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Ford has paired with a London advertiser to fire adverts from a billboard to your phone

London-based outdoor advertising firm, Primesight has partnered with automotive giant Ford for some innovative advertising tech that combines traditional out-of-home (OOH) adverts with mobile marketing.

The Fitzrovia-based ad business has partnered with California’s RadiumOne for Ford’s latest campaign promoting its new Fiesta car, utilising geo-location data to specifically target those who have engaged with or shared content relating to Ford’s campaign already.

The tech will serve up mobile ads whenever its target audience come within close distance of one of Ford’s PrimeSight advertising posters, allowing the brand to target people based on their location and content sharing behaviour.

Ford’s Media Manager, Rachel Moore said that the approach allows the carmaker to combine its traditional OOH advertising with mobile campaigns to give an ‘additional layer’ of audience targeting.

Matt Teeman, who is Primesight’s Managing Director added: “This Primesight and RadiumOne collaboration is an exciting opportunity for advertisers as RadiumOne’s unique take on audiences combined with our range of OOH locations provides a very powerful offering that makes it easier for brands to magnify their audience reach.”

The companies have also said that the system links up with the data OOH audience measurement standard, Route, to help expand the reach of real-life advertising posters to audience’s outside of its immediate vicinity.

Founded in 1984, Primesight has worked with some of the UK’s biggest brands on OOH campaigns at major British sites and amenities including Gatwick and Stansted Airports.