Outfront Media Launches Out-of-Home Analytical Platform

Outfront Media Inc. (NYSE:OUT) announced the launch of an out-of-home analytics platform in Canada. This will enable advertisers to target the markets more precisely and improve the effectiveness of the marketing messages.

Outfront entered into an exclusive Canadian agreement with Cellint, which provides national cellular network data and technology to the analytical platform. Through its partnership with Manifold Data Mining Inc., the platform offers compiled data of the audience passing directionally by Outfront’s digital billboards located in primal Canadian markets.

The platform also counts hourly impression numbers for the billboards, and provides the percentage of repeat and unique impressions. As such, this will enable advertisers to decide the effectiveness of the advertisements.

Unlike other market participants, that collect data based on consumers living around the digital assets, Outfront will provide line-of-sight data analytics. This unique demographic segmentation provides a competitive edge to the company over its peers. It will also strengthen and accelerate growth of its digital out-of-home presence.

In addition, this platform will likely provide advertisers with a more precise knowledge about the geographical reach of the digital billboards. This information can be used to accurately target the audience and strategically position advertisements. It will enable the advertisers to retarget and engage a wider consumer base, in order to widen reach of the marketing message.

Outfront has been making diligent efforts to fortify its Canadian business. In June 2017, the company announced the acquisition of a portfolio of digital billboards in the country, with locations in Toronto, Montreal, Calgary, Edmonton and Vancouver.

Moreover, it recently launched the ON Smart Media platform to develop software and hardware solutions to grab new consumers. As out-of-home advertising continues to grow at a rapid pace, Outfront’s efforts to enhance its digital out-of-home portfolio bode well for its long-term profitability.

However, due to the dull national advertising market, shares of Outfront have underperformed its industry year to date. During this time frame, the stock has declined 14.2%, whereas the industry registered growth of 4.2%.



Outfront currently carries a Zacks Rank #3 (Hold).

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