The Additions of Dr. Taylan Yildiz and Michael Steinberg Put Firefly in a Unique Position to Deliver on Accurate Measurement in Out-Of-Home
Firefly, the company leveraging taxi and transportation network vehicles to build a smart city media network, announced it is expanding its measurement and analytics team with two new hires: Dr. Taylan Yildiz, who will head up the team as Chief Analytics Officer, and Michael Steinberg, who will join as VP 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,” explained 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.”
Firefly has already made strides to change impact monitoring in OOH, introducing a true control group to guarantee results are more methodologically sound. The platform measures everything from footfall traffic to brand impact to app downloads, monitoring impact across the funnel.
As Chief Analytics Officer, Dr. Taylan Yildiz, 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. 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 PhD in Quantitative Marketing from Stanford Business School, a highly-selective program recognized for its studies of advertising efficacy.
Michael Steinberg, an accomplished senior executive in the OOH advertising sector, joins the team as VP of Media and Analytics. He 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. According to a recent Firefly measurement study, individuals who saw Firefly Brex creatives were twice as likely to visit Brex’s website than individuals who did not see the ads. In tandem, Firefly works with third-party research vendors to share learnings in an effort to elevate the OOH research industry as a whole.