According to the announcement, the platform analyses social media data across Twitter, Facebook, Instagram and Tumblr, tracking activity around OOH campaigns. It also evaluates the ‘opportunity to see’ on social with an analysis of posters’ followers. 

“People do talk about OOH campaigns, they do post the images, and we are now able to track across social networks where they do this, identifying which sites generate the most interaction,” said Paula Fernandez, Kinetic’s global head of data.

“Without giving away our ‘secret sauce,’ bypassing off-the-shelf social listening tools, plus advancements in custom audience tracking and social data access, makes it possible.”