Hundreds of digital ads that move around the city, with the help of ride-sharing fleets: this is the newest product on the outdoor advertising market in Romania, officially presented yesterday to media agencies. YOOH is a dynamic network of mobile digital screens that constantly roam through the Capital.
Every day, 100 cars with such high-performance screens travel thousands of kilometres on the streets of Bucharest and run spots that hundreds of thousands of people can see. The screens are connected to a web application that operates a modern and user-friendly software platform that can manage promotional campaigns in just a few seconds.
Entrepreneur Adrian Ionescu, who built this revolutionary product, claims he started from a simple observation:
“Life nowadays is in constant motion. If up until now we have had 2-3 things to do in a day, today we have 7-8. We are constantly running out of time. And we are always on the move. Specifically, we spend a lot of time in traffic. We thought of turning this situation from something that means wasted time into a business opportunity. And we realised that we can build a digital advertising platform that gives brands the chance to take advantage of this time by interacting with consumers.”
Together with other partners, Ionescu has invested hundreds of thousands of euros in the latest high-resolution digital screens and in the software application that uses state-of-the-art technology, to provide customers with the most articulate/accurate data on the performance of the spots. The data is permanently being optimised, and all advertising broadcasts from the YOOH platform will be certified by the Romanian Transmedia Audit Bureau (BRAT). YOOH promises its customers premium services such as real-time reporting of streams and impressions, map viewing of each ad and impressions containing demographics, or targeting your preferred audience.
Starting this spring, YOOH operates with 100 cars in Bucharest, using Uber and Bolt ride-sharing fleets. On average, there are 500 thousand kilometres per month covered by advertising, which means a huge volume of about 8 million spots. This month, the company expanded with 20 cars in Constanța. From autumn, another 20 cars will start operating in Cluj, and in the first half of next year, the fleet will be expanded with another 100 vehicles equipped with digital screens.
The company is also working on an audience measurement module based on the real-time smart location solution, developed for the first time in Europe in partnership with one of the largest mobile operators, Orange. To measure audience data, YOOH will use the GPS location of screens and, at the same time, the location of mobile users who are reasonably close to the traffic LED screen. Thus, demographic data will be obtained such as the distribution by sex, age or type of phone used and income, all in a solution that meets all GDPR standards.