Candid announced today the launch of mJourney, a location-based advertising specialist. Mobile Journey, a previously acquired company, will be incorporated into this new entity, with Cynthia Openneer appointed as the Commercial Director. mJourney represents a broad vision for location-based advertising and an expansion of Candid’s media portfolio, shifting the focus from solely "Mobile" to a fully location-based "Omnichannel" approach.
mJourney offers advertisers the opportunity to reach their target audience locally and personally through omnichannel, location-based solutions. This approach is particularly relevant for advertisers such as retailers with physical stores, city marketers, and those aiming to attract their audience to, or engage them at, a specific location.
mJourney’s omnichannel strategy combines media channels such as Mobile Display, DOOH (Digital Out of Home), Digital Audio, Native, and Connected TV into an integrated campaign supported by location-based data tools. This enables mJourney to deliver a consistent reach and experience, where messaging and brand identity remain uniform across all channels, fostering consumer trust and brand recognition and driving higher engagement. In the near future, mJourney will further expand its reach with additional media channels, including Video, Addressable TV, Door-to-Door leaflets, and flyers.
A Personalized, Coherent Experience
The advertising market has evolved significantly in recent years, with a growing demand for data-driven, personalized marketing that reaches consumers at relevant moments and places. “We see that advertisers are looking for solutions that go beyond mobile to deliver a truly omnichannel experience and coherent messaging,” says Cynthia Openneer, Commercial Director of mJourney. “The ‘M’ in mJourney symbolizes not only ‘Mobile’ but also other essential aspects of our work, such as Media, Measurability, Momentum, Mapping, and Messaging. mJourney offers a robust platform to strategically support advertisers in building brand trust and engagement, precisely where and when it matters.”
Openneer brings extensive experience from her previous roles at Mindshare, where she worked as an AV Strategist, and GroupM, where she was active in the programmatic department.
Auke Boersma, Chief Commercial Officer of the Candid platform, stated: “Cynthia brings exactly the right experience and vision to take mJourney to the next level. With over 20 years of experience in both strategic and tactical roles in the media industry, she has a deep understanding of advertisers’ needs and the value of integrated omnichannel campaigns. Her energy and can-do attitude make her an inspiration not only for the team but also for clients. Her expertise in both offline and online media, combined with her strong customer focus and results-oriented approach, makes her the ideal leader for our team.”
Innovation and Advanced Technology for Omnichannel Reach
mJourney ensures privacy- and GDPR-compliant campaigns through intelligent data usage and AI-driven technologies. Each campaign provides access to a fully customizable dashboard, allowing advertisers to monitor real-time performance statistics for key KPIs. This keeps every campaign transparent and measurable.
More information can be found at www.mjourney.media
Image: team mJourney. From left to right:Vladimir Chernichkin, Helen Tong, Dennis Lensen, Cynthia Openneer, Dimitris Meijer, Inna Chernichkina, Auke Boersma
