TARRYTOWN, NY – APRIL 24, 2017 – SQAD LLC, the advertising research, analytics, and media planning software company, announced an expansion to their MediaCosts: Local research and planning platform with the launch of the industry-first Out of Home cost database. This new data set brings cost transparency to advertisers targeting out of home (OOH) advertising in the top 100 Dedicated Market Area (DMA) and 100 Core Based Statistical Area (CBSA) markets.
“This is an entirely new data set for us, and a game changer for our subscribers,” explained Marc Krigsman, CEO of SQAD. “With the launch of Out of Home, we’re able to provide real cost insight for advertisers and buyers through a database of actual transactions.”
SQAD anticipates that subscribers will integrate this new data set into their unique research and planning strategies, which already leverage the current local media cost data provided by the company – including Spot TV, Spot Radio, Local Cable, and Hispanic TV. Early users are reporting more efficient planning by using OOH data in their cross-platform media mix; as well as greater budget accountability thanks to market-level out of home cost transparency.
“We’re very excited SQAD is offering agency media departments easy access to OOH planning rates for billboard and street furniture formats in the top 100 DMAs and 100 CBSAs across the US,” said Nancy Fletcher, OAAA President, and CEO. “The OOH industry continues to make OOH easier to plan, buy, and measure, and having SQAD planning rates are an important addition within the planning arena.”
The new Out of Home database is available by subscription through SQAD’s MediaCosts: Local data research platform.