21st June 2017
Primesight, the Out of Home media owner, has announced the launch of its new ad sales navigational tool, PILOT.
PILOT will improve flexibility of access and accountability in reporting for clients and deliver spot by spot playout reporting. This is delivered by connecting to automated marketplaces and allowing campaigns to be planned with real-time availability to best suit audience requirements.
The first of its kind in the DOOH industry, PILOT will give brands the ability to buy any “Share of Time (SOT)” in a guaranteed market and deliver that level of display locked by location and time/day. It embraces the dynamic advantages of DOOH within a secure campaign delivery.
SOT also enables DOOH purchase based on percentage of time exposure which can be varied as necessary, offering brands more flexibility and targeted planning.
Across Primesight’s portfolio of over 500 screens, the tool is connected via API to Route audience data enabling instant audience profile and selection analysis and it can also accommodate third party data.
Naren Patel, CEO at Primesight said: “Digital Out of Home is still a relatively new medium and Primesight want to lead the way in how we sell it to our clients. PILOT is the result of in-depth market research and client and specialist conversations about what we can do to improve our services. Digital is a flexible, accountable and immediate medium and we believe PILOT is the best way to take advantage of the opportunities DOOH offers.”
Arran Javed, head of OOH trading at Mediacom said: “Primesight’s Pilot development offers a sensible and well thought out way of buying DOOH. The system allows our clients to have control of how their campaigns are delivered, whilst also allowing the flexibility of display that the Share of Time metric offers. It’s important that we give our clients options and this system allows for that.”
Chris Daines, chief media officer at Posterscope said “As DOOH develops in complexity and we continue to explore the full range of possibilities for brands, we welcome the combination of structure, accountability and flexibility that PILOT displays. This tool allows us to work with clients to achieve an even greater level of campaign tailoring and therefore aids in creating the best outcomes.”