a network of intelligent LG-MRI outdoor and indoor display screens and a powerful analytics engine to track and analyze the interactions, behaviors and demographics of their audience. By adding the Radius Networks Display Kit™ software to its platform, online advertisers who have been limited to accessing users through a browser will now be able to access targeted audiences at sporting events, tradeshows, multi-use retail locations, and everywhere an ISM Connect digital network exists.
Jeff Baskin, EVP of Global Partnerships at Radius Networks adds, “By bringing together the technology of Radius Networks and ISM Connect, we have developed a true end-to-end solution for world-class brands requiring a simple, effective, and measurable way to reach their targeted demographics. We are confident that this partnership will lead to a vibrant and growing digital out-of-home ad sales space by opening it up to a whole new audience of ad buyers.”
Radius Networks is the leading provider of mobile proximity solutions used by major retailers, restaurant chains, and sports venues. This partnership gives these existing customers access to innovative and interactive experiences that revolutionize how they engage and gain insights from some of the most attended events in the country.
As a marquee customer, NASCAR runs on advertising and is always searching for new ways to optimize their efforts. Through constant innovation, that advertising has grown from branding of cars, to billboards around the track, to today where at 23 of the tracks around the US they have the ISM Connect outdoor display network engaging fans. The large-format screens display branded content, which then gets pushed to mobile devices to drive conversions and visits through incentivized gamification. This not only enables a channel for advertisers typically not seen at NASCAR, but also provides deeper insights about fans than NASCAR had been able to achieve in the past.
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