Billboard Insider interview with Quorum CEO Ezra Doty at the OAAA convention.

Quorum provides a data layer that allows you to synchronize your physical billboard advertising with your mobile and social advertising.
Quorum CEO Ezra Doty

Quorum Outdoor has an ad platform that assists out of home companies by providing targeted mobile advertising to consumers who have passed by billboards.  Insider talked with Quorum CEO Ezra Doty at the 2019 OAAA convention.

What got you interested in the Out of Home business? 

I felt like there was a lot of untapped potential in this industry. The billboard economy has a history of effectiveness and is projected to continue growing – it’s the fastest growing form of traditional media. I also loved the fact that Out of Home is adopting new technologies faster than anything I’ve ever seen in the traditional ad world – programmatic companies and networks, data layers, analytics, etc. – that’s my background.  The industry is going through a major transformation and that is exciting. I wanted to be a part of it.

The idea of using data as a bridge to synchronize physical and interactive advertising was also really interesting. We wanted build the first open system that connects mobile and location-based physical advertising specifically for the out of home market.

How does Quorum help a billboard company?

Quorum provides a data layer that allows you to synchronize your physical billboard advertising with your mobile and social advertising. For instance, a consumer drives by a billboard. We serve them ads on their mobile phone via Facebook and the mobile web and in-app advertising. In addition, we generate performance analytics, attribution reporting, and other insights from consumer response data that can be used by sales reps to optimize physical buys. When an advertiser better understands the customer journey they can more effectively reach them with the right message at the right time.

Are you connected with Geopath?

Yes, for Geopath members it’s fully turnkey.  All of the inventory is pre-loaded into the system.

We think it’s going to make things a lot more convenient.  At the end of the day, we want operators to be able to offer mobile companion advertising in a seamless way that fits with their existing business workflow.

How do I start using Quorum?

It’s easy. We can create a reseller account and train your sales people on how to use the system. We provide all the backend service so you don’t need to be a technical expert to start using and selling mobile companion ads.

We work closely with sales reps to help them leverage the benefits of the data that is generated from our programs.  Once a mobile campaign starts running, we deliver unique insights on who’s responding, what’s working, where you can optimize the physical buy, etc.  We present these insights in a clean, digestible way and help the sales reps drive a much richer conversation around OOH strategy.