Quotient, the leading digital media and promotions technology company, and Rapport, the global out-of-home (OOH) media buying and planning agency arm of IPG Mediabrands, the media and marketing solutions division of Interpublic Group, announced the launch of a technology partnership 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 digital out-of-home (DOOH) with the ability to leverage Mediabrands proprietary audiences.
This is a moment of truth for our industry as agencies realize the power of data
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 customize messages nimbly, as soon as changes occur.
- Access to an extensive inventory catalog 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 honored to be partnering with Rapport to drive OOH digital transformation for clients. This is a moment of truth for our industry as agencies realize 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.”
About Quotient
Quotient is the leading digital media and promotions technology company that creates cohesive omnichannel brand-building and sales-driving opportunities to deliver valuable outcomes for advertisers, retailers and consumers. The Quotient platform is powered by exclusive consumer spending data, location intelligence and purchase intent data to reach millions of shoppers daily and deliver measurable, incremental sales.
About Rapport
Rapport is the out-of-home (OOH) media buying and planning agency of IPG Mediabrands. Best known for the strength of its relationships, and rewarding connections, Rapport is a collaborative and forward-thinking agency that delivers valuable results for both clients and partners. As OOH becomes more engaging, interactive and content-driven, Rapport can seamlessly navigate through the ever-evolving media landscape.
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