Volta’s Store Next Door product also builds upon the industry’s standard place-based targeting options, such as proximity and point of interest (POI) plus radius methods. These existing approaches are designed around simple geographical dimensions and can result in advertisers reaching audiences that have no intention of visiting, nor easy access to, the desired destination. In comparison, Volta’s new offering ensures marketers only message people parked within the lot servicing their store — not down the street or across a highway.
"Success in [out-of-home (OOH)] depends on messages reaching the right customers at the right places and at the right time," said Brittany Eckett, director of investments at Kinetic Worldwide, part of WPP, in the release. "At the end of the day, this all means that the right screens need to be targeted so we reach only likely customers."
The Store Next Door product is available programmatically and to clients that work directly with Volta.