REVOLUTION360 LAUNCHES INDUSTRY-FIRST TECH TO CLEAN UP STREET POSTER SECTOR WITH DIGITAL APPROACH TO A GUERILLA MARKETING GAME

Out-of-Home (OOH) media provider, Revolution360 is launching 360Intelligence, a tool set to revolutionise the street poster industry with a new level of data for planning that has never before been available in this sector of the OOH marketplace. 

Revolution360’s proprietary planning and reporting tool built by leading digital agency, Geronimo, is cleaning up a sector that has been largely guerilla, with an industry-first that is setting a new standard for street poster advertising in Australia. 

VMG’s Head of Marketing, Samantha Summers, spearheaded the project, merging her extensive experience in the OOH industry with her digital marketing expertise to create a truly unique offering to the sector. With more than 15 years’ experience at Clear Channel Outdoor, Skyfii, and Posterscope, Ms. Summers has worked on location-based marketing across a huge portfolio of clients and has seen it evolve over many years. 

“We know we have a great format that works, but a gut feel just doesn’t cut it in out-of-home these days. It hasn’t for quite some time. The street poster industry hasn’t evolved with the rest of the market. Our aim with launching 360Intelligence is to bring our street posters into the now with a level of sophistication and complete transparency in both planning and reporting. We have invested in what’s best for the industry and our clients,” said Ms. Summers.

The tool has applied a digital methodology to profiling audiences across each of its out-of-home panels using mobile location data. The data provides an overall reach-based metric by panel as well a view on those users’ interests in particular products, brands or topics.

“We are offering a measurable way for marketers and advertisers to make an impact. Data to better understand audience mobility should be at the heart of every media plan to ensure efficient targeting. While this is standard now in the out-of-home sphere, it is a first for our sector of the industry, and something we believe should be a benchmark for street poster advertisers,” said Ms. Summers. 

360Intelligence is the first phase of Revolution360’s plans to overhaul the sector. An integration with the Seedooh platform is following soon, enabling best-practice independent verification of every posting, for every campaign.

“Our aim has always been to elevate the quality of the Street Poster format and move away from the negative connotations of a guerilla medium, because we know that’s what’s in the best interest of the entire out-of-home market. We’ve always had significant concession agreements in place, meaning that we pay for access and provide a valuable civic utility. Now we are further investing in the quality of our sites and our product through technology. For us, this data and verification proposition is the next step in paving the way for the street poster industry to move out of guerilla marketing and in line with more traditional out-of-home formats, while still retaining their unique character,” said VMG chief executive Michael Fishwick. 

Intelligence 360 offers insights into the number of people on average that view an OOH site, as well as delivering an end of campaign report on the actual number of views for clients to better track the success of these campaigns. 

“360Intelligence is one of the many ways VMG is working with our brands to deliver more effective campaigns for our clients. We expect this innovation to open up the sector to a wider network of clients because of the level of detail we can now deliver in terms of campaign metrics and quality,” said Mr. Fishwick.