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TorchMedia and Trade Indy have inked a programmatic digital partnership

TorchMedia, transit OOH media specialists, and programmatic and data specialists Trade Indy have signed a new digital partnership to allow mobile retargeting in key transit hubs.

Powered by Trade Indy, TorchMedia will now be offering geo-targeted mobile device campaigns that align with their transit audiences and strategically retarget them as they browse brand safe websites online.

The partnership will enable Ferry Wharves, Light Rail, and Train Stations to be geofenced so that commuter’s device IDs can be captured. Specific data can be overlaid to focus on relevant core audiences for retargeting by age group, gender, occupational group, ethnicity and more.

This partnership allows advertisers to expand the reach and frequency of their OOH transit campaign, bringing it to life online and amplifying the OOH execution.

The offering will drive qualified traffic to client websites providing increased exposure and creating a new level of integration between OOH and online spend.

Trade Indy director, Mark Rosenberg, commented: “With most transit audiences carrying at least one mobile device it’s logical to capture device IDs and retarget this audience programmatically. We have created a unique offering with TorchMedia and are excited to execute these campaigns by leveraging our best-in-class campaign delivery, optimisation and reporting.”

TorchMedia managing director, Kirsty Dollisson, added: “We know how broad reaching our transit campaigns are, with growing audiences in high dwell environments making Transit OOH a highly effective channel. Now with this Trade Indy collaboration we have the ability to extend our OOH campaigns beyond the initial journey. The opportunity to further expand our reach and frequency will be extremely beneficial and many of our clients will be trialling it over the coming months.”

The TorchMedia sales team will be offering packages with Trade Indy managing the digital implementation, delivery, and reporting. Each client will receive a link to live campaign reporting and analytics.

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