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David Pidgeon 

Primesight strikes 'hyperlocal' digital targeting deal

Primesight strikes 'hyperlocal' digital targeting deal

Outdoor advertising is continuing to make the most of digital with the news that real-time programmatic company Crimtan has signed a multi-year partnership deal with out-of-home ad specialists Primesight.

Crimtan's technology will allow Primesight clients to "amplify" their OOH campaigns with location-based digital display ads by targeting web and app users in the same locations.

Crimtan's so-called 'hyperlocal' targeting delivers ads to any postal sector and uses additional wi-fi, e-commerce and GPS data. All data is entirely anonymous.

The deal means an advertising client could run a poster in selected postcodes around the UK and Crimtan would then deliver the client's digital ads to mobiles, tablets and PCs in the precise locations where the posters are displayed.

Crimtan is also able to optimise a campaign to users actively in market for a particular product or service, helping join the dots between OOH and digital.

"We have a long tail of direct advertisers that use our billboards but are unaware of the benefits of targeted web and in app advertising," said Naren Patel, Primesight's CEO.

"We are encouraging our advertisers to amplify their OOH campaigns with digital display advertising. Crimtan's technology allows us to plan and deliver connected media campaigns to users in targeted locations close to our billboards which makes their campaigns work harder."

Crimtan's CEO, Neil Alldrit, said campaigns using offline media have usually been planned separately to online, but his company is working with adjacent media sectors to bring them new revenue streams by opening up the ability for them to offer their clients digital campaigns that amplify the results of their offline activity.

Mediatel operate two essential services for the OOH industry. SPACE is a collaboration between IPAO and Outsmart and is the most comprehensive and up-to-date list of inventory in the UK. The RouteAPI is a SaaS solution that enables easy integration of Route audience data into client's systems. See for more information.

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