Vendor Profile: POPTracker
Headquarters: 363 Bloomfield Ave, Suite 2F, Montclair, NJ 07042
Phone: 646-494-1692
Email: info@mypoptracker.com
POP Tracker was founded in 2013 to deliver a 3rd party technology based solution to verify out of home installations and performance. The company uses mobile apps which allow a sign installer to automatically upload pictures of sign installations into the cloud so that out of home companies, ad agencies and advertisers can verify performance via a software program without having to rely on hundreds of emails of sign pictures. Insider interviewed CEO Tom Cherry and President David Stadler.
Why did you form POP Tracker?
POP Tracker was formed in response to a request from a top 5 US advertiser, via their agency, to deliver independent verification that all their OOH media was accurately executed. Independent audits showed as much as 5% of media missed the posting date resulting in millions of dollars of lost time. “I have spent most of the past 15 years on the production side of the OOH industry, and have seen first-hand the importance of real time information. It is clear to me that real time tracking of the entire supply chain is beneficial to all parties involved. POP Tracker delivers a valuable solution to everyone, from the client direct, to the media agencies, the printers and the media companies. It’s often not the media companies’ fault when something isn’t posted on time.” Dave Stadler explained, “many times the delays are in the early stages of a campaign. By relaying this information to all parties, in real time, issues can be addressed quickly and, in some cases, media can still post in a timely manner.”
How does the POP Tracker system work?
POP Tracker is a full-service solution. We provide full POP services to free up valuable hours for advertisers, agencies and media vendors. The service is simple; advertisers or agencies provide POP Tracker with a campaign plan showing locations, media vendors, display type etc., POP Tracker loads this information into the platform and contacts all media vendors and installers to explain how to use the free POPT mobile app and offer training (POP data can also be provided via API). When the installation is executed, the installer selects the appropriate display, snaps a photos and presses submit. The platform is instantly updated and alerts can confirm on-time performance. “In our experience, many hours are spent gathering and validating POP images. It is a necessary but time-consuming aspect of managing an OOH campaign” said Tom Cherry. “Outsourcing this effort to a dedicated service that not only gathers and catalogues images but verifies accuracy, frees up team members to work on creative, client facing and revenue generating activities.”
What are the benefits of POP Tracker to an out of home company?
POP Tracker eliminates hours of gathering and distributing POP photos to advertisers and agencies. POP Tracker’s platform standardizes and centralizes all installation images and removes any question about when a display was posted. Images can be distributed to advertisers and/or agencies without needing to chase installers for photos.
What are the benefits of POP Tracker to an ad agency or advertiser?
The primary benefit of POP Tracker is confidence that a campaign has been executed as planned and this is achieved thanks to POP Tracker’s real-time data stream of OOH installations. The platform tracks installation dates against expected performance and quickly identifies late postings or missing POP images. POP Tracker’s interface has been designed to provide one-click access to critical data so problematic installations can immediately be resolved. As a full-service solution, POP Tracker’s operations team monitors incoming images and will follow-up with installers or media vendors to resolve questions before they come problems.
Advertisers and agencies no longer need to contact multiple vendors to retrieve POP images. POP Tracker can also accommodate multiple image types, including creative, installation, in-campaign audit, approach/glamour) which can be uploaded directly into the platform.
POP Tracker provides pre-defined POP reports which can be exported on demand. Reports include POP images, Approach/Glamour images and Posting Instructions. These reports can be campaign specific or generated for the entire library of active displays for an advertiser. POP Tracker also builds custom reports based upon the needs of a client.
Agencies benefit from our multi-client environment where a drop-down menu allows users to move seamlessly between clients without needing multiple logins. Advertisers can be managed for each user via permissions that restrict which advertisers are available to see.
POP Tracker’s platform is built to share data and can both ingest information via our mobile app, API or FTP and integrate into existing client workflow platforms to share performance metrics.
Who’s using the system currently?
Verizon, Verizon Wireless, Verizon FiOS, 20th Century Fox, Showtime, NYSDOH, Delta Dental, eBay, H&M, Metro PCS, Southstar Energy, Viceland, Sprint,
Who pays for the product?
Advertisers or agencies pay for POP Tracker’s services based upon volume of media tracked. Media vendors can use the platform to manage POP inventory and pay a small monthly fee.
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