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Bulzī Media Introduces “LOCALīz®” - Micro-Audience Measurement for Out of Home
Anonymized Mobile Phone Locations Used to Drive Micro-Targeted Ads in Digital Signage
Traditional survey-based approaches to out of home audience measurement extrapolate one-time results across tens of millions of nationwide consumers. In stark contrast, Bulzī’s LOCALīz platform continually measures the ever-changing small-group audiences near a digital sign or billboard, along with the demographic profile and segmentation composition of the group. Real-time micro-audiences identified by LOCALīz provide a new and highly credible way to measure out of home audiences, allowing Bulzī to target ads to tens of consumers rather than tens of millions.
To generate micro-audience profiles, LOCALīz leverages more than 20 billion anonymized mobile phone location records every day of small groups exposed to each ad on each digital sign. Billions of micro-audience “small group profiles” are generated based solely on non-personally identifiable information, and then scored against ad campaign requirements in real-time by Bulzī’s ad platform. When a “match” is found, Bulzī delivers the right message to the right micro-audience, at the right place and time. This audience scoring and ad delivery platform gives advertisers a 10x to 100x improvement in their ability to reach their targeted audiences on digital signage networks.
LOCALīz provides the world’s first “targeted advertising”
“For the last several years companies have used anonymized mobile phone location records to report traffic flow in real time to applications such as Google Maps. Bulzī’s LOCALīz platform adds another layer of intelligence, allowing advertisers to efficiently reach targeted micro-audiences in out of home environments,”
Bulzī’s ad network has been in field trials with top digital signage network operators during 2011 and is preparing for commercial launch in early 2012. The company plans to expand its affiliate network to include over 400,000 out of home screens nationwide by mid-2012, reaching over 100 million unique monthly visitors.
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About Bulzī Media
Bulzī is a digital media company that has built the world’s first targeted ad network in the Digital Signage advertising market, a rapidly growing segment of the second largest reach medium (Out of Home). The company’s revolutionary audience measurement platform, LOCALīz, provides anonymized real-time measurement of micro-audiences in public-space environments - a requirement for targeted ad delivery. Bulzī’s new ad network brings the efficiency of micro-targeted “addressable”