Ad Retargeting Extends DOOH Advertising to Desktop Screens

Wall Street Journal Office Network

WSJ Network Uses Ad Retargeting to Extend Campaign Reach Beyond DOOH Network to Desktop Screens

NEW YORK, NY — Ad retargeting is commonly used by online marketers to track your activity based on the theory that if you’ve looked at a specific item or service online, then your most likely interested, therefore related advertising and offers are then “retargeted” to you as you visit other websites.

An announcement by The Wall Street Journal Office Network (WSJON), a place-based digital out-of-home network with digital signage screens in more than 750 office buildings in 15 cities and Bizo, a B2B audience marketing firm that tracks business professionals, have formed a partnership that puts a new twist on the ad retargeting model.

Using a combination of advanced data matching, that includes IP addresses, WSJON and Bizo are retargeting advertising campaigns running on The Wall Street Journal Office Network’s lobby-based digital screens to desktop PCs running in the same office locations. Using ad retargeting makes sense for digital out-of-home networks and their advertisers where there’s a direct correlation between a network’s location and fixed screens that share a common IP range or geo-fenced location. The WSJON/Bizo ad retargeting platform was launched in August with advertisers that include Oppenheimer Funds as well as other financial and technology brands.

“The Wall Street Journal Office Network partnership with Bizo allows advertisers to digitally re-target messages to those seeing digital video advertising on WSJ Office Network screens,” said Jim Harris, CEO of The Wall Street Journal Office Network.

“The combined WSJON/Bizo platform moves ads even closer to the points of online consideration and purchase, supporting B2B and affluent consumer advertisers who want to influence business decision-makers and high net worth executive audiences at work,” said Russell Glass, CEO of Bizo.

“We are always looking for innovative ways to make our advertising investments work harder. When The Wall Street Journal Office Network allowed us to extend ads from their screens in the lobbies of target audience-rich office buildings right to viewers’ desktops, we immediately saw this as an opportunity to make our media buy more effective and efficient,” said Marty Willis, CMO of Oppenheimer Funds.

Editor’s Note: Wall Street Journal Office Network was acquired by Captivate in April 2014.

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