ECN and BlueZoo Partner on DOOH Office Ad Measurement
Executive Channel Network (ECN), a DOOH office media publisher, is now collaborating with with BlueZoo to accurately measure opportunities-to-see in ECN’s core operating markets in the U.K., France, and Germany.
Office professionals are a high value audience target for global brands, and advertiser demand has rebounded as workers have returned to the office, on average for three-to-four days per week. ECN has partnered with BlueZoo to deliver counts of persons within the screen-viewing range, measured independently for each screen. Traditional solutions based on GPS don’t function well indoors and audience numbers are extrapolated from the small sample of mobile phones that share location information.
With brand investment in programmatic DOOH growing rapidly, ECN wanted to future proof its audience trading with results that capture audience variations every minute of every day.
“Digital Out of Home audience trading is now borderless, and omnichannel campaigns increasingly represent a significant portion of our revenue growth,” said Charles Parry-Okeden, global CEO, ECH. “We are delighted to partner with BlueZoo to expand our audience measurement and ensure our customers are getting 100% of promised impressions.”
BlueZoo says it represents a new generation of solutions for measuring OOH audiences in a manner that is GDPR compliant and that it delivers accurate, auditable, privacy-respecting audience data in real time—with recorded values minute-by-minute, daily, and weekly.
“ECN has successfully aggregated a high value audience in premium office locations across the UK and Europe. BlueZoo’s mission is to measure this audience accurately and consistently,” concluded Bill Evans, CEO of BlueZoo. “Digital Out-of-home audience impressions in ECN office locations are more valuable than on-line impressions because counts of DOOH impressions are not susceptible to click-bots and other maladies that plague online advertising.”