Mark Catterall, chief executive of Smart Media Group.
Matthew Neville

North East outdoor media specialist signs “cutting-edge” partnership

North East based Smart Media Group has signed a partnership with tech business Data Jam, allowing its network of 300 screens to draw on live public data in an innovative fashion.

Data Jam provides small boxes, known as Jam Boxes, that are fitted to smart screens, that enable companies to more accurately count the audience of its digital OOH screens in real-time.

The Jam Boxes identify foot and vehicular traffic passing by the screens, and feed that data into reports that will allow Smart Outdoor to help its customers understand the “true reach of the ads it serves” and create more targeted campaigns to reach its clients.

The deal represents Data Jam’s first UK partnership with a media owner. It is thought to be the first time an OOH (out of home) provider has been able to gather such accurate data, with Smart Outdoor utilising the technology across a number of its digital screens, including those at Felling, the Tyne Tunnel, and Newcastle.

Mark Catterall, chief executive of Smart Media Group, said: “This is a brilliant partnership that represents a truly unique opportunity to understand the actual impact of the campaigns we deliver for clients.

“The ethos of all Smart Media Group businesses is to use accurate data and insights to help us deliver the best possible value for money for our clients, and innovation such as this will achieve just that.

“We’re proud to have struck up a relationship with a hugely innovative global firm that will allow us to demonstrate to clients the return on investment for their campaigns, and we look forward to building on the early success of this partnership throughout 2022.”

Arran Javed, founder of Data Jam, added: “We are excited to be working with such a forward-thinking company.

“Our Jam Boxes will unlock the true potential of the Smart Outdoor estate, by not only giving them and their clients a better understanding of the true numbers their inventory delivers, but will also provide real-time live audience data to Smart and their partners, allowing for real-time buying of OOH against true audience numbers.”

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