Firefly Retargeting: Bridging Online & Offline
This week we announced our latest product offering, Firefly Retargeting. This new innovation provides an additional touchpoint, yes an online touchpoint, for advertisers to amplify their OOH messaging and effectively bridge the gap between the online and offline worlds.
Remessaging to consumers within the OOH industry is no easy task, but when you’re a mobility-based OOH medium such as Firefly is, it can be even more challenging. Partnering with BlueBite, we’ve been able to not only simplify OOH retargeting, but provide versatility for the ways in which you can retarget to your exposed consumers.
For example, we’ve created various solutions to enable advertisers to choose how they’d like to utilize retargeting for their campaigns. This can occur at the immediate moment of exposure to also having the ability to have the targeting occur days after exposure and throughout the lifecycle of their campaign. These executions can take place on a consumer's mobile device or across any of their devices or channels in which they are engaged within, making this a truly holistic and omni-channel experience for both brands and consumers.
The most important aspect of this product is that it provides yet another step towards measuring the impact of OOH exposure. For decades, OOH has been thought of as a pure branding play, with little to no performance metrics to prove the efficacy of this medium. With Firefly Retargeting however, we’re adding yet another tool that helps highlight the strong lower funnel performance that we typically see across our suite of measurement capabilities. We can now fully understand the impact that OOH exposure & digital retargeting have on consumer behavior and subsequent business outcomes.
Ultimately, Firefly Retargeting helps amplify brand messaging. the lower-funnel performance metrics that have been so difficult to quantify in OOH for years, are now readily available. the versatility this product offers provides a variety of retargeting tactics that can be deployed depending on the clients overall campaign objectives. Lastly, the siloed nature of various media executions (TV, Radio, Digital, OOH, etc…) is slowly dissolving and a true omni-channel experience for consumers is emerging, and the ability to fully quantify and measure that experience is the true innovation.