Rapport, the global OOH media buying and planning agency arm of IPG Mediabrands, the media and marketing solutions division of Interpublic Group, has entered into a technology partnership with Quotient, the leading digital media and promotions technology company, that will strategically accelerate programmatic growth. This partnership drives the expansion of Rapport’s offerings to include a real-time, data-driven programmatic approach to DOOH with the ability to leverage Mediabrands proprietary audiences.
Quotient’s technology platform, custom designed for OOH, enables more sophisticated and quickly executable media planning strategies. As programmatic and addressable media solutions are enabling marketers to better pinpoint audiences, it is becoming an increasingly important tool for outdoor advertising, as evidenced by considerable growth in programmatic/addressable advertising at Rapport year-over-year between 2021 and 2020. Specific elements of Quotient’s programmatic DOOH solution for Rapport include:
- End-to-end planning, activation, and measurement using Mediabrands’ proprietary high-value audiences (HVAs) and clients’ first-party data.
- The use of real-time triggers such as weather, supply chain impact and timely event tracking to dynamically target and customise messages nimbly, as soon as changes occur.
- Access to an extensive inventory catalogue through integrations with all major SSP partners.
- Leveraging the value of physical locations in the consumer journey.
“Ongoing digital innovation is enabling our teams to better reach targets for our clients,” said Chris Olsen, President, US, Rapport. “We chose Quotient as a technology partner to integrate national and local insights, incorporate our proprietary data sets, enhance our current tools and, most importantly, help us accelerate our programmatic growth at scale.”
“We are honoured to be partnering with Rapport to drive OOH digital transformation for clients. This is a moment of truth for our industry as agencies realise the power of data in unlocking insights and driving more relevant messages to consumers wherever they are,” said Norm Chait, Senior Director and OOH Practice Lead at Quotient. “We believe accurate planning and precise activation go hand in hand and will continue to innovate and develop leading technology for this amazing industry.”