Firefly Bolsters Audience Measurement and Analytics with Two New Hires
Being able to accurately measure the audience for out-of-home advertising is what many companies, including Firefly, are after.
San Francisco-based Firefly, which makes digital screens that broadcast advertising messages while mounted on taxis and rideshare vehicles, announces the hiring of two employees from Google and Clear Channel, respectively, to spearhead audience measurement and analytics.
Firefly launched late last year with what it says is “a new approach to spur business revenue by connecting brands, rideshare drivers and local city governments.” It operates a network of “situationally aware” smart screens in cities throughout the country.
Now on board with the company are Dr. Taylan Yildiz, formerly of Google, and Michael Steinberg, formerly of Clear Channel. Yildiz joins the company as chief analytics officer and Steinberg as vice president of media and analytics.
“Measurement stands as the most desired attribute of out-of-home (OOH) advertisements, but measuring the effectiveness of a campaign has remained a challenge across the industry,” says Firefly CEO and cofounder, Kaan Gunay. “At Firefly, we’re doubling down on our commitment to defy the drawbacks of traditional OOH channels, and I can’t think of two better people to lead our efforts.”
As chief analytics officer, Yildiz, a 10-year Google veteran and leading expert in display and cross-media advertising impact measurement and optimization, will spearhead measurement and attribution product development at Firefly. His new company says that while at Google, Yildiz built novel measurement methodologies and led efforts to build custom and scalable research solutions on media planning, measurement, and customer insights with top global advertisers. He holds a Ph.D. in quantitative marketing from Stanford Business School, a highly-selective program recognized for its studies of advertising efficacy.
Steinberg, a veteran senior executive in the out-of-home advertising sector, has 24 years of sales, marketing, and business development experience in the competitive New York City market. Recognized for his expertise in driving revenue, growth and business development, Steinberg previously headed sales at OOH analytics startup Mira and Clear Channel Spectacolor, the Times Square division of Clear Channel Outdoor.
Firefly’s ‘situationally aware’ digital smart screens determine campaign direction and ad frequency based on driver routes, area demographics and traffic patterns. Firefly works with third-party research vendors to share learnings in an effort to elevate the OOH research industry as a whole.
