Ford is the first brand to use a combined offering from Primesight and RadiumOne that integrates out-of-home and mobile advertising to enable advertisers to target people based on both their location and their content-sharing behaviour.

Ford is using the platform to promote its new Fiesta. Whenever the target audience comes within 50m of a Primesight billboard, RadiumOne serves a mobile display ad to those who’ve shared or engaged with content online that’s relevant to Ford’s campaign, so long as they are on their phone, in-app or browsing the mobile web at the time.

In addition, by combining RadiumOne’s sharing data with data from Route – the out of home (OOH) industry audience measurement standard – the campaign’s reach can be extended beyond people in the vicinity of the poster.

“We were drawn to this opportunity with Primesight and RadiumOne as it allows us to combine our OOH and mobile campaigns by including an additional layer of audience targeting to facilitate conversions,” said Ford media manager, Rachel Moore.

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