The FINANCIAL -- Kinetic, the world’s largest planner and buyer of Out-of-Home
media, has adopted Spafax Networks’ SN: Xchange — an ad serving and
reporting system for digital place-based media.
The new-to-market platform offers near real-time campaign reporting, centralized creative sizing for multiple networks, and third-party auditing for discrepancy resolution and verification.
“SN: Xchange fundamentally changes the way that we can track and deliver our clients’ digital campaigns,” said David Krupp, President, US. “For the first time, we can see how a campaign is pacing in real-time — hourly, daily, weekly — and can make the necessary changes to ensure that our clients’ campaign requirements are achieved.”
Zurich — a commercial insurance company for mid-to-large size companies — is one of Kinetic’s first clients to use the reporting tool. “We’ve previously seen success using digital place-based media to reach our target audience,” said Jeremy Ahto, Zurich’s head of brand marketing-North America. “Having the added benefit of the platform’s impressions tracking is important to us, as we can more closely monitor our campaign to see how the impressions stack up across all of the outlets we’re using.”
SN: Xchange’s ad serving functionality is powered by Vistar Media, a media technology company that specializes in providing digital serving capabilities for digital place-based media. As WebWire said, the SN:X product suite includes an additional toolset that sits on top of the Vistar platform, which allows digital place-based campaigns to be planned in a similar fashion to other media with impressions and estimated reach, established by Nielsen OnLocation. “Our solution uses the enhanced capabilities the digital world has to offer at the intersection of physical location. The idea of a third party ad server is revolutionary for digital place-based media, but standard practice in online display and search,” said Patrick Bonomo, EVP, Spafax Networks.