Vector Media and Gimbal Partner on Transit Advertising

Vector Media, LLC and Gimbal, Inc., have announced a partnership that will upgrade Vector’s transit-advertising network to incorporate proximity marketing services. Gimbal will now provide both geofencing and beacon technologies to enable new targeting capabilities for out-of-home (OOH) advertisers to utilize with their campaigns. The initial agreement will outfit 500 buses in Vector’s nationwide network with Gimbal beacons that will engage both riders and passersby within a 50-meter radius of the selected vehicles. Vector advertisers can then send relevant offers, discounts and messages to users within that radius who have opted in to Gimbal’s mobile application publisher ecosystem.

Gimbal’s analytics will also allow Vector Media to enhance the data and reporting already furnished by Traffic Audit Bureau (TAB) Out of Home Ratings. Through Gimbal’s geofencing and beacon technology, Vector will be able to provide first-party location data from opt-in mobile app users to show the conversion associated with campaigns.

Vector Media’s North American double-decker network includes tour vehicles in retail-heavy markets like New York, Chicago, Los Angeles, San Francisco, Las Vegas and Miami. With routes largely in highly trafficked areas, the network reaches not only a significant tourist audience but locals as well. Vector’s buses travel through highly coveted areas like New York’s Wall Street and Beverly Hills.