January 8, 2020
CES 2020, Las Vegas -- Today, HERE Technologies, a global leader in
mapping and location platform services, announced a partnership that
will create deeper market insights for out-of-home (OOH) and digital
out-of-home (DOOH) with Bentley Systems, a leading global provider of
software and digital twin cloud services, and Geopath, a not-for-profit
OOH audience location measurement company. The partnership will extend
the impact and efficiency of OOH and DOOH campaigns across roadside
digital media by providing brands, marketers and agencies with greater
context around the best locations and times to place ads.
The solution in based on location intelligence from HERE. Bentley
Systems leverages HERE traffic data, navigable attributes, road network
information and maps in its Streetlytics solution, which provides
insights into where, how, when and why people travel. (Steetlytics was
developed by Citilabs, a smart mobility cloud company acquired by
Bentley Systems in October 2019.) Streetlytics pulls real information
from billions of points of GPS, cellular, connected car, Bluetooth,
ticketing, demographic and ground truth data to create the richest, most
complete picture of a moving population.
Geopath, which works with large OOH advertisers such as Clear Channel,
Outfront Media and Lamar, uses Streetlytics in its Geopath Insights
Suite, a ratings and audience location measurement platform enabling the
DOOH/OOH industry (ad buyers) to more precisely profile and target
desired audiences, and engage those audiences across formats.
As more people subscribe to ad-free content and block online advertising,
brands and advertisers find it increasingly challenging to connect with
consumers. DOOH continues to be a compelling and effective means to
spread brand messages because of its visibility and accessibility. The
DOOH advertising market is expected to grow at a compound annual growth
rate of 11 per cent into 2024.* DOOH options, such as digital billboards,
provide context for an ad based on location. A greater understanding of
location, and the people in a vicinity, allows for more contextual
advertising.
"Our integrated partnership offers a greater understanding of location
and patterns of movement for more effective OOH and DOOH advertising,"
said Hervé Utheza, head of media, advertising and network operators
at HERE. "Together, we will help brands and advertisers harness the
power of DOOH to execute more efficient, measurable campaigns that reach
the right audiences at the right locations. We are excited to build on
our longstanding relationship with Citilabs, now part of Bentley Systems,
to reach reputable players in the ad tech arena, and with Geopath, to
help improve performance in the OOH and DOOH space."
"Our partnership with HERE has been critical to our ability to deliver
our truly revolutionary Streetlytics solution to Geopath and the DOOH
industry. Today, the DOOH industry has a far broader and deeper
knowledge of audiences, helping advertisers to attribute value to their
advertising campaigns," said Michael Clarke, senior director of mobility
analytics at Bentley Systems.
"Geopath members hold our organization to a very high standard, and we
can only meet their expectations by partnering with innovative,
trustworthy and valuable partners like HERE and Bentley Systems," said
Dylan Mabin, SVP of Geopath. "We are proud to be able to provide the OOH
and DOOH industry with one of the most robust and accurate measurement
solutions in the advertising ecosystem."
* According to the report "Digital Out of Home Market-Growth, Trends and
Forecast (2019-2024)" by ResearchAndMarkets.
Media Contacts
Kate Elisco
+1 312 480 6780
https://www.globenewswire.com/Tracker?data=KLMn7IysBDDzgXiFmxlU7j2FZWYHwpswuiWlXEFcsvUUgqoDUqj3HUxsY6Ha8sZJQPbaNKDlfVdK2_QML91AZjYke_kZIL4qZIMQrGeXt8k=
Kate.elisco@here.com
Amy Stupavsky
+49 175 419 1678
https://www.globenewswire.com/Tracker?data=mdlCNSCmIbCdatNfnfnpzXDk5CBM3jGBMe8uCdxiJnQD3oIUIgxegiPdbCRwaTWoxqAyhnIO3V4n7S_WxutrV_VULetX_lGAyywqFqiG6jk=
amy.stupavsky@here.com
About HERE Technologies
HERE, a location data and technology platform, moves people, businesses
and cities forward by harnessing the power of location. By leveraging
our open platform, we empower our customers to achieve better outcomes -
from helping a city manage its infrastructure or a business optimize its
assets to guiding drivers to their destination safely. To learn more
about HERE, please visit www.here.com and http://360.here.com.
About Bentley Systems
Bentley Systems is the leading global provider of software solutions to
engineers, architects, geospatial professionals, constructors and
owner-operators for the design, construction, and operations of
infrastructure, including public works, utilities, industrial plants and
digital cities. Bentley's MicroStation-based open modeling applications,
and its open simulation applications, accelerate design integration; its
ProjectWise and SYNCHRO offerings accelerate project delivery; and its
AssetWise offerings accelerate asset and network performance. Spanning
infrastructure engineering, Bentley's iTwin Services are fundamentally
advancing BIM and GIS to 4D digital twins. Bentley Systems employs more
than 3,500 colleagues, generates annual revenues of $700 million in 170
countries, and has invested more than $1 billion in research,
development, and acquisitions since 2014. From inception in 1984, the
company has remained majority-owned by its five founding Bentley
brothers. www.bentley.com.
About Geopath
Founded in 1933, Geopath, a non-profit trade association, is the
industry standard that powers a smarter OOH marketplace through
state-of-the art audience location measurement, deep insights and
innovative market research. The organization is headquartered in New
York and governed by a tripartite board comprised of advertisers,
agencies and media companies spanning the entire United States. For more
information, please visit http://www.geopath.org.
Attachment
-- HERE, Bentley Systems and Geopath
https://ml-eu.globenewswire.com/Resource/Download/583232e1-ab40-4cfd-9bb9-f1a38d666b42
(END) Dow Jones Newswires
January 08, 2020 09:00 ET (14:00 GMT)
© 2020 Dow Jones News
