Adriver launches "Smart Audience Programming", its solution for estimating, tracking and measuring the performance of mobile display campaigns

- As a pioneer in the moving billboard market, Adriver now offers advertisers a transparent, measurable approach to their out-of-home campaigns. campaigns.

- Thanks to this innovative data-driven solution, the scale-up defines new horizons for advertisers through the guaranteed audience and the weekly index.

- The aim: to guarantee brands an optimal MOOH device with audience forecasts that ensure they reach the desired target.

Adriver, a pioneer in the mobile display advertising market, today unveils the official launch of its "Smart Audience Programming" (SAP) predictive algorithm. The idea: to enable advertisers to estimate the performance of their Mobile Out Of Home (MOOH) campaigns, track their delivery, and, measure their actual performance.

Adriver provides advertisers with an innovative means of mobile communication and display, previously neglected by the advertising world. This approach enables them to create contextualized campaigns and deliver advertising messages in a targeted, creative and measurable way.

Guaranteed campaign performance. SAP is an exclusive technological solution enabling Adriver to be the first OOH advertising network to offer advertisers guaranteed audiences. It makes it possible to recommend effective devices via predictive audiences, to monitor the performance of advertisers' campaigns on a daily basis, and to optimize them if necessary. the performance of advertisers' campaigns on a daily basis, optimize them if necessary, and ultimately produce a report with unprecedented granularity.

Adriver acts "before" (estimating performance), "during" (monitoring broadcasting) and "after" (measuring actual performance) display campaigns. The algorithms developed offer an alternative to current market offerings in the OOH segment. Its proprietary technology, based on a methodology for measuring the impact of roaming campaigns, guarantees efficiency and transparency at every stage. In concrete terms, the granularity of the data enables Adriver to commit to campaign performance (guaranteed audience) and to adapt its rates according to the time of year and location (weekly index).

To achieve this, Adriver has designed a system for modeling people's mobility behavior, with a simple objective: to identify travel motives and frequency. This generated data, combined with data from partner vehicles' GPS trackers, is used to monitor and model advertisers' campaigns on all French roads, locally, regionally and nationally. The analyses created are then superimposed to assess the overall impact of MOOH campaigns.

Guaranteed audience and weekly index for communication. SAP has enabled the scale-up to structure its offer via a guaranteed audience system. As with online, Adriver is now the first offline OOH advertising network to guarantee advertisers optimum campaign performance. Systematic tracking of moving media ensures controlled audience distribution, while real-time monitoring enables MOOH devices to be optimized to reach the desired audiences.

This promise translates into total transparency for advertisers via reports featuring socio-demographic and behavioral analyses of the audiences reached, as well as ODV (Occasion De Voir) mapping. Finally, SAP also enables Adriver to define the precepts of the weekly index for offline campaigns. The idea is to use the granularity of the data collected to define daily audience forecasts. In this way, thanks to an innovative methodological approach, rates are adapted according to the performance (by city, time of year, medium used, etc.) of the devices in place. Rates now evolve according to the weekly audience of the media used, rather than supply and demand. Advertisers therefore have access to tailor-made formats that correspond exactly to their expectations.

"Adriver is renewing a traditional sector lacking in innovation. By adding a tech brick to current devices, Adriver ensures that advertisers reach their targets at the right time. Thanks to this exclusive promise, we not only guarantee their audiences, but also define a new way of communicating that's more creative, more targeted and, above all, more transparent. By becoming the first MOOH advertising network, we're revolutionizing the way brands deliver their messages," says Hadrien de La Tour, CEO and founder of Adriver.