NEW YORK, Dec. 8, 2016 – The Digital Place Based Advertising Association (DPAA) announced today that Mira, a crowd analytics platform that boosts the effectiveness of ad campaigns by introducing real-time targeting to digital out-of-home (DOOH) media, has joined the rapidly growing trade marketing association.
Mira’s real-time location data and creative optimization algorithms help advertisers determine which creative assets would be most effective based on the audience that is immediately present. During the planning phase, Mira uses historical data and machine learning to mine the most optimal audience for each piece of creative. By answering the question, “What type of people are in this location right now?”, Mira increases the efficiency with which campaigns are delivered by enabling advertisers to reach disparate audiences with relevant messaging. Through its data infrastructure, Mira can even help show attribution or retarget those exposed audiences on other media.
“Mira provides a tremendously valuable service to advertisers and, at the same time, helps to enhance the great strengths of digital out-of-home advertising,” said Barry Frey, President & CEO of DPAA. “We welcome Mira to our membership ranks and look forward to working closely with them to support their ambitious growth plans.”
Jonathan Frangakis, Mira’s co-founder and CEO, said, “Barry and his team have done a terrific job marketing the digital out-of-home sector to the ad community and we are pleased to now have a seat at the DPAA table as they continue to help grow the industry.”
The DPAA is a DOOH marketing association that has created a strong community environment in which members drive and promote their digital capabilities.
The DPAA has proven to be a business accelerator and concierge/consultant for members, who enjoy numerous benefits. These include admission to quarterly “mini summit” meetings with ad industry and DOOH leaders; access to an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification; publication discounts; an opportunity to participate in media partnerships as well as the DPAA-Nielsen Service Bureau and DPAA-Nielsen Digital Diploma Series Training Program; insights on software and hardware solutions; further integration into the advertising ecosystem as part of the video everywhere conversation and marketing campaign; and more.
About Mira (www.mira.co)
Founded in 2014 in New York City and now with additional offices in Durham, NC, Mira has pioneered a process called ‘Crowd Analytics’ with a specific application in Creative Optimization for Digital Out-of-Home (DOOH) Media. The platform tailors DOOH screens in real time based on the physical crowd of people nearby. More specifically, based on interests and demographics near a given physical location gleaned from nearly 2B real-time mobile location and proximity events each day. Mira is the only platform able to segment physical crowds of people in real time and at scale.
About DPAA (www.videoeverywhere.com)
Founded in 2006, the Digital Place Based Advertising Association (DPAA) is a digital out-of-home (DOOH) marketing association that has created a strong community environment in which members drive and promote their digital capabilities. The DPAA is a business accelerator that fosters collaboration between agencies and the DOOH community, providing industry-wide research and best practices in areas such as mobile integration and programmatic; and promotes the effectiveness of DOOH advertising. DOOH media is defined as networked digital video screens containing programming and advertising, reaching consumers on their daily journeys in places where they dwell.
The DPAA’s annual Video Everywhere Summit, held in the fall, brings together nearly 800 delegates representing brands, agencies, DOOH networks, ad-tech, mobile and location data companies, research firms and others for a full day of presentations, panels, case studies, networking events and experiential exhibits. The Summit is the only event dedicated to multi-screen viewing and video neutral planning.